Spotify Findings: 80% of Young Filipinos Believe ASMR, White Noise, & Nature Sounds Help Their Mental Wellness

Almost 80% of young Filipinos believe that audio is a powerful tool to relax and unwind.

Spotify released data uncovering how a variety of non-music, non-talk audio content is being used by young Filipinos to improve their well-being.  To coincide with Spotify’s refreshed Wellness hub that includes everything from nature sounds, to ASMR to white noise, research done in collaboration with YouGov found almost 80% of young Filipinos believe that audio is a powerful tool to relax and unwind, 70% to aid falling asleep, and almost 70% helping them focus during work or study.

Nature sounds are most popular to unwind to

From the patter of rainfall to gusty night storms to birds singing, nature sounds are the top choice for Filipinos when it comes to unwinding. Proving how calming a taste of nature can be, nearly 50% of young Filipinos listen to nature sounds when trying to fall asleep. On top of that, Gen Zs (28%) are also more likely than millennials (18%) to listen to Nature sounds when studying or working. Nature noises are more popular than any other type of non-music or non-talk audio, with 66% of young Filipinos listening to the sounds of the great outdoors at least once a week.

Gen Zs have the biggest appetite for ASMR

53% of Filipino Gen Zs listen to ASMR at least once a week, indulging in what is often described as a ‘brain-massage’ with high-definition and detailed recordings of sounds such as eating, crumpling paper or popping bubble wrap. Seeing as ASMR and Wellness are two of Spotify’s top podcast genres in the Philippines, it’s no surprise that people are tuning in to podcasts like Sleeping Pill with Inka and ASMR Aaron. Although Gen Zs (26%) listen to ASMR the most during their lunch breaks, they specifically enjoy the sounds of drawing, paper cutting and tearing as compared to sounds of biting, chewing and swallowing.

White noise a surprising mood booster for young Filipinos

Noise has also become a form of respite, especially with white and meditative noise serving as audio therapy to lift spirits. A staple in their audio diet, more than 1 in 2 young Filipinos listen to different forms of background noise at least once a week, and usually during their lunches or breaks. Filipinos are also discovering other forms of noise, such as pink sound which is set at a lower frequency, and brown noise that contains even more bass, replicating the sound of a rumble or pounding surf. For those missing the beats of traveling and wanderlust, plane sounds will be sure to evoke nostalgia.

“Here in the Philippines and all around the world, people are redefining what mental and physical wellness means. We are encouraged that many, especially the younger generations, are pulling back the curtain and using various auditory experiences to connect with themselves and prioritize their well-being. The Wellness Hub on Spotify is a great place to start for anyone looking to access a range of interesting relaxing or uplifting audio content.” said Kossy Ng, Spotify Head of Music for Asia Pacific.


Inka Magnaye, the creator behind the Spotify Exclusive Sleeping Pill with Inka, an ASMR and meditation podcast, has long been an advocate of audio as wellness. “Listening to wellness audio, such as ASMR, works both as a form of entertainment and relaxing escape,” she said. “I enjoy creating weekly episodes for my podcast as I want to share the benefits of audio in achieving overall well-being – be it mental, physical and even spiritual.”

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This week, Inka is set to do a take-over of the Wellness Hub’s playlists, Relax Tayo, where listeners can check out a few of Inka’s favorite local tracks within the playlist. “I’m excited to share with listeners some of my favorite relaxing and revitalizing tracks, sounds and brain tickle to hopefully help more fans get into a place of Zen,” she said. Spotify’s Wellness Hub is available to all Premium and Free users.

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