Amid a rapidly evolving media landscape, a recent study by Comm&Sense reveals that “listening” has emerged as the second most popular media activity among Gen X and Millennials, right behind “watching.”
FM radio leads the way, capturing 34% of listeners, closely followed by the digital streaming giant Spotify at 32%.
YouTube Music (28%) and AM radio (22%) rounded out the top platforms, demonstrating a diverse range of audio preferences among these age groups.
The study is part of Common Ground: Pinoy Voices in New Media, Comm&Sense’s generational research that surveyed 400 Filipinos aged 27 to 58 nationwide, examining their media consumption habits and platform preferences. Conducted in celebration of Comm&Sense’s 20th anniversary in October 2025, this research marks two decades of pioneering data-driven storytelling and PR excellence.
Dr. Fernando Paragas, a professor at the University of the Philippines Diliman’s College of Mass Communication and lead researcher of the study, underscored that the synchronous popularity of both traditional and digital audio sources reflects the adaptability and expanding preferences of Gen X and Millennials.
“While visual content continues to dominate, the sustained appeal of FM radio alongside the rise of digital platforms like Spotify and YouTube Music highlights a rich and varied auditory landscape,” Paragas stated.
Comm&Sense Managing Director Charlotte F. Reyes, pointed out that the study reveals an intriguing balance in media consumption habits, with Gen X and Millennials embracing both the nostalgia of FM radio and the convenience of digital streaming.
“For brands and content creators, this presents a unique opportunity to engage audiences across multiple platforms by blending the old with the new to cater to the evolving tastes of these influential age groups,” noted Reyes.
Meanwhile, traditional audio formats such as cassettes, vinyl records, and CDs have largely fallen out of favor with Gen X and Millennials, collectively accounting for only 11% of their listening preferences.
Comm&Sense, a PR agency founded in 2005, is renowned for its #IntelligentPR approach, which combines data-driven insights with intuitive storytelling to create impactful narratives that resonate and deliver results. This innovative strategy has earned the firm numerous awards, including consistent nominations for Agency of the Year over the past five years.
