A recent study by award-winning PR firm Comm&Sense Inc. revealed that Gen X and Millennials prefer digital and social media platforms over traditional broadcast sources with “watching” being the most popular activity among the respondents.
Facebook (92%), YouTube (86%), TikTok (68%), and Instagram (44%) emerged as the preferred platforms for watching.
The generational study titled “Common Ground: Pinoy Voices in New Media,” surveyed 400 Filipinos aged 27 to 58 nationwide, exploring their media-based activities and media platform preferences. This research is part of Comm&Sense’s 20th-anniversary celebration in October 2025, marking two decades of pioneering data-driven storytelling and PR excellence.
Comm&Sense Managing Director Charlotte F. Reyes explained that the appeal of on-demand and personalized content available on digital platforms has led to a reconfiguration of media consumption habits, noting “a clear preference for content that aligns with individual tastes and interests.”
Only a third of the respondents said they still engage with traditional free TV (39%) or FM radio (34%).
Dr. Fernando Paragas, a professor at the University of the Philippines Diliman’s College of Mass Communication and lead researcher of the study, noted that this shift to digital platforms reflects more than just a preference for convenience or entertainment—it’s indicative of deeper behavioral changes among Gen X and Millennials.
“These generations value agency in their media consumption, seeking out platforms that allow them to curate their experiences and engage with content that resonates on a personal level,” Paragas continued.
Among all platforms, Facebook remains the most widely viewed in terms of time spent on watching, followed by Free TV and YouTube.
This study on media consumption points out a growing demand for autonomy and personalization, reshaping the media landscape and challenging traditional broadcasters to rethink how they engage with these audiences.
The study’s findings also parallels similar trends observed among Gen Z, according to another study within the Comm&Sense generational research.
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.
