A new study by PR firm Comm&Sense Inc. shows that Gen X and Millennials are turning decisively to digital and social media for content, with “watching” as their top activity.
Facebook (92 percent), YouTube (86 percent), TikTok (68 percent), and Instagram (44 percent) are their preferred platforms for viewing content.
The nationwide study, “Common Ground: Pinoy Voices in New Media,” surveyed 400 Filipinos aged 27–58. It is part of Comm&Sense’s 20th-anniversary celebration in October 2025.
Comm&Sense managing director Charlotte F. Reyes said digital platforms’ on-demand and personalized content has reshaped how people consume media, driving a “clear preference for content that aligns with individual tastes.”
Only a third still use traditional media such as free TV (39 percent) and FM radio (34 percent).
Lead researcher Dr. Fernando Paragas of the UP Diliman College of Mass Communication said the digital shift reflects deeper behavioral changes, noting that Gen X and Millennials “value agency” and seek platforms that let them curate their viewing experience.
Facebook leads in total time spent watching, followed by free TV and YouTube.
The findings highlight a rising demand for autonomy and personalization, pushing traditional broadcasters to rethink how they connect with these audiences. Similar patterns are also seen among Gen Z, according to another study in Comm&Sense’s generational research.
