Digital dominates as Gen X, Millennials ditch TV, radio —study

Filipinos in their late 20s to late 50s are turning decisively away from broadcast media, with a new study showing Gen X and Millennials overwhelmingly getting their entertainment and information from digital platforms — and choosing to “watch” more than any other media activity.

The shift, as revealed in the study by Comm&Sense, underscores a profound change in how two of the country’s most economically active generations consume media, with on-demand, algorithm-driven platforms now eclipsing traditional free TV and radio.

By the numbers

A nationwide survey of 400 Filipinos aged 27 to 58 found:

• 92 percent prefer Facebook for watching
• 86 percent use YouTube
• 68 percent choose TikTok
• 44 percent go to Instagram

Only 39 percent still watch free TV regularly, and just 34 percent tune in to FM radio.

The big picture

The study, “Common Ground: Pinoy Voices in New Media,” was released as part of Comm&Sense Inc.’s 20th anniversary in October 2025, marking two decades of what the agency calls data-driven storytelling.

Comm&Sense managing director Charlotte F. Reyes said the dominance of digital platforms reflects a deeper appetite for personalized, on-demand content.

“There’s a clear preference for content that aligns with individual tastes and interests,” Reyes said, adding that digital consumption has fundamentally “reconfigured” Filipino media habits.

What they're saying

Lead researcher Dr. Fernando Paragas of UP Diliman noted that the shift isn’t merely about convenience.

“These generations value agency in their media consumption,” Paragas said. “They seek platforms that allow them to curate their experiences and engage with content that resonates on a personal level.”

Across all media, Facebook remains the most watched platform by time spent, followed by free TV and YouTube.

Zoom out

The findings mirror earlier results from Comm&Sense’s generational research on Gen Z, signaling that personalized, self-curated viewing is reshaping the media landscape across age groups.

What’s next

Traditional broadcasters face mounting pressure to reinvent programming and distribution models as digital-native behaviors become the norm among older cohorts once loyal to TV and radio.

About the firm

Founded in 2005, Comm&Sense is known for its #IntelligentPR approach, fusing analytics with narrative strategy — a formula that has earned the agency multiple industry awards and repeated nominations for Agency of the Year.  —Ed: Corrie S. Narisma