To support that shift, Google has opened applications for Project Sigma in the Philippines, a 10-week innovation program that will help 10 local news organizations experiment with new ways of engaging Gen Z readers through audience insights, content strategies, distribution channels, and revenue models.
Changing habits
Gen Z, which accounts for nearly 29 million Filipinos or about 25 percent of the country's population, consumes news differently from previous generations, according to the Philippine Statistics Authority's 2020 Census.
The generation increasingly gravitates toward visual storytelling, creator-driven content, community-based platforms, and authentic voices rather than traditional news formats.
Google said these changing habits present both a challenge and an opportunity for publishers seeking to remain relevant while sustaining audience growth.
The Philippines becomes the third Southeast Asian market to host Project Sigma, following its rollout in Malaysia in 2024 and Indonesia last year.
Hands-on approach
Rather than offering conventional newsroom training, Project Sigma is structured as a collaborative, experiment-driven program.
Participating publishers will work with Google and technology partner AnyMind over 10 weeks to design, test, and refine initiatives tailored to younger audiences.
Each newsroom will choose one strategic area for experimentation. These may include strengthening audience analysis to better understand Gen Z interests, creating more engaging content formats, testing distribution strategies on platforms favored by younger users, or exploring sustainable revenue models that resonate with younger consumers.
The program begins with an in-person design-thinking workshop, followed by bi-monthly consultations where participating teams will review results, refine ideas, and measure progress.
Google said the goal is not only to launch a successful initiative during the program but also to help publishers build a culture of continuous experimentation and innovation that extends beyond the 10-week engagement.
Regional results
News organizations that joined previous Project Sigma cohorts have reported improvements in audience engagement and newsroom strategy.
"Project Sigma provides news publishers with a framework to address evolving news consumption patterns for younger audiences by running targeted experiments to test out new hypotheses, allowing journalism to thrive in exciting new ways," Kate Beddoe, managing director of APAC News Partnerships at Google, said in a statement.
"The future of a resilient news ecosystem depends on the ability to engage the next generation of news consumers on their own terms. Through Project Sigma, we are proud to partner with Filipino publishers to build lasting, trusted connections with younger audiences," she added.
Tasnim Lokman, editor of Malaysia's Sinar Daily, said the program helped the publication sharpen its understanding of its target audience while expanding its visibility nationwide and across the region.
Meanwhile, Devie Emza, managing director of Indonesia's Kompas.com, said the initiative prompted the newsroom to rethink how it understands Gen Z readers and would guide future efforts to better measure and strengthen audience engagement.
Applications are now open for Philippine news organizations interested in joining the inaugural local cohort, with Google seeking publishers that view reaching younger audiences as a strategic priority. —Ed: Corrie S. Narisma
