Study: Gen X, Millennials spend most time ‘watching’ socmed

According to a recent study, Filipino Gen X and Millennials prefer digital and social media platforms over traditional media, merely “watching” content.

The study by Comm&Sense Inc., involving 400 Filipinos aged 27 to 58 nationwide, explored their media-based activities and media platform preferences.

Respondents revealed their preferred platforms to ‘watch’ – Facebook (92%), YouTube (86%), TikTok (68%) and Instagram (44%).

Charlotte F. Reyes, managing director of Comm&Sense, said the appeal of on-demand and personalized content available on digital platforms has led to a reconfiguration of media consumption habits.

Reyes explained “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%).

Professor Fernando Paragas of the College of Media and Communication of UP Diliman and lead researcher of the study, said this shift to digital platforms reflects more than just a preference for convenience or entertainment. Paragas said this is indicative of deeper behavioral changes among Gen X and Millennials.

He said, “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.”

Among all platforms, Facebook remains the most widely viewed in terms of time spent on watching, followed by Free TV and YouTube.

The study points to 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 reflect similar trends observed among Gen Z, according to another study within the PR agency’s generational research