Cracking the Gen Z Code: Go Digital or Get Left Behind

A RECENT study reveals that for brands aiming to connect with the highly selective and private world of Gen Z, prioritizing online media is essential - specifically, Facebook for watching, Spotify for listening, and online blogs for reading.

The study is part of Comm&Sense’s generational research titled "Common Ground: Pinoy Voices in New Media," which surveyed 400 Filipinos aged 27 to 58 nationwide, uncovering a strong preference among Gen Z for digital content over traditional media.

The findings revealed the key platforms that resonate most with this audience.

Watching: Facebook

Facebook is the most popular platform for watching content among Filipino Gen Z, with 87.5% of respondents naming it as their preferred choice. YouTube closely follows at 81%, while TikTok and Instagram are favored by 69% and 41%, respectively.

In contrast, traditional media options such as free TV, cable TV, and paid streaming services like Netflix, iWantTFC, Disney+, and Amazon Prime were found to have significantly lower viewership rates among this demographic.

Listening: Spotify

In terms of audio content, Spotify emerged as the dominant platform, with 33% of respondents favoring it, followed by FM radio (21%), YouTube Music (20%), and AM radio (12%).

Podcasts (11%) and physical formats like cassettes, vinyl, and CDs (6%) garnered comparatively lower interest among Gen Z.

Reading: Online Blogs

Reading habits among Gen Z showcased a digital inclination, with around 22% of respondents engaging in online blogs, 19% in books, and 17% in ebooks.

Online mediums surpassed their printed counterparts, with 17% reading online newspapers compared to a mere 10% reading printed newspapers.

To this, Comm&Sense Managing Director Charlotte F. Reyes said that the findings verified the agency's early move toward digital platforms around 2014, anticipating the growing influence of social media and online content among various Filipino audiences.

“Our study reaffirms that Gen Z is leading the charge in redefining media consumption, favoring digital platforms that offer immediate, personalized, and relatable content. By understanding their preferences for platforms like Facebook, Spotify, and online blogs, brands can effectively engage with this generation in a space where they feel most connected,” said Reyes.

Dr. Fernando Paragas, a professor at the University of the Philippines Diliman’s College of Mass Communication and lead researcher of the study, emphasized the effects of the results presented.

"This tech-savvy generation has embraced online content as their primary source of entertainment and information, presenting a challenge for traditional media to adapt and remain relevant in their increasingly digital landscape," said Paragas.

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. (PR)