MANILA – According to a recent survey by a leading PR firm, Gen X and Millennials prefer lighter, more leisure-oriented content over more information-driven or practical subjects.
The study, a part of Comm&Sense’s generational research titled “Common Ground: Pinoy Voices in New Media,” surveyed 400 Filipinos aged 27 to 58 nationwide, exploring their media content preferences. Released in celebration of Comm&Sense’s upcoming 20th anniversary in October 2025, this research underscores the firm’s enduring commitment to pioneering data-driven storytelling and PR excellence.
Entertainment emerged as the most viewed content, followed by food, music, and beauty and fashion. At the rear were news and current affairs science and technology, travel, and DIY/home renovation.
Comm&Sense Managing Director Charlotte F. Reyes discusses the implications of these preferences for brands and content producers.
“It’s not just about informing; it’s about engaging them in a way that feels relevant and enjoyable in their busy lives,” said Reyes.
She points out that understanding the dominant interest in lighter, entertainment-focused content among Gen X and Millennials can help in crafting content strategies that better align with their desires.
Dr. Fernando Paragas, a professor at the University of the Philippines Diliman’s College of Mass Communication and lead researcher of the study, reflects on the media consumption patterns revealed by the survey.
“The data clearly shows that Gen X and Millennials prioritize content that offers them an escape from their daily routines or the more demanding aspects of life,” said Paragas.
He emphasizes that the preference for entertainment and leisure-oriented content among Gen X and Millennials signals a shift in how these generations seek balance between information and relaxation.
Interestingly, the preference for entertainment, food, and music is also shared by the younger Gen Z audience, as indicated by another study within the Comm&Sense generational research.
This alignment across generations highlights the enduring appeal of leisure-oriented content in today’s media environment.
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.
Started in 1927, the Philippines Graphic is the longest-running printed magazine of national circulation that provides relevant news and features and promotes Philippine literature.
