FM Radio, Spotify top audio platforms among Gen X, Millennials — study
MANILA, Philippines — A recent study by public relations firm Comm&Sense found that "listening" has emerged as the second most popular media activity among Gen X and Millennials, right behind "watching."
The study was part of Common Ground: Pinoy Voices in New Media, Comm&Sense's generational research that surveyed 400 Filipinos aged 27 to 58 nationwide, examining their media consumption habits and platform preferences.
FM radio leads the way, capturing 34% of listeners, closely followed by the digital streaming giant Spotify at 32%.
YouTube Music (28%) and AM radio (22%) rounded out the top platforms, demonstrating a diverse range of audio preferences among these age groups.
The study's lead researcher Dr. Fernando Paragas, a professor at the University of the Philippines Diliman's College of Mass Communication, underscored the synchronous popularity of both traditional and digital audio sources reflects the adaptability and expanding preferences of Gen X and Millennials.
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"While visual content continues to dominate, the sustained appeal of FM radio alongside the rise of digital platforms like Spotify and YouTube Music highlights a rich and varied auditory landscape," Paragas said.
Comm&Sense Managing Director Charlotte F. Reyes, pointed out the study reveals an intriguing balance in media consumption habits, with Gen X and Millennials embracing both the nostalgia of FM radio and the convenience of digital streaming.
"For brands and content creators, this presents a unique opportunity to engage audiences across multiple platforms by blending the old with the new to cater to the evolving tastes of these influential age groups," she added.
Meanwhile, traditional audio formats such as cassettes, vinyl records, and CDs have largely fallen out of favor with Gen X and Millennials, collectively accounting for only 11% of their listening preferences.
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