For Gen X and Millennials, FM radio rules when listening to music

MANILA, Philippines  – Amid a rapidly evolving media landscape, “listening” has emerged as the second most popular media activity among Gen X and Millennials, right behind “watching.”

This is according to a generational research that PR agency Comm&Sense conducted earlier this month.

Titled “Common Ground: Pinoy Voices in New Media,” the study involved a survey that covered 400 Filipinos aged 27 to 58 across the Philippines.

Findings show that FM radio leads the way, capturing 34 percent of listeners. Closely following is digital streaming giant Spotify with 32% of listeners. 

YouTube Music (28%) and AM radio (22%) rounded out the top platforms, showing a diverse range of audio preferences among respondents.

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Fernando Paragas, a professor at the University of the Philippines’s College of Media and Communication in Diliman, Quezon City, served as lead researcher of the study

Simultaneously popular

Paragas said that the simultaneous popularity of traditional and digital audio sources reflected the adaptability and expanding preferences of Gen X and Millennials.

“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 stated.

Charlotte F. Reyes, managing director of Comm&Sense, said the survey results revealed an intriguing balance in media consumption habits. Gen X and Millennials embraced 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,” Reyes said.

READ: Comm&Sense feted for data-driven, creative campaigns

Meanwhile, traditional audio formats such as cassettes, vinyl records and CDs have largely fallen out of favor with Gen X and Millennials. These collectively account for only 11 percent of their listening preferences.

Founded in 2005, Comm&Sense differentiates itself by “combining data-driven insights with intuitive storytelling to create impactful narratives that resonate and deliver results.”

The company said its latest research focused on Gen X and Millennials because these two generations play a major role in shaping today’s media and consumer landscape. INQ