MANILA, Philippines — A new study by Comm&Sense revealed that “listening” has become the second most preferred media activity among Gen X and Millennials, following “watching.” The report, Common Ground: Pinoy Voices in New Media, surveyed 400 Filipinos aged 27 to 58 nationwide to explore their evolving media habits and platform preferences.
According to the findings, FM radio continues to lead the audio category with 34% of listeners, followed by Spotify at 32%. Spotify’s strong showing is driven not only by music but also by the growing popularity of podcasts, which have become a key format for both audio and video storytelling.
Other notable platforms include YouTube Music (28%) and AM radio (22%), proving that traditional and digital audio channels now complement each other in the listening habits of Filipino audiences.
Lead researcher Dr. Fernando Paragas, professor at the University of the Philippines Diliman College of Mass Communication, noted that this hybrid media behavior reflects how Filipinos combine nostalgia with innovation. “While visual content still dominates, the steady appeal of FM radio and the rise of podcasts and platforms like Spotify show how adaptable and diverse Filipino listeners have become,” he explained.
This trend opens a powerful opportunity for brands—and TAGM Marketing Solutions Inc. is at the forefront of helping businesses seize it. As a full-service marketing agency, TAGM bridges the gap between traditional and digital media through innovative strategies and data-driven campaigns.
From radio advertising and podcast production to media planning, buying, content management, and marketing, TAGM Marketing Solutions provides end-to-end services that help brands connect deeply with their audiences. By integrating platforms like Spotify podcasts and FM radio, TAGM delivers campaigns that engage both nostalgic and modern listeners—boosting awareness, engagement, and brand loyalty.
“Gen X and Millennials are consuming content across multiple audio platforms,” said Comm&Sense Managing Director Charlotte F. Reyes. “This gives brands the chance to blend traditional storytelling with digital convenience for stronger engagement and recall.”
With its expertise in media planning, creative production, and integrated marketing, TAGM Marketing Solutions Inc. continues to empower brands to stand out in today’s competitive landscape. The agency’s strategic approach ensures visibility across both traditional and digital platforms—bridging generations and elevating brands to new heights.
Partner with TAGM Marketing Solutions Inc. today and experience how your brand can thrive in the ever-evolving media world.
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