Media consumption patterns are constantly shifting around the globe, and the Philippines is not an exception to this trend. Multiple reports have shown that the Philippines’ tech-savvy population shows one of the highest social media penetration rates, and these numbers impact media consumption due to its cultural, economic, and technological variables.
Businesses looking to reach Filipino consumers might benefit from understanding these factors, and it would be a good strategic move to partner with a tech-savvy public relations agency to maximize the target reach and gains.
Social Media: Philippines’ Top Online Consumption
According to statistics, Filipinos are among the most active social media users worldwide, spending over four hours daily on social media. Social media is part of daily life and the main platform for news, entertainment, communication, and commerce.
Main Social Media Platforms
Facebook is the most popular social networking site in the Philippines, with over 80 million active members. Filipinos use Facebook for news, brand discovery, family and friend connections, and community conversations.
YouTube, a popular platform for video content, is also an important media source. Younger viewers like it for entertainment, lessons, music videos, and news. More recently, they’ve turned to it for ‘shorts’ or bite-sized valuable content.
TikTok, a popular app for amusement and self-expression, has grown rapidly in the Philippines. Most of its users watch dancing challenges and instructive videos on cooking, commerce, and even current affairs. This platform is quickly becoming a catch-all for content that today’s chronically online audience finds interesting and attention-worthy.
Instagram is popular among younger and middle-class users. Instagrammers follow influencers, discover products, and browse lifestyle content that is heavy on visual appeal. Stories and Reels also keep Instagram relevant in video-driven media.
Communication and Messaging Apps
A large number of Filipinos use Messenger for communication. On the other hand, Viber, with its secure chatting features, is popular among professionals and families.
Messaging applications go beyond personal use. With major changes in its algorithm, the messaging apps now allow consumers to talk with companies, make queries, and place orders, making them vital for customer support as social commerce grows. With the help of public relations agencies, local businesses and big companies alike can utilize messaging applications for consumer engagement.
TV and Radio: Traditional media matters
Television and radio remain vital in the Philippines despite the digital change. Local TV networks like ABS-CBN, GMA Network, and TV5 continue providing news and entertainment to remote regions without internet access. FM radio is popular for music listening, while AM stations provide current news in remote areas of the country.
Television: Despite the increasing popularity of streaming services in recent years, older Filipinos still rely on television for news and entertainment. Primetime soap operas, news, and variety shows are popular and vital to the average Filipino.
Radio: Radio is helpful in distant, rural locations where internet and TV connections are restricted. FM is also liked among commuters, who listen to music and news.
A well-established public relations agency can tap TV and radio media to reach customers across geographies and economic levels.
Streaming: On-Demand Entertainment
In recent years, online streaming services like Netflix, iWantTFC, and Spotify have transformed Philippine media consumption. Streaming services are becoming popular entertainment as more Filipinos get affordable internet and mobile data plans and promos.
Netflix is popular among young Filipinos, while iWantTFC caters to Filipino-language content seekers. These platforms accommodate younger customers’ busy lifestyles by offering on-demand entertainment.
Spotify and Apple Music are popular music streaming services in the Philippines, particularly among Millennials and Gen Zs. Filipinos love to listen to music, and streaming services make playlists and artist discovery easier.
Brands can benefit from a reputable public relations agency working with streaming platforms or using audio adverts on Spotify.
How Public Relations Agencies Can Benefit from Media Consumption Trends
To create an effective communication strategy, a local public relations agency should understand the current media consumption patterns:
- Effective Audience Targeting: PR agencies must know which media platform best reaches their target consumers. For instance, for young consumers, a public relations agency may target young consumers through TikTok and Instagram, while for older rural audiences, it can use TV and radio instead.
- Improved Engagement with Relevant Content: Each media platform has distinct content styles and audience expectations. PR agencies may increase user engagement by developing platform-specific content. For example, TikTok favors visually attractive, short-form videos; online news sources prefer useful, shareable articles.
- Cross-Platform Campaigns Maximize Reach: A Philippine PR agency may increase brand exposure with multi-platform campaigns. Brands can connect with Filipinos across their chosen channels by establishing a consistent message that can be modified for social media, news portals, and streaming commercials, strengthening brand identification.
Social media, conventional media, messaging applications, and streaming services greatly influence Philippine media consumption. Following these trends, a public relations agency can produce Filipino-friendly campaigns that build consumer relationships and boost business growth. Understanding where and how to reach one’s target audience is crucial to PR success in this changing market.