The Entertainment Equation: How Gen Z, Millennials, and Gen X Are United by Fun Content
In today’s content-driven world, entertainment reigns supreme. According to Comm&Sense’s generational research, “Common Ground: Pinoy Voices in New Media,” which surveyed 800 Filipinos aged 16 to 58, one thing is clear: Filipinos across generations prioritize entertainment over educational or practical content. The numbers tell a compelling story about what drives their engagement and attention in the digital age.
Entertainment Is the Universal Magnet
Entertainment topped the list of most-viewed content for both Gen Z (16–26 years old) and Millennials/Gen X (27–58 years old). The mean scores, 2.43 and 2.54 respectively, highlight its unrivaled appeal. This preference outshone more substantive categories like fitness and sports, health and wellness, science and technology and even news.
Why is entertainment the king of content? It’s simple: it offers an escape from life’s complexities. In a world filled with deadlines, responsibilities, and constant information overload, people across generations turn to entertainment to unwind, laugh, and connect. Whether it’s binge-worthy shows, viral TikToks, or humorous memes, entertainment provides the emotional release audiences crave.
Beyond Information: Why Fun Matters
While educational content such as DIY, science and technology, and news still holds value, these categories lag significantly behind entertainment in engagement. For instance, DIY/home renovation content scored the highest means (indicating the lowest preference) among both Gen Z (8.79) and Millennials/Gen X (8.49). Even science and technology, often linked to curiosity and innovation, earned mean scores of 7.24 and 7.59, far removed from entertainment’s spotlight.
This preference shift suggests a paradigm change. Today’s audiences want content that does more than inform—they want to feel. Entertainment’s ability to elicit joy, nostalgia, or even solidarity makes it a much stronger contender than traditional educational content.
What’s Driving the Preference?
Emotional Connection: Entertainment taps into universal emotions—laughter, excitement, and curiosity—making it appealing to a very wide spectrum of audiences.
Stress Relief: For many, it offers an escape from the pressures of daily life, a sentiment felt strongly across all age groups.
Creative Inspiration: From trending videos to imaginative storytelling, entertainment fuels creativity, especially for Gen Z, who are creators as much as they are consumers.
Actionable Insights for Brands and Marketers
Infuse Humor and Creativity: Entertaining content thrives on originality and relatability. Think quirky trends, clever storytelling, or humor that hits the sweet spot.
Know Your Platforms: For Gen Z, platforms like TikTok and Instagram are hotspots for short, visual content. For Millennials and Gen X, Facebook and YouTube remain go-to sources for longer, more immersive experiences.
Emphasize Authenticity: Storytelling that resonates emotionally will keep your audience engaged.
Balance Fun and Function: While entertainment is the primary driver, weaving subtle educational or practical elements into entertaining formats can strike a perfect balance.
Final Thoughts: The Joy of Entertainment
The preference for entertaining over educational content explains a significant truth: audiences value connection over consumption. By making them laugh, smile, or feel inspired, brands have a unique opportunity to foster meaningful relationships. As “Common Ground: Pinoy Voices in New Media” shows, entertainment isn’t just a fleeting trend; it’s a fundamental way we engage with the world.
So, as we look ahead, one thing is certain—entertainment is here to stay. For brands, creators, and marketers alike, it’s time to embrace the fun and make every interaction a moment of joy.
About Comm&Sense
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.
