Entertainment Rules: Gen Z’s Digital Playground
In the ever-evolving landscape of digital content, one category continues to reign supreme: entertainment. According to Comm&Sense’s generational study, “Common Ground: Pinoy Voices in New Media,” which surveyed 400 Filipinos aged 16 to 26, entertainment is the most consumed media content type among Gen Z audiences, scoring a mean rating of 2.43. This trend underscores a fundamental shift in content preferences, driven by Gen Z’s craving for interactive, engaging, and boundary-pushing media experiences.
Why Entertainment Rules Gen Z Screens
For Gen Z, entertainment serves as more than just a pastime—it’s a lifeline for creativity, self-expression, and cultural exploration. The study highlights how entertainment content outpaces other categories like food, music, and even travel. With the rise of platforms like TikTok, YouTube, and Instagram, short-form, visually engaging, and easily digestible content is redefining how this generation consumes media.
From viral dance challenges to comedic skits, Gen Z gravitates toward content that feels relatable, authentic, and shareable. This preference is amplified by their affinity for creators who blend humor with storytelling, creating moments that resonate deeply with their experiences and values.
While entertainment sits at the top, other categories like DIY/home renovation (mean: 8.79) news and current affairs (mean: 7.77), travel (mean: 7.74), and science and technology (mean: 7.24) are more niche, indicating that Gen Z prioritizes escapism over practicality or information-heavy topics.
Entertainment Meets Education: The Rise of Edu-tainment
As students head back to school, we’re reminded that learning doesn’t have to be boring. Gen Z’s love for entertainment opens the door to edu-tainment—content that blends education with fun. This emerging trend highlights the value of teaching while entertaining, sparking curiosity in ways that feel accessible and engaging.
Whether through bite-sized explainer videos, gamified learning experiences, or storytelling with a purpose, edu-tainment provides a unique opportunity to capture Gen Z’s attention while delivering meaningful value. By marrying entertainment with educational insights, brands can foster deeper connections and empower audiences with knowledge that sticks.
The Role of Platforms
The choice of platform also plays a crucial role in shaping Gen Z’s consumption habits. Entertainment content thrives on platforms with interactive features, such as TikTok’s For You Page or YouTube’s recommended videos, which personalize content discovery. This “algorithmic curation” ensures that entertainment remains front and center for Gen Z audiences.
What This Means for Brands
Brands aiming to connect with Gen Z must embrace entertainment-driven strategies. This includes creating snackable, visually engaging campaigns that align with the humor and trends popular on Gen Z’s go-to platforms. Collaborations with creators and influencers who understand this demographic’s pulse can also amplify reach and authenticity.
A Generation Craving Joy
As the study underscores, entertainment content resonates deeply with Gen Z because it mirrors their desire for moments of joy, laughter, and connection. In a world filled with complexities, this generation values media that offers lighthearted escapes and inspires creativity.
For marketers, the message is clear: to engage Gen Z, think entertainment first.
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.
