THE media consumption habits of Davao Region residents are undergoing a dramatic transformation, with digital platforms now overtaking traditional media as the dominant source of information and entertainment.
According to the 2024 Functional Literacy, Education, and Mass Media Survey (FLEMMS) released by the Philippine Statistics Authority-Davao Region (PSA-Davao), conventional media such as print, radio, and television have seen a significant decline in reach. This shift reflects a growing preference for internet-based platforms, from social media to streaming services, particularly among younger, tech-savvy individuals.
Print media, once a mainstay in Filipino households, has experienced one of the sharpest declines. Newspaper readership dropped from 65.4 percent in 2019 to just 33.4 percent in 2024. In contrast, digital newspaper consumption rose to 52.9 percent, signaling a clear shift toward online news sources. Magazines and posters also saw declining readership, with exposure to magazines falling from 74.6 to 52.4 percent, and poster engagement dropping from 68.7 to 52.5 percent over the same period.
Broadcast media have not been spared from the downturn. Radio listenership fell from 78.4 percent in 2019 to 63.9 percent in 2024. While television remains the most commonly used traditional medium, it too saw a decrease, from 95.8 percent down to 81.9 percent. Even movie viewership through cinemas and DVDs showed a slight decline, dipping from 68.8 to 64.9 percent.
On the other hand, internet usage in the region has surged. Social media remains the most widely used digital platform, growing from 66.3 percent in 2019 to 77.5 percent in 2024. Video streaming services such as YouTube and Netflix reached 64.6 percent usage, while music streaming platforms were used by 62.3 percent of respondents. The data shows that digital media is not just replacing traditional formats—it is reshaping how residents engage with content daily.
Beyond entertainment, the internet is also becoming increasingly integrated into other aspects of life. Online marketplaces are now used by 39.4 percent of the population for shopping, while 33.8 percent rely on the Internet to access government services or handle financial transactions. Interestingly, internet usage for work and academic research declined slightly, from 56.4 percent in 2019 to 51.3 percent in 2024, suggesting a shift in online behavior toward more leisure-focused activities.
Mobile technology plays a central role in this digital transition. Cellular phones are now present in 82.7 percent of Davao households, reflecting the widespread adoption of mobile communication. In contrast, landline phones have become nearly obsolete, with only 6.9 percent of households reporting their use. Subscription-based digital services are also on the rise, with mobile broadband emerging as the most common household subscription at 33.1 percent. Movie streaming services and video streaming subscriptions follow at 25.2 percent and 19.2 percent, respectively.
The PSA-Davao report paints a picture of a region rapidly embracing digital life. As internet access becomes more affordable and accessible, residents are increasingly turning to online platforms not just for information and entertainment, but also for essential services, communication, and commerce.
“This data reflects a broader national and global trend: the migration from traditional to digital media. The implications are significant for educators, media producers, advertisers, and policymakers alike,” the PSA-Davao noted in its report summary.
As Davao's media landscape continues to evolve, the challenge for traditional media outlets becomes clear: adapt to the digital shift, or risk becoming irrelevant. DEF