94.6% of Visayas streaming subscribers find services ‘sulit’

Nearly 95% of paying streaming subscribers in the Visayas consider their subscriptions worth the money, placing the region second only to Metro Manila in perceived value despite the government’s 12% value-added tax (VAT) on digital services.

The August 2026 National Momentum Survey found that 94.6% of streaming subscribers in the Visayas consider their subscriptions “sulit,” or worth the cost, compared with 5.4% who believe they are not getting their money’s worth.

Nationwide, 86.7% of Filipino adults paying for streaming services reported satisfaction with the value of their subscriptions, while 13.3% considered the payments not worthwhile.

The findings suggest that digital entertainment remains an attractive household expense across income groups, offering insight into how Filipinos weigh entertainment costs against other spending priorities amid changes in digital taxation.

For streaming companies, the results point to continued consumer appreciation of subscription services, although the survey did not establish whether subscribers have reduced spending, switched to cheaper plans, or canceled other subscriptions following the imposition of VAT.

The findings were released Monday, Oct. 26, by Momentum Research, based on its independently conducted national survey from Aug. 18 to 23, 2026.

Figure 1. Perceived value for money of streaming subscriptions

The research also documented a shift in Filipino viewing preferences, with digital streaming platforms emerging as a more frequently selected viewing option than traditional television.

Among Filipino adults surveyed, 43.2% said they watch television programs, series, and movies through streaming platforms such as Netflix, Disney+, and YouTube.

Traditional television, including cable, satellite, and free-to-air broadcasts, remained the preferred option for 30.2% of respondents.

Another 13.5% reported watching content through both streaming platforms and traditional television.

Combining exclusive and mixed-platform viewers, 56.7% of Filipino adults use streaming platforms, compared with 43.7% who continue watching traditional television.

Meanwhile, 6.1% said they do not watch series or movies, 6.4% selected none of the listed options, and 0.6% were unsure.

These viewing patterns indicate that digital platforms have become a significant part of entertainment consumption in the Philippines, creating opportunities for subscription businesses, online advertisers, content producers, and telecommunications providers.

However, the figures measure reported viewing habits rather than the number of paying subscriptions, since some platforms also offer free content.

Figure 2. Platforms used to watch TV shows, series, and movies

The findings come amid continuing debate over Republic Act No. 12023, which extended the country’s 12% VAT rules to digital services consumed in the Philippines, including services provided by foreign companies.

Signed into law on Oct. 2, 2024, the measure established clearer tax obligations for resident and nonresident digital service providers, with VAT collection on covered digital services beginning in June 2025.

The legislation was intended to place domestic and foreign digital service providers under comparable tax treatment while expanding the government’s revenue base.

However, the cost implications for consumers have remained a subject of debate because providers may pass some or all of their tax obligations on to customers through subscription prices.

In February 2026, minority lawmakers in the House of Representatives filed House Bill No. 7844 seeking to repeal RA 12023.

The proposal, filed by lawmakers including Sarah Elago, Renee Louise Co, and Antonio Tinio, was referred to the House Committee on Ways and Means, where it remained pending according to congressional records.

Momentum Research’s latest findings provide a measure of how paying consumers assess streaming subscriptions under the current tax framework, although they do not establish whether the VAT itself changed perceptions of value.

The survey found that favorable assessments persisted across different income groups, including households with limited financial resources.

Among paying subscribers from poor households, 88.6% considered their streaming subscriptions worthwhile, compared with 11.4% who disagreed.

The corresponding positive ratings were 85% among low-income subscribers and 85.1% among middle-income subscribers.

Conversely, 15% of low-income subscribers and 14.9% of middle-income subscribers considered their payments not worthwhile.

Figure 3. Perceived value for money of streaming subscriptions by income group

Momentum Research classified poor households as those with estimated monthly incomes below PHP 13,873.

Low-income households were defined as earning between PHP 13,873 and PHP 27,746 monthly, while middle-income households were classified within the PHP 27,746 to PHP 166,476 income range.

The relatively high approval ratings among paying subscribers from poorer households suggest that those choosing to spend on streaming generally believe they receive sufficient entertainment value for their payments.

However, the findings do not indicate that streaming subscriptions are affordable for all low-income Filipinos, since the value-for-money question was directed at subscribers already paying for the service.

A separate breakdown by generation showed that Generation Z subscribers were the most likely to consider streaming subscriptions worthwhile.

Among Gen Z respondents paying for streaming services, 91.9% gave a positive assessment, while only 8.1% said their subscriptions were not worth the cost.

Generation X followed with an 87.8% positive rating, compared with 12.2% who gave a negative response.

Millennials recorded an 82.8% positive rating, while 17.2% considered the subscriptions not worthwhile.

Baby boomers and members of the Silent Generation showed the lowest positive assessment at 78.1%, with 21.9% saying their subscriptions were not worth the money.

The results suggest differences in perceived value across age groups, although the survey did not examine the reasons behind these differences.

Table 1. Perceived value for money of streaming subscriptions by generation

The regional breakdown placed Metro Manila at the top, with 97.6% of paying streaming subscribers saying their subscriptions were worthwhile and only 2.4% disagreeing.

The Visayas followed closely with 94.6% positive responses, while 5.4% gave negative assessments.

Mindanao recorded an 88.5% positive rating and an 11.5% negative rating.

The rest of Luzon posted the lowest proportion of positive assessments at 80.7%, with 19.3% saying their subscriptions were not worth the cost.

The high positive rating in the Visayas indicates strong perceived value among the region’s paying subscribers, although the survey did not provide separate figures for Western Visayas, Central Visayas, or Eastern Visayas.

For the region’s digital economy, the findings may be relevant to streaming services and telecommunications providers seeking to understand how customers assess their entertainment spending.

The results do not, however, establish how many households subscribe to paid services in each region or how much they spend on them.

Table 2. Perceived value for money of streaming subscriptions by region

The National Momentum Survey was conducted through face-to-face interviews with 1,487 Filipino adults nationwide from Aug. 18 to 23, 2026.

The overall survey has a margin of error of plus or minus 2.5 percentage points at a 95% confidence level.

The reported regional margins of error were plus or minus 6.9 percentage points for Metro Manila, 3.8 percentage points for the rest of Luzon, 5.8 percentage points for the Visayas, and 5.5 percentage points for Mindanao.

Momentum Research cautioned that margins of error are larger for demographic and regional breakdowns, particularly when fewer respondents fall within a particular category.

Because the subscription value question applies to paying subscribers rather than the full national sample, the precision of those estimates may be lower than the overall survey margin suggests.

The poll was conducted independently and was not commissioned by a commercial client, according to Momentum Research.

The National Momentum Survey is the research firm’s flagship public opinion initiative, covering public attitudes toward government performance, elections, economic policies, and other national issues.

Its August 2026 edition also examined the impeachment trial, voting intentions for the 2028 national elections, Pax Silica, electricity system losses, minimum wages, barangay and Sangguniang Kabataan elections, and school-related violence.

Momentum Research describes itself as a nonpartisan public opinion research firm that provides data on Filipino attitudes and behavior to public and private sector decision-makers.

The complete survey results are available through the firm’s public dashboard at momentumresearch.ph.

For businesses operating in the digital entertainment market, the findings suggest that many existing subscribers continue to see value in their streaming payments despite the 12% VAT regime.

For policymakers, however, the survey also illustrates the distinction between consumer satisfaction and affordability, particularly among households with limited disposable income.

While most paying subscribers consider streaming worthwhile, the findings do not establish how many Filipinos have been priced out of subscriptions or whether taxes have affected their ability to access digital entertainment.