It’s no secret that noontime television in the Philippines—once the heartbeat of daily entertainment—has been losing its grip on viewers.
Shows like It’s Showtime and Eat Bulaga, long-standing giants in the noontime slot, have seen their ratings slide in recent years, a trend that’s hard to ignore as we step deeper into 2025. What was once a cultural ritual—families gathering around the TV at noon for games, laughter, and familiar faces—seems to be giving way to a new reality where screens are smaller, choices are endless, and the remote isn’t the only way to tune in.
Take It’s Showtime, the ABS-CBN juggernaut now airing on GMA’s main channel. Even with its historic network switch and a loyal fanbase, its viewership isn’t what it used to be. Back in its pre-pandemic prime, it regularly pulled in ratings above 8% or more, sometimes hitting double digits during big episodes. Now, while it still often leads the noontime pack—say, with a 9.6% rating on its GMA debut in April 2024—those numbers don’t hold steady. Recent weeks have shown it dipping closer to 6-8%, a far cry from its former dominance. Eat Bulaga, the 46-year-old titan now on TV5 as EAT, has fared even worse. Once commanding ratings in the teens (think 15% or higher during its AlDub heyday), it’s now scraping by with figures as low as 3-4%, sometimes losing out to its rival by double or more.
So, what’s behind this decline? The obvious suspect is the seismic shift to digital platforms. Filipinos aren’t just watching TV anymore—they’re scrolling, streaming, and bingeing. Netflix, YouTube, Disney+, and local players like iWantTFC and Vivamax have turned entertainment into an on-demand affair. Why wait for a 12 PM slot when you can watch what you want, when you want? Statista forecasts that the TV and video market in the Philippines will hit a volume of $2.38 billion by 2029, with streaming driving much of that growth. The average revenue per user is pegged at $20.21 this year alone, a sign that viewers are investing in these platforms. This isn’t just a trend—it’s a takeover. The pandemic sped things up, sure, but the ABS-CBN shutdown in 2020 was a gut punch that pushed audiences online faster than anyone expected.
Streaming’s appeal isn’t hard to figure out. It’s diverse—Korean dramas one minute, Hollywood blockbusters the next, then a Filipino rom-com if you’re feeling nostalgic. Compare that to noontime TV, where the formula’s been largely unchanged for decades: game segments, celebrity banter, and the occasional dance number. It’s Showtime still leans on hits like “Isip Bata” or its singing contests, while EAT trots out refreshed versions of classics like “Juan for All, All for Juan.” They’re fun, no doubt, but are they fresh? Maybe not. The lack of bold innovation could be a big reason viewers are drifting away. Where’s the segment that feels like it was made for 2025—something interactive, tech-savvy, or tied to the digital habits of Gen Z and Millennials? Without that, these shows risk feeling like relics, stuck in a loop while the world moves on.
Then there’s the diversity factor. Streaming platforms offer a buffet of content—genres, languages, lengths—that noontime TV can’t match. A 30-minute variety slot can’t compete with a 10-episode series you can devour in a weekend. Plus, online creators on YouTube or TikTok are stealing the spotlight with bite-sized, quirky content that feels more in tune with today’s fast-paced vibe. Noontime shows have tried to adapt—It’s Showtime streams on YouTube, and EAT has a social media presence—but they’re playing catch-up in a game where streaming’s already set the pace.
The numbers tell a grim story. Pre-pandemic, Eat Bulaga and It’s Showtime together could pull in a combined 12-15% on a good day. Now, their combined haul often struggles to break 10%. In 2022, LionhearTV noted a 50% drop in viewership from pre-COVID highs, with Eat Bulaga hitting a historic low of 3.8%. Even as It’s Showtime flexes its muscle—say, a 8.6% rating in October 2024—it’s not enough to lift the noontime slot back to its glory days. The audience is splitting, and a big chunk’s gone digital.
Could this be a wake-up call? Maybe. Networks might need to rethink the playbook—inject new segments, embrace interactivity, or even blur the lines between TV and online. But for now, as viewers trade channel surfing for app-hopping, It’s Showtime and Eat Bulaga are fighting a tough battle. They’re not dead yet—Filipinos still love their noontime fix—but the throne’s wobbling, and the crown’s slipping. The future of entertainment here might not be at noon on Channel 7 or 5. It might just be in our pockets, one stream at a time.
