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Move Over Millennials

Move Over Millennials

The media world is going to be rocked yet again. Just as most creative executives are wrapping their heads around Millenials, the Gen Zs have arrived. Some people call this group iGen reflecting their internet prowess and that seems like a pretty good moniker for this demographic. Like the Millennials and Boomers before them will remake the entire mediascape… yet again.

While the bulk of this generation is currently in their teen years born approximately from 1996-2011, they’re poised to be the most influential generation to date. Comprising 25 percent of the U.S. population—larger than Boomers, Xers, and Millennials—their sheer size is enough to make an impact, but it’s their early independence, access to information, and penchant for disruption that will ultimately create a lasting effect on cultures around the globe.

And so of course their media choices will shape the broadcast, online and social media industries for years to come. To highlight this trend we’ve compiled some interesting facts.

A recent survey of more than 1,500 teens in the US with an average age of 17 yielded some fascinating results for media executives and marketers.

YouTube is king. YouTube leads when it comes to social media as 79{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of Gen Zs have a YouTube account vs 75{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} with Facebook, 69{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} with Instagram, 68{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} who are on Snapchat, 49{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} for Twitter and just 29{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} who have a Tumblr.

Of all social media platforms they use YouTube 25{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of the time, Facebook 24{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} and Snapchat for 16{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of their time. And YouTube’s popularity shouldn’t shrink as they age because 68{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of those surveyed say YouTube is getting more popular among their peers.

Gen Zs choose YouTube over playing video games when they have free time and 61{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of teens would rather watch 10 hours of YouTube videos than 10 hours of regular TV.  This group also prefers shorter online videos to traditional television shows.

But they are a hard demographic to crack as 63{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of Gen Zs say they decide what video to watch based on interest in the topic, while 49{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} click based on whether the content was created by someone they like, or in 47{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of the cases if the video is on a channel they already like. 42{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} watch a video based upon the title of the clip and 32{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} of Gen Zs click if a clip is a suggested video. This will present challenges for content creators as getting seen by Gen Zs is tough if you’re not an already known commodity.

71{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} percent of young adults consume their entertainment via streaming with 34{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} percent viewed through smartphones, 26{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} on computers, 24{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} on TV, 10{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} on tablets and 6{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} via other methods.

YouTube beats out all other streaming methods at 34{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660} while Netflix trails at 27{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660}t and live TV at 14{5ca2eb384d09d98d15e1efd1e27b66aae779e3e721a4a8d35c0ac7b222cb3660}.