Julia Stoll
Research expert covering TV and video media
Gen Z media consumption in the United States - statistics & facts
Once there was a time when millennials were all the hype. Companies wanted to know everything – from their personal preferences to their media consumption and purchasing behavior – but those days are over. Now the stage belongs to Generation Z and their media habits. So how exactly does this generation interact with media? In general, Gen Zers are all about the digital, but they also like to explore some vintage formats, such as vinyls. They care about the environment and the future of the planet, as well as current social issues, and they are vocal about it. These young consumers are also frugal and look for ways to save money to weather the uncertain economy. For them, brands need to first and foremost provide quality and affordable products and services. Ultimately, what drives consumption among Generation Z is ease of access, representation, and low costs.
All in all, one constant of brand communication remains – reach them where they spend most of their time. For Gen Z, this means digital environments – gaming, social, and online video. Content and advertising must be honest, relatable, transparent, and supportive of social issues. Brands need to provide quality and affordable products and services if they wish to win the hearts of Generation Z consumers.
Gen Zers go for digital media
All in all, Generation Z is the cohort most avid in media usage - they devote 6.6 hours to media consumption every day. A connected TV and smartphone are the primary devices used by Gen Z for entertainment purposes. This translates to a large share of time spent on digital video and social media. Compared to other generations, offline media such as radio, linear TV, and newspapers are far less important to Gen Z. After all, news can be accessed via social media these days, and music is more accessible through streaming, so print and radio are of limited appeal to young consumers. Gaming also accounts for a fair portion of Gen Z’s time spent with entertainment. In the U.S., a large share of video gaming audience is in fact under 34 years old. What is more, Gen Zers claim to devote 23 percent of their entertainment screen time to gaming, more than they spend with TV or video. When it comes to SVOD consumption, Netflix, Max, and Prime Video are their top three video platforms.How can companies reach Generation Z customers?
Unsurprisingly, if media consumption happens via the internet, the best practice to market and advertise to Gen Z is to do it via the same medium. Therefore, to reach this generation more efficiently and effectively, advertisers need to prioritize digital channels. However, brands need to exercise caution because not all digital advertising is equal in the eyes of this generation. Gen Z are annoyed with ads in games and apps, while they seem to be less irritated by TV and social media advertising. In fact, social networks and streaming TV were pointed out as the media where Generation Z adults are most receptive to ads. Marketing content also plays a role in shaping the opinions of Gen Zers about brands. More than 40 percent of them indicated that companies were very responsible for promoting diversity and inclusion.All in all, one constant of brand communication remains – reach them where they spend most of their time. For Gen Z, this means digital environments – gaming, social, and online video. Content and advertising must be honest, relatable, transparent, and supportive of social issues. Brands need to provide quality and affordable products and services if they wish to win the hearts of Generation Z consumers.
