Gen Z Media Consumption and Engagement Study

This study presents findings on Gen Z's media consumption and engagement behaviors, conducted online in the United States with a sample size of 2,000 participants aged 16-27. The research aims to track the evolving digital behaviors of Gen Z, focusing on their preferences for content discovery, platform usage, and engagement with brands. Key insights reveal that social media and YouTube are primary sources for content discovery, with over 71% of Gen Z consumers using these platforms. The study highlights that Gen Z is characterized by being 'always on' and hyper-connected, engaging in multiple activities throughout the day. Comedy emerges as the most preferred genre across various media types, while vertical video formats are increasingly popular among this demographic. The report also discusses Gen Z's preferences for short-form content and their engagement with sports on social media, identifying YouTube as the leading platform for sports engagement. Overall, the findings provide a comprehensive view of Gen Z's digital landscape.