Streaming services and social platforms are all fighting for Gen Z’s attention. But more often than not, they share it. Instead of sitting down in front of one screen, Gen Z is bouncing between their devices, watching whatever their algorithm serves up next. One minute it could be a full-length episode on Netflix, the next a clip on TikTok, followed by a deep-dive explainer video on YouTube. And in the past few years (basically, since TikTok exploded), social platforms aren’t just for quick clips anymore; they’re producing content that looks and feels like traditional TV. Think TikTok microdramas or long-form YouTube series with the structure and storytelling of streaming shows. (And certainly, the same budget.) At the same time, streaming platforms are borrowing from social—posting clips, producing personality-driven content, and building in-community conversations. The result is a content ecosystem where every format is interchangeable, but there are most definitely still favorites.   In YPulse’s YouTube Effect trend report, we shared which platforms 13-39-year-olds use to watch video content weekly or...