YPulse data shows that for many Gen Z and Millennials, social media content is beginning to outperform traditional TV when it comes to where they spend their attention. On the surface, it can seem like TV is losing cultural importance altogether. But it’s important for brands to understand that what young people watch off social media is just as much as what they’re watching on. In reality, TV is still one of Gen Z’s biggest cultural touchpoints—often giving young people stuff to joke about, discuss, and react to with their friends IRL. So, while social media may be where young...