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Why is Gen Z Watching Video Content on These Platforms Less Often?

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Fewer Gen Z are reporting frequently watching video content on these platforms, and we explain why…

TL;DR

  • The number of Gen Z watching video content on each of their top platforms weekly or more has decreased across the board
  • But this doesn’t mean they’re watching less, just that they’re spreading their usage amongst platforms—proving our prediction for a plateau in TikTok use
  • Brands should remember that this really means not to focus on just one platform, but to know how each serves a different purpose to young consumers
Video content is one of the top forms of entertainment for Gen Z, if not the number one, whether it’s long form media or short social media videos. Between streaming services and social media platforms, Gen Z is dividing their attention amongst traditional entertainment and user-generated content—with near equal love. So, when we ask which...

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