When it comes to video content, social media platforms and streaming services are head to head as the top sources European Gen Z and Millennials use most. And though you might think these platforms offer such different content they can’t be compared, YPulse’s recent Media Consumption report shows they’re very much in competition for young viewers’ attention. Keeping track of these sources is key for brands to know not only where to advertise, but what kinds of content are succeeding most among young consumers so they can make more of their own. And though brands are unlikely to be making their own show on platforms like Netflix, collaborations with content across other platforms, like Instagram and TikTok, are certainly always on the table. Of course, it’s no secret that TikTok is popular with young Europeans, especially the younger gen. Among 18-24-year-olds—the age group that uses TikTok the most to watch videos—almost two-thirds use it weekly or more often. But that doesn’t mean other social platforms aren’t still gaining attention...
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