YPulse’s The Attention Economy trend report explains everything brands need to know about how young people divide their time amongst media, as their eyes are a valuable currency of its own for media and brands alike. Among the questions we asked young Europeans from the U.K., France, Germany, Spain, and Italy is what type of media holds their attention the most. From a list of 20 options including music, video games, TikToks, and more, these are 13-22-year-olds’ top eight picks: TikToks and YouTube videos catch European Gen Z’s attention the most As TikTok is European Gen Z’s most-used social media platform, it’s also the type of media that holds their attention the most. YPulse’s data shows that more than half of European Gen Z say TikTok videos hold their attention—a feat that only one other platform shares. There are a few reasons to explain why TikTok is so magnetizing to young consumers in Western Europe. First and foremost, short video content supplied by an algorithm which knows their interests...
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