Social media isn’t just part of Gen Z’s day—it is their day. According to YPulse’s biannual Social Media Monitor, Gen Z is active on six different platforms daily, on average. And they’re obviously not just spending a quick few minutes on them—YPulse’s Social Media Behavior report shows teens and young adults spend more than four hours a day on social media. Over the course of a week, that adds up fast (up to 28 hours a week, by their own estimates!). With that kind of commitment, it’s no wonder YPulse’s Media Consumption data shows Gen Z’s logging more video screen time on social platforms than on streaming services. But each app offers something different, whether it’s entertainment, messaging, or keeping up with creators, meaning the time they spend across different platforms is purposeful. So, which social media platforms are actually getting the most of these hours? In YPulse’s Social Media Behavior report, we ask 13-24-year-olds to estimate how much time they spend on the social media platforms they use...
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