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 people are consuming the conversation, TV is still often what’s creating it. Right now, brand new series and #BookTok adaptations like Widow’s Bay and Off Campus have been flooding young people’s social media with episode breakdowns, reaction videos, and (of course) fan edits, inspiring other young viewers to tune in themselves. But what’s trending isn’t always what sticks in young people’s minds well after it’s aired. (Though, if the...
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