3 Gen Z Apps To Watch

These apps giving Gen Z the tools to create and consume mobile video hits could be ones to watch as their entertainment viewing continues to shift to smartphones…

Ypulse’s most recent media consumption tracker report and data is out today, and we continue to see that Gen Z’s video viewing is happening on their phones. When we asked 13-17-year-olds what screen they watch video content on the MOST, almost over 35% said smartphone, versus 25% who said TV. Mobile video is clearly where brands are heading to reach this young audience. Just take Snapchat: the app wants to be the future of TV, and mainstream cable is lining up to participate. Variety reports that they’ve partnered with the likes of Discover Channel, E!News, Comedy Central, and NBCU to roll out Snapchat Shows—short, “bespoke” original series that aim to revolutionize mobile viewing and make “content a more central part of the Snapchat experience.” A-listers like Jimmy Fallon and Conan O’Brien are lending their talent, and traditional cable shows are producing Snap-sized snippets, with networks working closely with Snapchat to tailor content to the platform—and its audience.

But the mobile video that Gen Z is viewing isn’t just brand-created entertainment—arguably, the majority is video content created by friends and celebrities. Our Post-TV Gen trend research found that 87% of 13-17-year-old Snapchat users are watching videos made by friends on the platform, versus 38% who are watching videos made by brands. We saw the same pattern on Instagram and Facebook. Of course, Musical.ly is the perfect example of DIY, consumer-created video content being an entertainment force among tween and teen consumers. The uber-popular lip-syncing app has amassed over 200 million users since their 2014 launch, and 75% are female. Now, fashion…

 
 

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The Newsfeed

“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

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