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

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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