3 Video Platforms Vying for Gen Z’s Attention

Gen Z is all about sharing video, and these video-focused social platforms are hoping they can pull in young users...

While Millennials came of age in a text-first world, for Gen Z, it’s all about video. Sure, both generations have had a hand in pushing the popularity of video content, but it’s the younger generation that is driving mobile video consumption. In fact, a recent study from VidMob found that 56% of Gen Z increased their use of Snapchat in the past year, and 59% said they used their YouTube app a lot more in 2018 than they did in 2017, compared to 40% and 46% of Millennials, respectively. Additionally, seven in 10 teens spend more than three hours per day watching mobile video, according to Think with Google, and Ypulse research shows that teens are watching more entertainment on their phones than on any other device. With this in mind, social media is becoming the number one home for Gen Z entertainment and a legitimate place to launch shows for the Post-TV Gen, with everyone from BuzzFeed to Snapchat launching series aimed at the generation.

At the same time, Gen Z is migrating away from social media as a vessel for simple social interaction, and are more likely to use social platforms to create, share, and consume videos—and are also more likely than Millennials to embrace new platforms that promise entertaining video content, according to VidMob. Case in point: When lip-syncing app musical.ly launched in 2014, it became an overnight sensation among teens, exploding to the top of the App Store charts and growing to 100 million active users per month. The purpose of the app was simple—users created 15-second lip-syncing music videos to share with friends. The platform followed in the footsteps of the wildly popular and widely mourned Vine, which let users share…


Want to talk to us about the article
or dive into a custom study?

The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies