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…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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