Gen Z & Millennials’ 15 Favorite Online Celebrities

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

As fame continues to fragment, we asked 1000 13-35-year-olds to tell us their favorite online celebrity. Find out who made the list...

In the months since we released the Ypulse Quarterly report that took a deep dive into The Influencer Effect, influencer marketing has only gotten bigger—and more amorphous. While the online-famous are making big bucks (for themselves and brands) and companies are clamoring to strike partnerships in an effort to reach the elusive ad-skipping Millennials and Gen Z, The Influencer Effect is further fragmenting another youth mainstay: celebrity. We’ve covered the redefinition of fame plenty in the past, but the lines between what constitutes a celebrity and what doesn’t are getting even blurrier. It has everything to do with social media: today’s young consumers prefer online content and prioritize an intimate connection with their idols over the top-down inaccessibility of the celebrities of yore. And while this means that an Instagram personality with a million followers is as much of a celebrity as the actor du jour in the eyes of 13-35-year-olds, it also means that those more classic celebrities—the pop icons, film starlets, and rock stars—are better received when they maintain a strong social media presence.

That’s making the question of fame even more complicated. In each of our quarterly social media tracker surveys, we ask 1000 13-35-year-olds, “Who is your favorite online celebrity?”* We clarify that this could be a blogger / vlogger, social media star on YouTube, Vine, Instagram, Twitter, Tumblr, etc. and let them tell us their top pick. This time around, Millennial and Gen Z respondents listed upwards of 700 stars, the majority of which had just one vote, confirming that the days of a reigning handful of celebrities are dead and gone. But more…

 
 

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The Newsfeed

Quote of the Day: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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