The Top 15 Sites Millennials & Gen Z Are Reading

Where on the internet are young consumers spending their time? We asked what sites they’re reading regularly…

For years, the magazine has been reinventing itself in the wake of the digital era—cutting back on publishing and moving to the social spaces young consumers spend their time on. Titles like Teen Vogue and Self are cutting back on print and focusing on creating social-only content like Snapchat pop-up channels and Facebook Live shows. When we ask young consumers what subscriptions they pay for, only 13% of 13-36-year-olds tell us they pay for a physical magazine subscription. Their reading has shifted online—certainly to social media, where they’re doing everything from getting fashion inspiration to consuming entertainment—but also to digital publications.

And there are a lot vying for their attention. Traditional news sources and magazines have pivoted to focus on their digital offerings as the draw for young consumers, and digital native content sites are in a constant race for clicks from Gen Z and Millennials. Back in 2014, Digiday reported that Millennial-targeted sites, from BuzzFeed to Upworthy, were on the rise in reaction to the generation’s disillusionment with traditional news sources. But where is their online attention being grabbed today? In our most recent survey on entertainment, we asked 13-36-year-olds, “What websites do you visit/read regularly? (Other than social media sites.)”* Here are their top 15 responses, ranked:   

*This was an open-end response question to allow us to capture the full range of sites that Gen Z and Millennial consumers are reading—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The lists are ordered according…


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Quote of the Day: “Kids are so busy these days, and I think slime gives them the stress relief needed to just slow things down for a moment.”—Karina Garcia, YouTuber (YPulse)

CVS will soon sell CBD products in eight states. The drug store is getting involved in the cannabis craze by stocking up on personal care products like lotions and sprays that feature the buzzed-about ingredient which 59% of Millennials told us should be more mainstream in our Cannabis Infusion trend. Notably, the drug store won’t be bringing any digestible forms of CBD to their stores though, meaning supplements, edibles, and trendy drinks won’t be hitting their shelves (yet). (Fortune)

Blueface is becoming more than the viral meme that launched his rap career. His hit song “Thotiana” took over social media recently and broke into the Billboard Top Ten, but critics were quick to debate whether he paid his dues in the rap world. But he’s not afraid to admit that “Getting to this point probably took about 25 percent music” and that Blueface is a role he plays, complete with signature dance moves. Now, a sequel to “Thotiana” is in the works and some critics are taking him seriously, calling him “ahead of his time.” (NYTWP)

HBO is challenging fans to find six real-life iron thrones hidden across the globe—all to hype up the upcoming Game of Thrones premiere. The interactive marketing move is the second part of HBO’s #ForTheThrone campaign, which kicked off at SXSW 2019 by asking viewers to shed blood for the show and donate to the Red Cross. The first throne was found by fans within a day after an image of the #Throneoftheforest went live, and the show’s Twitter suggests the second throne has already been claimed as well. (Marie Claire)

Niantic’s Harry Potter game is leveling up the augmented reality gaming introduced by Pokémon Go. In “Harry Potter: Wizards Unite,” Potterheads (the franchise’s Next Level Fandom) search the IRL world for magical objects and creatures using a similar gameplay that turned Pokémon Go into a global craze—but Niantic has made some improvements in their attempt to strike gold twice. In addition to tech upgrades, Niantic is making sure interactive elements are placed in “pedestrian-friendly locations” to avoid accidents. (WSJ)

Saucony is doubling down on Dunkin’-themed sneakers with a second pair. The athletic brand has been heating up the food industry with sneakers inspired by avocado toast, bacon and eggs, and more. And after a successful first run with Dunkin’ last year, they’re coming together again to celebrate the Boston Marathon. It may not seem so symbiotic to all, but 45% of Millennials told us in our Brandoms trend that they like to see their favorite brands take on other industries. (Fortune)

Quote of the Day: “The trend that Riley Rose is tapping into in order to appeal to young shoppers is primarily the K-beauty trend that has taken over in recent years, providing customers with brands that they usually can only find online, now in their store.”—Linda Chang, Cofounder, Riley Rose (YPulse)

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