It might seem obvious, but it’s true: social media is where most Gen Z and Millennials pay the closest attention to a brand’s marketing in 2026, far outpacing every other channel, including streaming service commercials—YouTube remains the steadiest source of ad attention across every age group. Ad-skipping is falling for the first time since 2024, as the vast majority of young consumers say they don’t mind ads that are entertaining, and most want ads personalized to their interests. Unscripted, creator-made content is winning too: more young people pay attention to posts from online influencers and creators than from Hollywood actors, and most prefer organic, user-made images over polished, professional ones when brands post ads on social.
In YPulse’s 2026 Social / Mobile Marketing Preferences Report, we dive into why new product content is now beating user-generated reviews for attention, which brand interactions (following, watching stories, sharing) are climbing while others (brand challenges, messaging, filters) are cooling, and what young people are actually buying after seeing it on social media.
Report length: 21 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada (n=1000 U.S., n=500 Canada), fielded May 13–21, 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., France, Germany, Spain, and Italy (n=500 for each country), fielded May 13–21, 2026.
