YPulse Trend Report: And We’re Live

Gen Z and Millennial research, trends, and insights

Livestreaming services and social media’s newest features have created a new era of live content that is changing entertainment—and young consumers are watching. The majority of 13-36-year-olds tell us they’re streaming live video regularly, and three in four say they’re watching up to an hour of this type of content every day. Going live means being more authentic and more creative in finding ways to hold interest—and it’s trending among brands who want to stand out among marketing clutter. This trend looks at where young viewers are going for live entertainment, what interests them most about it, how brands have used it to their advantage, and the most effective ways of going live.

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