Trend Report: Growing Up YouTube

An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.

Gen Z’s lifelong exposure to YouTube has changed their media preferences and behaviors, and the next generation of YouTube Kids is being raised now. As worries mount about the kind of content kids are being served on the platform, teens are here to tell us what they think about the platform and how it affected them. The youngest members of Gen Z will grow up with YouTube being an integral entertainment source for them, and unlike traditional TV, moderation is lax. How are young consumers using YouTube today? How did growing up watching YouTube impact their entertainment preferences? We asked all these questions and more in this in-depth look at YouTube’s impact on young consumers’ media appetite.

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