WE Media Consumption Report

Gen Z and Millennials are the most connected and media-centric generations to date, with a wealth of devices, platforms, and types of content constantly at their fingertips. In this environment, young consumers in Western Europe have endless opportunity for entertainment. But that doesn’t mean their attention is divided equally. YPulse data has shown that these consumers are particular with their media choices, exhibiting preferences that are critical for brands to understand if they want to reach and resonate with them.

In this report, we dive into the media consumption behaviors of Gen Z, Millennials, and Millennial parents across the U.K., Germany, Italy, France, and Spain to showcase the devices, streaming platforms, and types of content they’re tuning into the most. We also look individually at each of these five countries to reveal the differences between consumers in each.