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.
Download the full report for insights on:
- The top device Gen Z is using by far for media consumption and how that is affecting the types of media they consume and the platforms they use
- The platforms that are proving to be competition to video streaming services due to Gen Z’s media consumption behavior
- The group that is most driving social media video consumption and the popularity of platforms that are focused on video
- The group that is most likely to be spending to watch movies both in-theater and at-home
Report length: 11 pages
Based on a survey of 1300 13-39-year-olds in the U.K., Italy, France, Spain, and Germany, fielded in June 2021
Additional survey content for Pro users: Devices and platforms kids use to watch video according to Millennial parents, media subscription participation, and average monthly spend on forms of entertainment.