Gen Z and Millennials have developed vastly different behaviors when it comes to media consumption. Young consumers want entertaining content and social media is a driving force for Gen Z. COVID increased young consumers’ media consumption on social media, especially TikTok. But while we enter a phase with less isolation and COVID concerns, social media continues to be a place for 13-to-39-year-olds to consume media, and TikTok is now competition for some of the biggest brands in entertainment.
The 2022 Media Consumption report will discuss the clear differences between Gen Z and Millennials’ entertainment habits, where young consumers are really watching video content, and how Millennial parents are allowing Gen Alpha to navigate video content consumption.
Report length: 20 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in October. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in October 2022
