For Gen Z and Millennials, YouTube and Netflix are still the biggest draw for weekly video watching, but social platforms like TikTok and Instagram are quickly closing in on traditional streamers. Add gaming and scrolling into the mix, and young people are splitting their free time more ways than ever. The report breaks down where all those hours are actually going, and which format, long or short, is winning the fight for attention.
In YPulse’s 2026 Media Consumption Report, we dive into how young people split their free time between gaming, streaming, and scrolling, why streaming subscriptions dominate what they pay for each month, and why shoppable video is still an emerging habit rather than a mainstream one.
Report length: 21 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada (n=1000 U.S., n=500 Canada), fielded July 22–29, 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., France, Germany, Spain, and Italy (n=500 for each country), fielded July 22-29, 2026.
News consumption habits, which sources they trust, and how misinformation and media skepticism are shaping their worldview.
TV and entertainment viewing habits, which streaming services they’re subscribing to, and how their viewing habits are shifting.
