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YouTube is set to draw in 30.7M U.S. Gen Alpha viewers this year. According to an eMarketer forecast, about two thirds of the gen, the oldest of whom are 13-years-old, will be watching YouTube this year. Its accessibility and plethora of attention-grabbing content have made it a rival of traditional TV and streaming services. YPulse data has long reflected this, with 73% of tweens saying they would rather watch shows on YouTube than on cable or streaming platforms. Our Media Consumption report also shows that 68% of parents say their kids watch video content weekly or more often on social media. The forecast proves that YouTube is central to how kids spend their screen time, watch content, and learn new information—and is only growing in influence every year. (eMarketer)
👀 Read more from YPulse: Where Kids Are Watching Video Content
One in five Gen Z men have taken mental health leave from work. Young adult men (18-26-years-old) have taken leave from work due to mental health challenges more than any other male gen in the workforce. The number dips to 14% among Millennial men, 11% among Gen X, and 6% among Baby Boomers. Gen Z men and women are taking mental health leave at the same rate though, suggesting that workplace taboos around men’s mental wellbeing might be deconstructing. This cultural shift shows that employers should prioritize and upgrade mental health support so that employees don’t feel burnt out and unproductive, especially as Gen Z men are 35% less likely to come back to work after a mental health leave than Gen Z women. (Life Health)
👀 Read more from YPulse: Gen Z Males Are Exploring These Bro Wellness Trends
Gen Z’s love for fast casual “slop bowls” beats financial constraints. The “slop bowl” has been highly debated, but according to a new survey, Gen Z is the most likely age group to consume fast casual three times a week or more (25%). They’re also more likely than other ages to spend between $300 and $500+ monthly on dining and takeout for their household (34%). Even though Gen Z is more likely to say their financial situation has gotten worse compared to last year, they are slightly less likely (63%) than the average (66%) to say that their dining out budgets have slimmed. Fast casual is still something Gen Z is willing to spend on, with nearly half saying they would increase spending at fast casual restaurants even when money is tight, way above the national average of 31%. (Fortune)
👀 Read more from YPulse: Gen Z & Millennials’ 15 Fave Fast-Food Restaurants
The Macallan’s latest campaign is a bid towards Gen Z and Millennials. In “Drink of a Generation,” actor James Marsden and his son Jack share a glass of whiskey, positioning The Macallan as a drink that can connect generations. The Marsdens talk about the first time they drank the whiskey together and reminisced on special occasions, appealing to an emotional connection with its price point. (A whopping $5,5K per bottle.) While alcohol sales have dipped in the past few years across the U.S., the ultra-premium category has been better off than the rest—reportedly thanks to 25-34-year-olds, which is The Macallan’s most-reached audience on Instagram. Even though these gens drink less overall, they’re reportedly willing to spend money if it means cultivating a unique and memorable drinking experience. The Macallan is hoping that its ultra-expensive offerings are an investment these age groups will be willing to make. (Marketing Dive)
👀 Read more from YPulse: Are Gen Z Adults Really Not Drinking Anymore?
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