Gen Z even consumes shows and movies – in addition to their other video content - on their phones, tablets and laptops – and they do it for about 3.4 hours every day. While we might assume that the love of video means watching the now seemingly old-fashioned television, we’d be mistaken. “…when we asked Gen Zers which platforms they turn to when they want to relax or cheer up, the No. (For Gen X and Baby Boomer parents who criticize that, it might be worth acknowledging that we’re often the ones putting that pressure on them.)Īccording to Google writer Matt Anderson: While we often fail to appreciate the grind that is an increasingly competitive academic and social atmosphere, 84% of the young people Google interviewed in their study said they feel overwhelmed by their school work and activities – YouTube allows them to decompress. A Google study showed that 7 in 10 Gen Zers also said watching videos with others helps them feel more connected. Clearly, they still want media to be social. YouTube is a particularly popular site because it also allows for commenting on most videos and other interaction with creators, giving users the feeling of a direct relationship with content-makers. (Clearly, there’s a separate conversation to be had here about bandwidth consumption - half of all video traffic is viewed on mobile.) It’s video or vanish for companies attempting to lure Gen Z consumers as Cisco estimates that video will account for 82% of internet traffic globally by 2022, up from 75% in 2017, and that live video will grow 15-fold over that time to account for 17% of Internet video traffic by 2022.
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And according to Google (which owns YouTube), they are using it to gain knowledge or learn skills (even if it’s how to apply winged eyeliner correctly).
A 2018 Pew study showed that 85% of teens use YouTube. Marketers, influencers, news sites, and anyone else who wants to deliver a message to the next consumer generation – which also happens to be the most diverse in history - is going to have to invest in video content. The popularity of video is also giving companies incentives to create more video content. Whatever your preference, you have options with video. If it’s the content you care about, you can listen without watching. If you’re interested in the aesthetics, you can watch with the volume off. It’s a richer form of content than just text or photos and it’s more versatile as well. And video rules them allĭespite the demand for pretty pictures, video has comes to rule the social media landscape. As a result, the use of private chats and ephemeral stories on Instagram and Snapchat are more appealing to them. In addition, it seems that Gen Z has absorbed a lot of the privacy warnings and taken to heart some of the ethical issues that come with oversharing on platforms like Facebook – after all, they’re also thinking about their futures and know that what happens on the Internet doesn’t stay there. It’s way more image-based and way less text-based, and you don’t get everyone’s rant.”
“You get to choose to see all the good stuff and none of the junk. “Snapchat and Instagram are cooler for younger generations because they have less content,” he said. Mark McIntyre, CEO of advertising and web design agency MaxAudience, told The Manifest that the flight to purely visual platforms such as Instagram, Snapchat, and YouTube could be because younger audiences aren’t interested in sifting through different kinds of content to get to what they know they like.
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