Forget TV guides and scheduled programming—Gen Z is rewriting the rules of media engagement, and it’s all about digital-first, all-the-time connectivity. A new study by Toluna, which surveyed 2,000 US Gen Z consumers (ages 16-27), reveals that this generation isn’t just online; they live there.
“We started with the thesis that the first generation to go through puberty with social media would have different media appetites. While social media and YouTube are starting points for Gen Z content discovery, their consumption patterns are complex and sometimes surprising,” said Mary Ann Halford, Halford Media advisory managing principal.
Social media and YouTube have become the primary gateways to entertainment, with 71% of Gen Z turning to these platforms first for discovering TV shows, sports, and podcasts. Their media consumption is constant, with more than half of them engaged in at least one digital activity at any given moment.
Social media dominates throughout the day, while video-watching surges in the evening. Sports and gaming peak after dark, while music, audiobooks, and podcasts are more popular in the afternoon and evening. Staying informed through news and radio updates remains a morning habit.
Multitasking is second nature to this generation, with the average Gen Z consumer juggling seven activities at once, rising to eight in the early evening. And when it comes to content preferences, comedy reigns supreme; whether in entertainment or advertising, humour is the key to grabbing their attention.