蘑菇AV

On TikTok and Instagram, campaign content gained over 1.7 million views鈥�62% above Tinder鈥檚 three-month average鈥攁nd earned coverage from major media outlets. 鈥淲e鈥檙e investing in creative ways to target Gen Zers and millennials鈥攖hose who are just starting their careers, building their financial futures, and, of course, exploring the world of dating,鈥� said Cress.

Why it matters: As media consumption habits shift, advertisers need to follow audiences where they鈥檙e most likely to engage. Podcasts maintain high penetration among key demographics like millennials and Gen Z, who represent the primary sources of digital buyer growth.

It leads most proportional lists of digital media habits, even though in absolute terms it still lags behind millennials. Gen Z lags in terms of total digital users. In all of the digital categories we track, millennials outnumber Gen Zers. And Gen Xers outnumber Gen Zers in terms of internet users, smartphone users, and digital buyers. But proportionally, Gen Z rises to the top.

Key findings: BNPL has higher adoption rates among millennials, Gen Zers, and the financially vulnerable. These groups may financially benefit from BNPL giving them accessible lines of credit, predictable installment plans, and relative convenience.

The news: Most consumers split their media consumption across podcasts, gaming, music listening, connected TVs (CTVs), and social media. However, streaming services still reign supreme, per Deloitte鈥檚 2025 Digital Media Trends report.

Television has long been the optimal media channel for informing consumers about a prescription drug or a healthcare product or service. That remains true today, even though consumers鈥� media consumption habits are progressively shifting toward digital channels. Here are five charts that will help healthcare and pharmaceutical brands reach more patients through advertisements.

Particularly in the social media sphere, the uptake of video-heavy platforms among Gen Zers and millennials is marked. Germany鈥檚 digital shift sustains total media time. Germany started its digital pivot later than the UK and France, but its current pace of change is strong. This is likely what鈥檚 keeping Germany above its 2019 total media time spent figure.

Millennials are individuals born between 1981 and 1996. Gen X are individuals born between 1965 and 1980. Baby boomers are individuals born between 1946 and 1964. Social network usage is growing even as time spent peaks. Social networks are seeing user growth.

The trend: Digital media channels are becoming a primary source of medical information and guidance for consumers, according to 蘑菇AV鈥檚 December 2024 US Digital Health Survey. Editor鈥檚 note: This article pulls in information from our recently published report, The 2025 Healthcare Consumer, which can be read here.

Millennials and Gen Zers are acclimated to affiliate marketing content and advertising, and they are (relatively) trusting of it. Affiliate marketers must take generational differences in media consumption seriously. With creators and platforms freshly focused on affiliate marketing, advertisers and publishers must make sure that their partnership and distribution strategies are future-proof.

Millennials and Gen X are gobbling up tons of TikTok videos, too. TikTok users ages 25 to 54鈥攍argely the millennial and Gen X generations鈥攚ill spend over 45 minutes per day on the app, well above time spent by 25- to 54-year-old users of other social platforms. This is important for three reasons:. Millennials and Gen X are a sweet spot for advertisers.

Chiefly, younger consumers regularly come across healthcare ads on the digital channels where they spend time: millennials on social media platforms (22.0%) and search engines (20.5%) and Gen Zers on social media platforms (24.7%). However, in last year鈥檚 survey, linear TV topped the list for each generation.

While we expect the number of Gen Z digital video viewers to stabilize, their media consumption is more intertwined with their social media use than is their predecessors鈥�.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.