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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.

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.

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.

GLP-1 drug ads are especially effective with Gen Zers: 23.2% got a prescription after seeing an ad, compared with 9.8% who took no action. Sources. Axios. Ipsos.

College athletes are now media channels in their own right, with the ability to reach specific audiences more effectively than traditional ad buys. Brands that plan ahead, identify rising stars early, and empower them to produce culturally relevant content will outperform peers relying on traditional models.

Even so, YouTube will remain by far the top platform among Gen Zers, used monthly by 89.3% of 12- to 27-year-olds in 2024, per our forecast. In 2023, Instagram overtook linear TV in terms of Gen Z users for the first time. Instagram has had a larger monthly millennial audience than linear TV since 2021. Last year, there were roughly 5 million more Gen Z Instagram users than Gen Z linear TV viewers.

Three in four consumers are concerned about fake reviews, according to January 2023 data from Bazaarvoice. Amazon and other retailer websites have a fake reviews problem, and it鈥檚 driving consumers鈥�Gen Zers in particular鈥攖o seek information about products on social media sites like TikTok and Reddit.

But Gen Z, social is so central to their lives and it cuts across activities, so for media consumption, video news, right through to retailing. So I've no doubt that social commerce will ramp up as Gen Z ages into this financially independent population. So not much change in two years, but definitely moving towards the mainstream. Marcus Johnson:. Suzy. Suzy Davidkhanian:.

Methodology: Time spent estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.

However, advertisers should avoid complete divestment from TikTok, which maintains massive reach and will continue to be popular among key demographic groups, like Gen Z.

Enter the granfluencer: Instead of the stereotypical young influencers, Retirement House鈥檚 channel boasts retirees diving headfirst into Gen Z TikTok trends, offering a delightful 'fish out of water' narrative.

Paid sharing will cost Netflix viewership in 2023: The streamer must avoid losing the long-term loyalty of Gen Z.

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.

On today鈥檚 episode, we discuss what bank CMOs want, the types of customers they are looking for, and if the marketing teams they lead are shifting focus from brand messaging and corporate communications to the middle and lower marketing funnels their product teams target. In our "Headlines" segment, we discuss how bank marketers are building campaigns to reach Gen Zers across the digital ecosystem. In "Story by Numbers," we review bank CMOs' acquisition strategies and their focus on the marketing funnel. And in "What鈥檚 Next," we chat about banks strategies to acquire new customers. Join the conversation with host Rob Rubin and Joseph Pagano, vice president of marketing solutions consulting services at TransUnion.

The platform is top of mind for candidates who are either using it to reach Gen Z or vowing to ban it. And while news consumption is more fragmented than ever, political commentary by TikTok users and creators is already migrating to other media channels. This year will be make it or break it for Threads. We know it鈥檚 not focused on news, but we still don鈥檛 know what it is focused on.

The US LGBTQ+ community is young, diverse, and growing. In four charts, we explain the demographic makeup, buying preferences, and media usage of this rising community.

Gen Z TV viewers spend less time with digital video. 5 things to know about the creator economy in 2023. Retail media ad spending is on track to surpass TV. Yesterday鈥檚 Chart of the Day: Get smart. Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, device adoption trends, company reports, primary research and interviews.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.

Rapid growth in tablet media usage was tied to the introduction of the iPad in 2010 and the introduction of the format by most device OEMs in the following few years. The ceiling for penetration is likely related to the device being a nice-to-have item that is complementary to a smartphone.

Will Gen Z show up? As the "first generation of true digital natives," Gen Z may seem like the most likely demographic to get excited about a new app like Threads. But Gen Z's most-used platform for learning about investing and financial topics is YouTube at 60%, followed by Instagram (44%) and TikTok (37%), according to a Morning Consult survey published in November 2022.

The rise of in-store retail media will prove that the physical store is the next major media channel for brands.