蘑菇AV

YouTube鈥檚 journey from zoo clip to video empire: A short upload about elephants was the starting domino in the rise of the internet鈥檚 most powerful platform.

he streaming service is expected to bypass the video-centric social media giant by 2026. Nonetheless, Netflix use is influenced by social media: 45% of Gen Zers choose what to watch based on trending content, according to Tubi.

Three-quarters of Gen Zers said short-form video is their most-watched vertical content type, per Toluna, meaning CTV services that prioritize this could get more engagement. Free ad-supported television (FAST) could also help streamers gain traction considering about half (47%) of consumers think they pay too much, per Deloitte.

Among Gen Zers in the US, those who watch both digital video and linear TV spend 13.1 hours per week with TikTok videos and other user-generated content, per Hub Research.

"I think a lot of this is not just the Gen Zers, but we're starting to think a little bit more about Gen Alpha as well.". Digital livestreaming has become a massive part of Chinese media usage, as 59.0% of China's population will watch livestreams at least once a month this year, per our October 2024 forecast.

Growth is primarily being driven by Gen Alpha and Gen Z users, who use it for shopping and search. According to an Adobe survey conducted in March, nearly half (47%) of Gen Zers use Pinterest as a search engine. Tumblr鈥檚 having a moment鈥攂ut that鈥檚 not necessarily translating to user growth.

Streaming video and music top Gen Z adults鈥� media activities, but their digital lives aren't just about entertainment. The multitasking, multidevice cohort treats the intersection of media and technology as a lifeline for socializing and staying informed.

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 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.

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.

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.

Gen Zers in EMARKTER鈥檚 December 2024 US Digital Health survey who had heard of GLP-1s came across weight loss drug content on social media (55.3%), more than any other media channel or setting. Among millennials, only linear TV (52.8%) topped social media (50.3%) when it comes to seeing or hearing about weight loss drugs. New drug forms will emerge, expanding the market of potential GLP-1 patients.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are鈥攐n mobile and with creators.

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.

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.