蘑菇AV

Gen Zers are becoming podcast listeners faster than any other generation. Millennials and Gen Zers will be neck and neck for the highest podcast adoption this year (60.8% versus 59.8%). But we forecast Gen Zers will overtake millennials within the next year. They will hit 68.9% by 2028 versus 61.2% for millennials.

The news: Spotify鈥檚 Partner Program has opened new monetization paths for video podcasters, enabling MP4 uploads and revenue through ads and subscriptions. Creators like Ryth report earning over $55,000 per month, surpassing YouTube earnings. However, the model doesn鈥檛 support dynamic ads for premium subscribers, prompting networks to hold back. Why it matters: Nearly half of all digital media time is spent on video, and Spotify is betting big on that trend鈥攅specially among Gen Z, who increasingly prefer video-first podcast formats. Our take: Spotify鈥檚 approach may alienate ad-heavy networks for now, but video鈥檚 growth and creator enthusiasm suggest its long-term strategy is sound.

The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming鈥檚 future depends on reaching the next generation, but current models鈥攅specially ad-supported tiers鈥攁ren鈥檛 meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.

Digital gaming is popular across generations. But Gen Zers and millennials are more likely to game on multiple platforms, seek community around the hobby, and pass the habit on to their children.

Forty-five percent of Gen Zers ages 10 to 18 report turning to video games to deal with negative emotions鈥攖his includes 66% of boys (compared with 23% of girls), according to Gallup. What does this mean for advertisers? Invest in banners on genAI sites and apps. Teens are embracing genAI as a regular part of their digital activity.

Discord鈥檚 platform is built for participation, not passive content: Brands face high standards鈥攁nd high rewards if they succeed.

Increased time spent on CTV, social video鈥檚 shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.