Gen Z Culture Decoded, a newly published research study, finds that Gen Z is creating new rules of engagement – social first, always on, and hyper-connected. The research found that:
- Social platforms and YouTube are the starting point for discovery – from TV shows to sports to podcasts and more – for 71% of Gen Z consumers.
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At any time of day, more than 55% of Gen Z consumers are “always on,” for each activity studied, with certain activities more common at certain times of day:
- Social media is ubiquitous, with at least 74% using it at any time of day
- Watching video builds throughout the day and peaks in the evening
- Sports and gaming activities peak in the evening
- Music, audiobooks and podcasts skew toward afternoon/evening
- Radio and news updates are more for the start of the day
- Throughout the day, Gen Z is hyper-connected, partaking on average in seven of the activities studied, rising to eight in the early evening.
- Comedy is the #1 genre across entertainment platforms and a preferred element in advertising.
At a time when competing for attention and influence has never been more complex, “Gen Z Culture Decoded” provides a playbook for creating connections and winning their loyalty. This study surveyed the habits and preferences of 2,000 US-based Gen Z respondents, ages 16-27, in December 2024. It was conducted by Toluna, Halford Media Advisory, and Coraly Partners and sponsored by QuickPlay and Swerve Sports.
“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.
“‘Gen Z Culture Decoded’ provides a roadmap for connection and relevance,” said Christy Tanner, Coraly Partners Founder and Chair of Swerve Sports. “Breaking through to this savvy and surprising generation requires unprecedented levels of agility and investment in new skills and tools.”
“This research provides a practical blueprint for how brands can connect in meaningful, authentic ways with the most connected generation we’ve ever seen,” said Jasen Holness, EVP Commercial Strategy, Toluna.
“This research confirms that Gen Z demands short-form, engaging content across all platforms, and it’s where and how they discover new content,” said Paul Pastor, Co-Founder and CBO of Quickplay. “The study clearly illustrates that streamers and studios need to integrate short-form content into their portfolios to remain competitive and relevant to this influential audience.”
Gen Z Culture Decoded included more than 60 questions covering the following topics:
- Discovery
- Social
- YouTube
- Entertainment
- Sports
- News
- Games
- Shorts/Vertical Video
- Ads
What do these Gen Z cultural interests, habits and preferences mean for the future of marketing, advertising and communications? Download “Gen Z Culture Decoded” here.
About Toluna
Toluna is the global research and insights leader that enables businesses to make smarter, data-driven decisions - faster. Learn more at www.tolunacorporate.com.
About Quickplay
Quickplay is leading cloud transformations of OTT and in-home experiences for pay-TV, telcos, and MVPDs. For more information, visit https://quickplay.com/.
About Coraly Partners and Swerve Sports
Coraly Partners is a global multi-platform strategy consultancy focused on streaming, creators and AI. For more information, contact ct@coralypartners.com or visit Swerve.tv.
About Halford Media Advisory
Halford Media Advisory, founded by global media industry veteran and board director Mary Ann Halford. For more information, visit www.halfordmediaadvisory.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250331799857/en/
Contacts
Media:
Caroline Schubert
Caroline.Schubert@toluna.com
