Where Do Gen Z and Millennials Currently Get Their Content?

Younger audiences are continuing to reshape the entertainment landscape, shifting their focus away from traditional television and movies in favor of social media platforms. With more time spent scrolling through short-form videos, engaging with influencers, and exploring digital content, it's clear that social media has become the go-to source for entertainment and information.

One major player in this shift is YouTube, which has grown into the dominant platform for both streaming content and media distribution. More people, especially younger viewers, are using YouTube to access a wide range of content, including social media-style videos, influencer-led content, and even video podcasts.

Why Younger Viewers Prefer Digital Content

Younger generations are particularly drawn to content that feels more personal and interactive. Social media personalities and influencers are building strong connections with their audiences, offering entertainment that feels more relatable than highly produced TV shows or films. Many of these creators don’t just stick to one platform; they engage with followers across multiple digital spaces, ensuring that their content is always within reach.

At the same time, the cost of entertainment plays a big role in these shifting habits. Subscriptions to streaming services can add up quickly, and with so many options available, young consumers often cancel and switch between platforms to save money. Free, ad-supported streaming services have gained popularity as a result, offering an alternative to paid subscriptions while still providing a mix of entertainment options.

The Future of Media Consumption

Meanwhile, the production of traditional TV shows and films has slowed in some areas, resulting in fewer high-budget projects reaching the screen. While major media companies continue to invest in premium content, there is also a growing emphasis on diversifying entertainment options, including expanding into gaming, to keep younger audiences engaged.

Ultimately, these trends show no signs of reversing. Social media and digital platforms have firmly established themselves as the primary means by which younger audiences consume content. While traditional entertainment still has its place, the demand for more accessible, interactive, and cost-effective content is shaping the future of media consumption.

Cate Bender, the author, is Project Coordinator of Marketing Keys