Gen Z: Redefining Media Consumption

Ken Rutkowski

Generation Z, born between the mid-1990s and early 2010s, is the first to grow up with the internet and smartphones seamlessly woven into their lives. They are true digital natives, and understanding how they consume media is not just important — it’s essential for anyone in marketing, content creation, or strategic innovation who wants to stay ahead of the curve. My daughter Gia, who has grown her TikTok following to over 5.7 million, embodies this generational shift by helping brands understand how to genuinely connect with Gen Z. Her influence is a testament to the power of authenticity and creative expression in reaching this audience.

What Makes Gen Z Unique?

Gen Z isn’t just another demographic; they’re a tidal wave reshaping the very foundations of how we engage with technology and content. Their habits reveal a new playbook:

• Digital Natives: Over 98% of Gen Z owns a smartphone, and they spend an average of over 9 hours a day online. This generation has never known a world without instant access to information. They crave digital-first experiences, and they’re increasingly rejecting traditional media. Linear TV? That’s a relic of the past — something their parents might still use to catch the evening news.

• Short Attention Spans, But Deep Interests: In a crowded digital world, Gen Z’s attention span averages just 8 seconds — shorter than that of a goldfish. Yet, when something captivates them, they’re willing to go deep. They binge-watch series, dive into YouTube rabbit holes, and devour multi-part TikTok stories. Platforms like TikTok, Instagram Stories, and YouTube Shorts offer the rapid, engaging content that fits their appetite for quick, impactful experiences.

• Diverse and Inclusive: Gen Z values diversity and representation more than any generation before them. They’re 40% more likely to engage with content that authentically reflects different cultures, identities, and perspectives. This generation wants creators who are real, who break traditional molds, and who are unafraid to tackle the difficult conversations.

  

Globally, these traits are evident. In the UK, 70% of Gen Z consumers say they want brands to have a strong point of view on social issues. In India, platforms like YouTube and Instagram are driving unprecedented youth engagement, with nearly 80% of Gen Z spending over four hours a day on social media. In Brazil, Gen Z's preference for inclusive and authentic content has fueled the rise of local creators who challenge societal norms and traditional media narratives.

Where Are They Watching?

Gen Z’s favorite platforms paint a vivid picture of digital dominance and cultural convergence:

• TikTok and Instagram: These platforms are where Gen Z lives, breathes, and forms opinions. TikTok isn’t just for dance challenges — it’s a powerful news source, a stage for activism, and a cultural megaphone. Over 70% of Gen Z uses TikTok for news, and Instagram remains a hub for social connection, creativity, and trendsetting. These platforms are where Gen Z’s attention is focused, and they wield them as tools for expression and influence. My daughter Gia is a prime example of this. She has leveraged her TikTok presence to help brands craft messages that resonate, using short, impactful videos to highlight brand authenticity and engagement.

• Streaming Services: Netflix, Disney+, Hulu, and even emerging players like Max have become the go-to destinations for longer-form content. Gen Z loves binge-watching — but on their terms. They want what they want, when they want it, and traditional TV simply doesn’t fit into that model. Around 75% of Gen Zers have never subscribed to cable TV, viewing it as an outdated, restrictive medium.

• YouTube: YouTube isn’t just a platform for entertainment; it’s also an educational powerhouse. Whether it’s makeup tutorials, fitness routines, or deep dives into science and philosophy, YouTube is where Gen Z turns to learn. In fact, nearly 85% of Gen Z uses YouTube as their preferred learning tool — it’s on-demand, visual, and often comes with a personal touch.

  

The Impact of Technology

Technology has fundamentally redefined what Gen Z expects from content:

• On-Demand Everything: Over 85% of Gen Z watches on-demand content, and they expect immediate access to whatever they want. Appointment viewing, like tuning in for a show at a specific time, is a foreign concept. They’re accustomed to the power to pause, skip, or binge at their leisure.

• Interactivity and Engagement: Gen Z doesn’t just consume content — they interact with it, shape it, and share it. Live streams, interactive polls, challenges, and comment threads are crucial. Roughly 80% of Gen Z is more likely to support a brand that provides interactive social experiences. They want to be part of the story, not just an audience. Gia’s success on TikTok demonstrates how much Gen Z values participation. She consistently uses polls, Q&A sessions, and interactive challenges to foster genuine connections with her audience, which in turn amplifies her influence.

• Influencer Trust: Influencers are the new trusted voices. Nearly 65% of Gen Z has made a purchase based on an influencer’s recommendation. They trust influencers because they feel authentic, relatable, and unfiltered — qualities that traditional advertising often lacks. Influencer marketing isn’t a nice-to-have; it’s a must-have for reaching this demographic.

  

What Does This Mean for Content Creators and Marketers?

Gen Z’s habits are rewriting the rules of engagement. To resonate with them, content has to be:

• Authentic and Relatable: Gen Z can spot inauthenticity from a mile away. They crave honesty and transparency. Brands and creators need to show real people, real stories, and the imperfections that make us human. Vulnerability isn’t a weakness — it’s a powerful way to connect.

• Snackable Yet Impactful: Short-form content is the gateway to engagement. A 15-second TikTok can convey a message more effectively than a 30-minute ad. The key is to create snackable content that delivers an emotional punch — something funny, inspiring, educational, or surprising.

• Interactive and Participatory: It’s not enough for content to be a spectator sport. Gen Z wants to participate, to have a say, to remix and reshape. Brands that invite participation — through challenges, Q&A sessions, co-creation, or gamified content — will win the loyalty of this generation.

Staying ahead of how Gen Z consumes media is more than just knowing where they hang out online. It’s about understanding their values, tapping into their need for authenticity, and adapting content to fit into their fast-paced, digitally driven lives. The future of media is interactive, inclusive, and always on — and Gen Z is leading the way.