Gen Z Media Consumption: Streaming Video and Music Lead the Way

In the ever-evolving world of media consumption, Gen Z adults are leading the way. According to a recent study, streaming video and music are their top choices for daily entertainment. With a clear shift away from traditional media, it's essential for marketers to understand these preferences and tailor their strategies accordingly. Let's explore the key stats and insights to better connect with this influential generation.

The Gen Z Media Landscape

Explore the changing media landscape for Gen Z adults and understand their top media preferences.

In today's media landscape, Gen Z adults are redefining how entertainment is consumed. Streaming video and music have taken the lead, with 46% and 43% of Gen Zers engaging in these activities daily, respectively. This generation has veered away from traditional media, such as linear TV and AM/FM radio, showing a clear preference for digital platforms. Understanding these shifts is crucial for marketers aiming to reach Gen Z effectively.

According to a recent report, 9 in 10 Gen Zers are multiscreeners, meaning they simultaneously consume content on both TV and the internet. This behavior creates unique opportunities for brands to engage with this tech-savvy cohort.

The Power of Streaming Video

Discover why streaming video has become a dominant media activity among Gen Z adults.

One of the key highlights for Gen Z media consumption is their preference for streaming video. With a growing number of video streaming platforms available, Gen Zers have access to an endless array of content at their fingertips. This convenience and variety are attracting millions of young viewers.

The Allure of Personalized Content

Streaming platforms provide a personalized experience, allowing users to curate their own media diet. Gen Z's hunger for individuality and unique experiences has fueled their embrace of streaming video. They can easily find content that aligns with their interests and values, creating a deep sense of connection and engagement.

Empowering Discoverability and Exploration

Streaming services leverage algorithms to recommend relevant content based on viewers' preferences. This tailored approach encourages Gen Z to explore new genres, expand their horizons, and discover new artists or creators. The sense of never-ending discovery keeps Gen Zers captivated and continuously engaged with content.

The Rise of Streaming Music

Understand the appeal and popularity behind Gen Z's preference for streaming music.

Streaming music has revolutionized the way Gen Zers enjoy their favorite tunes. This digital transition is driven by various factors, including convenience, affordability, and selection.

On-Demand Access to a Vast Library

With music streaming services, Gen Z can access an expansive library of songs instantly. Gone are the days of purchasing individual albums or waiting for radio play. They can explore a myriad of artists and genres at their convenience, catering to their ever-changing moods and preferences.

Curation and Customization

Streaming platforms offer personalized playlists and recommendations based on users' listening habits, allowing Gen Zers to effortlessly discover new songs and artists. Additionally, they can create their own playlists, experiencing a sense of ownership and self-expression through their curated music libraries.


Gen Z adults' media preferences have shifted significantly, with streaming video and music taking the lead as their top daily activities. This generation's embrace of digital platforms reflects their desire for personalized and on-demand content experiences.

Marketers must adapt their strategies to effectively reach and engage with Gen Zers. Leveraging the power of streaming platforms, understanding the allure of personalized content, and capitalizing on the rise of streaming music are key tactics to connect with this influential generation.


How can marketers tailor their strategies to reach Gen Z?

Marketers should focus on digital platforms, particularly streaming video and music, as these are the top media activities for Gen Z. Personalization and discovery are crucial elements, so tailoring content recommendations and leveraging algorithm-driven suggestions can enhance engagement.

Are Gen Zers prone to multitasking while consuming media?

Yes, the majority of Gen Z adults are multiscreeners, meaning they simultaneously consume TV and internet content. This behavior presents opportunities for marketers to create integrated campaigns that capture Gen Z's attention across multiple screens.

What are the benefits of streaming music for Gen Z?

Streaming music provides Gen Zers with on-demand access to a vast library of songs and offers personalized playlists and recommendations. This empowers Gen Z to explore new music and artists conveniently, expanding their musical horizons.

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