How Gen Z Uses YouTube

When it comes to social media, platforms like Snapchat and Instagram often steal the spotlight with their flashy new features. However, if you’ve overlooked YouTube in favor of these trendier platforms, think again—especially when it comes to engaging with Gen Z. While other demographics might view YouTube as just another video platform, Gen Z sees it as an integral part of their daily lives. Recent studies show that in 2022, Gen Z spent an average of 1,574 minutes on YouTube, proving its status as a powerhouse for this tech-savvy generation and highlighting its importance for marketers aiming to connect effectively.

Gen Z’s reliance on YouTube extends beyond mere entertainment—it’s deeply ingrained in their daily lives. A survey conducted by Ipsos found that a remarkable 94% of Gen Zers in the United States aged 13-24 use YouTube regularly as a source of entertainment, education, and information.

Generation Z’s love for online visual content and video is unmatched, with YouTube standing out as their top pick. According to a report by Pew Research Center, a staggering 85% of teens aged 13 to 17 use YouTube, making it the go-to social media platform for this age group. With such widespread usage, YouTube presents a prime opportunity for brands to connect with Gen Z audiences through engaging video content.

Beyond entertainment, YouTube has become a key learning resource for Gen Z. From mastering new skills to exploring hobbies and accessing educational content, YouTube functions as a virtual classroom for this generation. A study by Pearson revealed that YouTube is second only to teachers as Gen Z’s preferred learning method, underscoring its crucial role in their educational experience.

Gen Z prefers brands that produce genuine, entertaining content aligned with their values and interests. A survey by Criteo revealed that 60% of Gen Zers favor authentic ads that provide value, indicating a desire for more sincere brand interactions. This trend offers marketers a chance to utilize YouTube for storytelling, showcasing brand personality, and offering valuable resources to consumers.

Rather than focusing solely on sales-driven content, brands can provide genuine value to Gen Z by offering helpful information, entertaining resources, and educational content. Whether it’s tutorials, behind-the-scenes glimpses, or influencer collaborations, YouTube provides endless opportunities for brands to engage with their audience in meaningful ways.

YouTube isn’t just a video-sharing platform—it’s a cultural phenomenon that has become deeply ingrained in the lives of Generation Z. By understanding Gen Z’s YouTube habits and preferences, marketers can tailor their strategies to effectively engage this audience and build lasting connections.