A new report from Comscore offers marketers some of the key digital and social media trends they may need to reach a digital-first cohort with increased consumer influence — Generation Z — with the right message exactly where they are most receptive to receiving it.
Does that still involve broadcast radio and television?
Comscore SVP of Client Insights and GTM Enablement Danan Ren, Lead Analyst for Client Insights Bo Liu, and Product Marketing Principal Caleb White came together to share their conclusions.
Overall, more content is created and consumed than ever before, and by larger audiences. That said, Comscore looked at digital media such as Connected TV as the basis for the study.
Connected TV as of April 2021 was consumed in 82 million households. As of April 2024, that total increased to 91 million households.
Furthermore, Comscore notes, online video consumption continues on a growth trajectory that’s quite impressive, with some 89% growth in video views across all properties seen between April 2021 and April 2024.
And, GenZ is consuming both Reels and TikTok.
But, what about their entertainment preferences?
- 22.5% use a streaming service with live TV capabilities
- 45% say that they prefer watching TV shows online
- 33% strongly feel that social media is useful
So … how should marketers reach the GenZ cohort. There’s no mention of radio or TV.
The other key takeaway from the study shows that 88% of Gen-Z households are cordless. In fact, some 43% of Gen Z participants in the study are “Cord-Nevers,” while 37% are “Cord-cutters.”
To little surprise, the top streaming services, in order, are YouTube, Netflix, Prime Video, Hulu, Max, and Peacock.
Spotify is the top audio streaming platform, and has more consumption that Disney+, Tubi or The Roku Channel.
