A new research study, Gen Z Culture Decoded, unveils fresh insights into how Gen Z consumes content, discovers entertainment, and engages with media. The study, conducted by Toluna, Halford Media Advisory, and Coraly Partners, surveyed 2,000 US-based Gen Z respondents (ages 16-27) and highlights how this hyper-connected generation demands new approaches to marketing, content creation, and engagement.

Findings: How Gen Z Consumes Content

• Social Media and YouTube as Discovery Hubs

  • 71% of Gen Z consumers start their content discovery journey on social platforms or YouTube.

  • From TV shows to sports to podcasts, Gen Z relies on digital channels for entertainment exploration.

• The Always-On Generation

  • More than 55% of Gen Z is "always on" across different activities throughout the day.

  • On average, they engage in seven different activities daily, increasing to eight in the early evening.

• Activity Peaks Throughout the Day

  • Social media: Used by at least 74% of Gen Z at any time of day.

  • Video consumption: Builds throughout the day, peaking in the evening.

  • Sports and gaming: Most popular in the evening.

  • Music, audiobooks, and podcasts: Skew towards the afternoon and evening.

  • Radio and news updates: Primarily consumed in the morning.

• Comedy Dominates Content Preferences

  • Comedy is the most popular genre across entertainment platforms.

  • It is also a preferred element in advertising, indicating that humor resonates deeply with Gen Z.

Insights from Industry Experts

• Mary Ann Halford (Managing Principal, Halford Media Advisory):

  • “We knew Gen Z would have different media appetites, but their consumption patterns are even more complex than expected.”

• Christy Tanner (Founder, Coraly Partners & Chair, Swerve Sports):

  • “Breaking through to Gen Z requires agility and investment in new skills and tools.”

• Jasen Holness (EVP Commercial Strategy, Toluna):

  • “This study provides a blueprint for brands to connect authentically with the most connected generation.”

• Paul Pastor (Co-Founder & CBO, Quickplay):

  • “Gen Z demands short-form, engaging content across all platforms. Streamers and studios must integrate short-form content to stay relevant.”

What This Means for Brands & Marketers

• Social-First Strategies Are Essential

  • Brands must prioritize short-form, engaging content on social media to connect with Gen Z.

• Humor and Authenticity Matter

  • Comedy is a key ingredient in both entertainment and advertising.

  • Authentic engagement fosters deeper connections with this audience.

• Multichannel Presence Is Crucial

  • Gen Z moves fluidly across platforms; brands must have an integrated presence across social, video, music, and news channels.

Gen Z’s consumption habits are redefining how brands, content creators, and media companies engage with audiences. With an always-on, social-first approach and a preference for short-form, entertaining content, brands must rethink their strategies to stay relevant to this digitally native generation.