The Video Advertising Bureau (VAB) has released a report titled Disconnect to Reconnect: How Real-Life Shared Experiences Are the Antidote for Social Media Isolation Among Gen Z. The findings highlight a significant trend among Gen Z, who are increasingly turning to real-life shared experiences to counteract the negative emotional impacts of social media.

• Concerns About Social Media:

  • 65% of Gen Z express worries about malware, viruses, buffering, and other issues on social media platforms.
  • 43% often feel annoyed or frustrated with the video ad experience on these platforms. (Source: VAB custom research)

• Preference for Advertising Models:

  • 58% of Gen Z prefer free ad-supported content over paid ad-free options. (Source: VAB analysis of MRI Simmons 2024 August Cord Evolution Study)

• Social Media Distancing:

  • 83% of Gen Z have actively sought to distance themselves from social media. (Source: Harris Poll via EMARKETER)

• Value of Shared Experiences:

  • Gen Z considers TV and streaming essential for fostering shared experiences, with 43% enjoying the quality time spent with friends and family while watching content together. (Source: VAB custom research)

• Positive Impact of Premium Video Content:

  • Engaging with TV, streaming, and cinema creates a positive atmosphere, which significantly influences purchasing behavior. A positive mindset can lead to a 35% increase in purchase intent for products seen advertised. (Source: Hearst, Power of Positivity, 2023)

Expert Commentary

Jason Wiese, Senior VP and Director of Strategic Insights at VAB, emphasized the importance of real-life shared experiences: "To escape the increasingly negative impact of social media on their emotional well-being, Gen Z has been seeking out more real-life shared experiences that create positive and sociable activities. High-quality premium video content profoundly influences Gen Z's mood and behavior, providing brands with a unique opportunity to engage these highly attentive audiences."

The VAB's report reveals a critical shift in Gen Z's media consumption habits, highlighting the value of shared experiences over social media interactions. Brands have a unique opportunity to connect with this demographic through high-quality video content that fosters community and encourages positive emotional engagement.