Cutting through the noise

No internet? Unimaginable for Gen Z.

For boomers, media consumption centers around “traditional networks” – radio, internet browsing, and especially TV, with 82% watching at least one hour a day. A stark contrast to Gen Z with less than 50% watching linear TV to that extent. Media consumption of young people is all over the place: social media, streaming, YouTube, messaging, browsing – all media consumed at least one hour per day.

Media consumption >1 hr daily

Gen Z

Social media

0

Internet browsing

0

Streaming

0

Linear TV

0

Youtube

0

Boomers

Linear TV

0

Internet browsing

0

Radio

0

Social media

0

Streaming

0

Where to catch them?

If boomers are active on social media platforms, 9 out of 10 use Facebook, just under half use Instagram – end of story.

For Gen Z, Instagram is the most important platform, followed by TikTok and Snapchat. With more than 60% of users, Netflix is way ahead of all streaming services. Spotify and Disney+ both rank above 30% reach.

This diverse use of media obviously requires a very clever and refined targeting in order to make efficient use of the budget available.

Source: YouGov Behavior Change Fall ’24, EU-20