YouTube outranks TikTok among Gen Zers—breaking down their media habits

Effectively reaching Gen Z consumers has become an increasingly complex balancing act, with young viewers dispersed across media platforms and eager to call out brands that inauthentically invade their favorite channels. But the young demographic, particularly the teens whom advertisers must comply with strict data privacy regulations in reaching, remains an important factor in holiday shopping decisions. A new survey conducted by PreciseTV and youth research firm Giraffe Insights found teens 13 to 17 years old are the largest source of inspiration for what parents buy for their kids. Check out the latest Ad Age events and award programs “With teenage advertising now you have to do it in a [privacy] compliant way, which is contextual advertising,” said Denis Crushell, chief commercial officer at media insights company PreciseTV. “Advertisers need to get better at understanding teens’ [media] consumption, not only at a high level, but actually on a video-by-video level, theme and topic. It was very easy years ago, when it was ‘Friends’ or the Super Bowl. But now, with these fragmented audiences … you need a lot more detail.” The survey, which asked 1,000 teens aged 13 to 17 and their parents about media habits, found that YouTube, TikTok and video games were the most regularly used media. It also found a few surprises—58% said they were Facebook users versus 55% for Instagram, and 36% said they’d recently watched content on linear TV. As advertisers continue prioritizing Gen Z consumers, PreciseTV’s survey results illuminate the complex media diet and ad skepticism held by young audiences. ‘Showing up in their neighborhood’ When ranking social media platforms, the majority of Gen Z respondents (46%) selected YouTube, followed by TikTok (29%). Facebook again outranked its Meta sibling Instagram—25% versus 23%—and 10% picked Snapchat. Just 3% of respondents ranked X as their favorite social platform. Evaluating advertising on each platform, the survey found notable divisions between the media channels teens recalled ads versus those they found most enjoyable. YouTube ranked highest by both metrics—52% recall ads they’d seen on the platform, and 27% said they were of better quality than other platforms (although 25% of teens skip all advertising on YouTube). Gen Z’s tolerance for ads on TikTok and Instagram is much lower—with 19% and 10% saying they enjoy the ads on the platforms, respectively. But responses to ads on influencer-led platforms such as Instagram or TikTok versus other social platforms are more nuanced. Crushell said respondents’ evaluation of ads on influencer-led platforms such as Instagram and TikTok are likely a response to ads that play as traditional commercial disruptions rather than those integrated in creator content. Brands looking to reach teens should “have a completely different strategy for TikTok than for YouTube, than for Twitch, etc,” said Ben Harms, chief growth officer at youth marketing agency Archrival. “[Brands] have to offer value in the realm of that platform, or it absolutely doesn’t make any sense at all.” Harms pointed to a collaboration between influencer Charli D’Amelio and Ford earlier this year in which the creator recounts her relationship with the automaker from her youth. But the video, highly produced with actors and sets, was called out for its misalignment with D’Amelio’s other content on YouTube and TikTok. Top comments on YouTube include, “This might be the worst ad I’ve seen in years,” “I’m so confused what is this” and “‘My dad’s always been a Ford guy…’ except for the BMW he was driving when he got a DUI with a 9yr old Charli and 3 strangers in the car.” (Marc D’Amelio was arrested in Connecticut for DUI in 2014; he was granted accelerated rehabilitation and the charges were eventually dismissed, according to The Hour.) “They literally just played a Ford ad on her TikTok feed … and it just got blasted in the comments,” said Harms. “It starts with knowing your audience and being really, really authentic—why are people on that channel, and how can you offer value to them in that space and not be interruptive … It’s all about showing up in their neighborhood.” Similarly, Harms advised brands should show up differently in different types of content. Advertisers seeking gaming audiences in a YouTube livestream will find their long-form video ad may be less well-received when it disrupts viewing versus on-demand or music streaming, where consumers expect traditional ad breaks, said Harms. On YouTube, gaming content (43%) and music streaming (36%) took the lion’s share of genres watched by teens. Other notable genres, including comedy, how-to videos and makeup and fashion, took less than 20% shares of content consumption each. Thirst for nostalgia In the realm of TV, teens ranked linear ads higher in impact than streaming. A higher percentage of teens recall seeing ads in streaming (31%) than linear TV (29%), yet streaming ranked lowest among platforms that serve ads teens enjoy the most (9%). Linear TV ranked second highest at 23%, and similarly exemplifies the acceptance of ads on platforms where they’re expected versus platforms that have only recently begun interrupting content. Outside of youth-oriented linear channels Nickelodeon and Disney, teens said they most watched NBC, Fox, ABC and ESPN. Notably, 70% of respondents say their families co-view video content several times a week to every day. Harms said a key for identifying opportunities in streaming as well as reaching other teen fan communities is Gen Z’s hunger for nostalgia. Platforms that Gen Z feel they’re part of the revival for, such as Tumblr, offer new platforms for reaching young consumers, said Harms. And Archrival recently conducted an internal study with a major streamer (Harms declined to identify which platform) in which the partners found half of the content Gen Z viewers consume are licensed library shows rather than new releases. When selecting streamers, 27% of teens selected Netflix as their app of choice. Netflix has proven a strong driver of viewership for library content such as the explosive consumption of “Suits” that began last year and has persisted this summer. Netflix was followed by YouTube at 16%, and Hulu ranked third, with 10% preferring the platform. Prime Video, Disney+ and Paramount+ all held single-digit percentages of preference. Gen Z is “the most stressed out, anxious generation,” said Harms. “They’re broke, housing’s unimaginably unaffordable, school costs are crazy, the job market’s super tough, inflation’s been bonkers. Anything that reminds them of simpler days and something carefree” appeals to the generation.

YouTube outranks TikTok among Gen Zers—breaking down their media habits

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