Gen Z engagement is evolving at lightning speed, driven by hyper-connectivity, social-first behaviors, and a constant craving for short-form entertainment. A new study, Gen Z Culture Decoded, reveals that this generation sets new expectations for how brands connect, communicate, and create content.
Gen Z Engagement Is Changing the Game for Brands
Understanding Gen Z engagement is no longer optional—it’s essential. According to Businesswire, the newly released research study Gen Z Culture Decoded uncovers how this tech-savvy, media-fluid generation is reinventing how they engage with content and brands. Conducted in December 2024 among 2,000 U.S. respondents aged 16–27, the study offers marketers a roadmap to capturing Gen Z’s hearts, minds, and attention.
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Discovery Starts with Social: The New Front Door
Social media and YouTube are the top discovery engines for Gen Z engagement. An impressive 71% of Gen Z consumers start their content journey on these platforms—whether they’re looking for TV shows, sports, podcasts, or something new to watch.
“While social media and YouTube are starting points for Gen Z content discovery, their consumption patterns are complex and sometimes surprising,” said Mary Ann Halford, Managing Principal at Halford Media Advisory.
This shows a fundamental shift in how young audiences consume media—they are no longer led by traditional schedules or platforms but by algorithm-driven feeds and digital-first discovery.
Always-On Lifestyle: Engaging Across the Clock
Gen Z engagement is relentless. The research found that over 55% of Gen Z consumers are “always on” regardless of the time of day, engaging with an average of seven different media-related activities daily—peaking at eight in the early evening.
Here’s how activities fluctuate throughout the day:
- Social media: At least 74% use it anytime, day or night
- Watching video: Grows throughout the day, peaking in the evening
- Gaming and sports: Primetime is evening hours
- Music, audiobooks, and podcasts: Popular in the afternoon and evening
- Radio and news: More likely consumed in the morning
Comedy Rules: The Gateway to Deeper Engagement
When it comes to content, comedy is king. It is the #1 genre across entertainment platforms and a key ingredient in advertising strategies that resonate.
This preference points to a lighter, humor-driven approach central to successful engagement, regardless of medium or platform.
Gen Z Engagement: A Blueprint for Brands – What Marketers Need to Know
The study provides clear takeaways for brands trying to reach this digitally native generation. “This research provides a practical blueprint for how brands can connect in meaningful, authentic ways with the most connected generation we’ve ever seen,” noted Jasen Holness, EVP of Commercial Strategy at Toluna.
Meanwhile, Christy Tanner, Founder of Coraly Partners and Chair of Swerve Sports, emphasized:
“‘Gen Z Culture Decoded’ provides a roadmap for connection and relevance… Breaking through to this savvy and surprising generation requires unprecedented levels of agility and investment in new skills and tools.”
Short-Form or Bust: A Must for Streamers and Studios
Short-form vertical video is no longer optional—it’s expected. “Gen Z demands short-form, engaging content across all platforms, and it’s where and how they discover new content,” said Paul Pastor, Co-Founder and CBO of Quickplay.
Platforms and content creators that fail to adapt risk losing traction among this highly influential demographic. For studios and streamers, Gen Z engagement means integrating snackable content into core offerings to stay relevant.
Gen Z Engagement: What the Future Holds
From media consumption to brand interaction, Gen Z is rewriting the rules of engagement. Their habits are shaping the future of marketing, requiring agility, humor, authenticity, and a deep investment in social-first strategies. For marketers hoping to win loyalty, understanding Gen Z engagement isn’t just insightful—it’s mission-critical.
To explore the insights further, download Gen Z Culture Decoded, conducted by Toluna, Halford Media Advisory, and Coraly Partners and sponsored by Quickplay and Swerve Sports.
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