There has been a lot of attention focused on millennials over the past few years, but Gen Z is moving into the picture as they start to reach adulthood. How this group consumes video content is important for marketers to consider. 
The millennials have been cord cutters, but Gen Z has never really been connected to the cord in the first place. Their video content is consumed online, and these are their primary channels:
- YouTube. YouTube has been around for as long as most Gen Zers have been alive. So it’s no wonder that 85% of teenagers watch YouTube. The traditional TV show format essentially no longer exists for this group. The type of content Gen Z watches most on YouTube is:
- Vlogging. Vlogs have become increasingly popular on YouTube. They’re cheap to produce and many vloggers have become celebrities by posting very personal videos of themselves. Vlogging has become a lucrative career for many people – the highest paid vlogger in 2019 made $26 million. Yes, you read that right. Gen Z considers endorsements from vlogger influencers to be more trustworthy than endorsements from other celebrities and professional athletes.
- Informational video content. Gen Z prefers YouTube informational videos over more traditional learning methods, such as textbooks. They actively search for DIY project videos and how-to videos.
- Snapchat. This platform’s Discover original programming has increased viewship by 40% YOY. Over 100 of Snapchat’s Discover channels have audiences numbering in the double-digit millions each month. Discover videos average about 5 minutes in length and are shot vertically. This content is produced in the manner that is consistent with how the generation prefers to consume video content. Repurposing traditional video is not as effective with this group.
- TikTok. Tiktok may be new on the social media scene, but its rapid rise in popularity is something to consider. TikTok uses short-form videos (similar to Vine videos). The rapid delivery (15 seconds) of fun, DIY content linked with trends and memes appeals to Gen Zers. Creativity is leading to the rise of TikTok stars. TikTok creators are mostly influencers from other social media platforms who are trying to gain followers on this new platform or unknown creators looking for an audience. TikTok is developing its own style of video content as its popularity increases.
It’s important to stay abreast of video trends with the younger demographic groups to deliver content to them in their preferred manner. But it’s even more important to remember that Gen Z is looking for relevant, authentic content, and they do not want to be “sold to.”