How Gen Z and Millennials Consume Video Content

In an age where digital consumption dominates leisure time, Gen Z and Millennials stand out as the most significant consumers of video content. Research indicates that young people aged 16-34 spend an average of four hours per day on their mobile devices. Specifically, about 20% of this screen time—approximately 48 minutes daily—occurs outside social media platforms like TikTok, Instagram, and Facebook. This article delves into how these demographics engage with video content beyond social media and provides actionable strategies for advertisers seeking to capture their attention.

Video Consumption Habits of Gen Z and Millennials

1. Short-Form Video Content

While longer formats are still popular, short-form video content has surged among young audiences. These bite-sized videos cater to the fast-paced lifestyle of younger viewers, offering quick consumption that fits into their daily routines. Advertisers must recognize that content needs to capture attention within seconds and deliver the message effectively.

3. On-Demand Information and Learning

Younger audiences also utilize video for educational purposes. This creates an opportunity for brands to associate themselves with informative content, positioning themselves as thought leaders rather than mere advertisers.

4. User-Generated Content (UGC)

Gen Z and Millennials trust their peers more than traditional advertisements. They engage with brands through UGC. They prefer authentic stories and experiences over polished marketing campaigns, making UGC a potent tool in any brand's strategy.

Recommendations for Advertisers

To effectively connect with Gen Z and Millennial audiences who spend a significant portion of their video consumption outside of social media, advertisers can adopt the following strategies:

1. Embrace Short-Form Content

Brands should produce engaging, under-60-second video content that directly conveys their message.

2. Create Immersive Experiences

Experiment with interactive video formats—such as 360-degree videos or augmented reality (AR) experiences—that enable users to engage directly with the content. Such formats foster deeper connections and encourage sharing among peers.

3. Partner with Influencers and Creators

Brands should collaborate with influencers who align with their values to produce authentic campaign content. These influencers can create organic connections with their audience, acting as trusted voices rather than traditional advertisements. Campaigns built on the foundation of influencer relationships often convert better due to their authenticity.

4. Offer Educational Content

Producing value-driven video content that educates or informs consumers can enhance brand perception. Helpful tutorials or insightful discussions about your industry can be shared for knowledge and experiences that align with personal growth.

5. Focus on Authenticity

Highlighting real users, testimonials, and genuine experiences can resonate deeply with younger audiences. Remove the characteristics of traditional advertising and focus on relatable stories that humanize the brand. Authentic marketing campaigns build trust and foster loyalty.

6. Optimize for Mobile

With most video consumption happening on mobile devices, brands must prioritize mobile optimization. This means ensuring videos load quickly, are playable without buffering and are formatted correctly for mobile viewing. Keep user experience to maintain engagement.

As Gen Z and Millennials continue to redefine how video content is consumed, advertisers must remain responsive to these changing preferences. By focusing on brevity, authenticity, and value, brands can effectively capture the attention of younger audiences, creating meaningful connections that lead to lasting loyalty. The landscape is evolving, and those who adapt will thrive in the fierce competition for viewer engagement.