The State of Gen Z

Generation Z (aka Gen Z, iGen, centennials, post-Millennials, or homeland generation), refers to the generation that was born between 1997-2012.

This generation has been raised on the Internet with multiple screens, social media, and streaming, not to mention experiencing a global pandemic during their formative years. More are starting to enter the workforce, starting families and developing long-term goals to better shape their future.

• Gen Z is the largest generation in history, constituting 26% of the total population across the world equaling 2 billion people. (NIQ/World Data Lab, 2025)

• There are 69.31 million Gen Zs living in the U.S. totaling over 20% of the U.S. population (U.S. Census, 2024)
• Gen Z is the most ethnically diverse generation in the U.S. with the slight majority (51%) of Gen Zs in America identify as non-Hispanic white; however, it’s predicted that number will dip below 50% by 2026. (Pew Research, 2024)
• Almost half (48%) of Gen Zs have entered the workforce; holding either part-time or full-time jobs or are self-employed, while 35% still students. (GWI, 2024)
• Gen Zs are delaying starting families with only 16% having children, while just 10% are married. (GWI, 2024)
• Gen Z’s spending power is expected to grow to $2.7 trillion USD over the next few years and $12T by 2030, having a significant influence on the products manufacturers and retailers sell in the near future. (NielsenIQ, 2025)
• When Gen Zers reach 25, their mean and median spending per capita in the U.S. will outpace prior generations and by 2030, Gen Z will contribute more wealthy people to every region in the world. (Nielsen IQ, 2025)

• Seventy-three (73%) of Gen Z media consumers prefer TV and movie recommendations from social media over broader platforms. (S&P Global Market Intelligence Report via Advanced TV Insider, December 2025)
• Seventy-six (76%) say that social media services provide more relevant, personalized content vs. TV/video services. (S&P Global Market Intelligence Report via Advanced TV Insider, December 2025)
• About 50% of Gen Z and Millennials combined said they spend more time watching social media videos and streaming services than watching legacy television. (Deloitte, October 2025)
• Content value is measured by authenticity and relatability with over half of Gen Z saying social content feels more relevant, and half saying they feel closer to creators than actors. (Deloitte, October 2025)
• Almost half of younger generations are watching more micro-series content now than they did a year ago. (Deloitte, October 2025)
• Approximately 98% of Gen Z individuals use the Internet regularly. (Source: Pew Research Center, GlobalWebIndex, Kantar, IBM, National Research Group, 2024)
• On average, Gen Z spends about 6 hours and 40 minutes online each day. (Source: Pew Research Center, GlobalWebIndex, Kantar, IBM, National Research Group, 2024)
• Nearly 99% of Gen Zs either own a smartphone or have access to one, making them the first truly “digital native” generation (market.us, 2025)
• Phones are the most common screen for short-form video, respondents said that nearly a quarter of those videos are watched on a TV set. (Hub Entertainment Research, Video Redefined, 2025)
• The most watched genres among Gen Z viewers are reported to be movies, animated series/cartoons, dramas, and music-related content. (Horowitz, 2024)
• The typical Gen Z streamer now utilizes over six streaming services, a noticeable increase from the five used in 2020. (Horowitz, 2024)
• Gen Z audiences are equally engaging with professionally produced TV content as they are to engage with non-professional content. (Horowitz, 2024)
• Approximately 80% of the demographic state that they watch short-form videos on a weekly basis, with 70% indicating that they regularly consume TV content every week. (Horowitz, 2024)
• Young people spend more time watching “non-premium” online video (21%) than they do regular TV shows (16%) compared to consumers age 35+ spending 39% of their screen time on TV shows – more than twice as much as online videos (14%). (Hub Entertainment Research, Video Redefined, 2025)

• More than half (57%) of viewers 13-24 say they spend less time watching “regular TV” because of the time they spend watching services like YouTube and TikTok. (Hub Entertainment Research, Video Redefined, 2025)
• Young people still watch TV, and more than 60% of them say they often watch shows or movies that they discovered for the first time via clips on social platforms like TikTok and Instagram. (Hub Entertainment Research, Video Redefined, 2025)
• Short-form videos aren’t just filler content – about 60% of all viewers under age 35 say that short videos are just as much fun as “premium” TV. (Hub Entertainment Research, Video Redefined, 2025)

• Young viewers say they spend less than half the time watching TV than those age 35+. (Hub Entertainment Research, 2025)

• Gen Z regularly go to the movies (90%) – highest of all generations. (Hub Entertainment Research / Ad Week, 2025).
• YouTube content is at home on a TV screen with almost six out of ten (58%) of A13-24 reporting that watching short YouTube videos on a TV is just as much fun as watching longer TV shows and movies. (Hub Entertainment Research, 2025).

• “If a show is trending on social, I’ll check it out” – 63% of those under 35.

• Young people discover many of these shows via clips on social platforms – 63% among A13-24. (Hub Entertainment Research, 2025)

Podcasts

• Podcasts provide a daily dose of insights and entertainment for over 1 in 4 Gen Z and Millennials. (Podcast Frenzy: Riding the Wave of Ever-Increasing Popularity, KS&R Inc., 2025)

KS&R 2025

• How older and younger Gen Zs discover their podcasts (Podcast Frenzy: Riding the Wave of Ever-Increasing Popularity, KS&R Inc., 2025)

• Which Podcast Genres are Most Enticing? For Gen Z, it’s Comedy (Podcast Frenzy: Riding the Wave of Ever-Increasing Popularity, KS&R Inc., 2025)

KS&R 2025

Social Media Use

• Gen Z is the most active generation on social media, with around 90% having at least one social media account. (Source: Pew Research Center, GlobalWebIndex, Kantar, IBM, National Research Group, 2024)
• Gen Z individuals spend an average of 2 hours and 55 minutes per day on social media platforms. (Source: Pew Research Center, GlobalWebIndex, Kantar, IBM, National Research Group, 2024)
• Instagram, TikTok and Snap are likely to see the highest rates of Gen Z usage, Pinterest is also becoming a bigger focus for young, shopping-ready audiences with more than 200 million young users also coming to the Pinterest platform every month. (Social Media Today, 2024)
• Gen Z is actively involved in content creation, with approximately 58% of Gen Z individuals creating and sharing their videos online. (Source: Pew Research Center, GlobalWebIndex, Kantar, IBM, National Research Group, 2024)
• Close to half of those under 35 feel they spend too much time on platforms like TikTok or Instagram and might better spend their time with TV and movies with 26% of viewers age 35+ feeling the same, despite spending less time with this content. (Hub Entertainment Research, Video Redefined, 2025)
• Younger viewers spend more time on social video and gaming (45%) than watching TV (16%). (Hub Entertainment Research, 2025)

• Social Gaming: Where Connections are Made – 77% of gamers 13-17 engage in voice, text, or video chat while gaming Game On: Unleashing New Opportunities in the Gaming World, KS&R, Inc., 2025)

KS&R 2025

• Gaming is a prevalent online activity among Gen Z, with about 87% engaging in gaming regularly. (Source: Pew Research Center, GlobalWebIndex, Kantar, IBM, National Research Group, 2024)
• Esports, competitive gaming events, and live streaming platforms like Twitch have gained significant popularity with multiplayer games like Fortnite, Call of Duty, and League of Legens highly popular among Gen Z gamers. (Source: Pew Research Center, GlobalWebIndex, Kantar, IBM, National Research Group, 2024)
• Microtransactions in Gaming: 30% of gamers aged 18-41 have recently purchased in-game content for free-to-play games, allowing big profits from small spends (Game On: Unleashing New Opportunities in the Gaming World, KS&R, Inc., 2025)

Tubi & The Harris Poll shared key insights in their report, “Tubi & The Harris Poll: The Stream 2025: Audience Insights Shaping Streaming” on the changing streaming behaviors of Gen Z consumers and how marketers can reach these audiences amid the shifting entertainment landscape:

• 82% of Gen Z viewers say they browse streaming services to discover older content
• 73% of Gen Z say they’re tired of keeping up with what’s trendy
• 71% of Gen Z viewers say they’re exhausted from trying to choose what to watch
• 70% of Gen Z say they feel seen when a streaming service helps them find their newest fandom or niche
• 72% of Gen Z wish they had more of a say in the content that gets made for streaming services

CTAM members can read a recap of Tubi’s session from CTAM Think April 2025 which was based on this report.

*Exclusive to CTAM members. Are you a member but don’t have an account? Create a profile here to access this CTAM member information, as part of your company’s CTAM membership.

From CTAM Wired Webcast: Passing the Gender Equality Vibe Check with Gen Z
ANA/Horowitz Research:

• Don’t Label Gen Z
  40% of Gen Z say labels should be chosen by the individual, not society
• Roles are Not Gender Driven
  Over 50% of Gen Z says both male and female identifying people can do anything from using makeup, to doing heavy manual labor, to being emotional, to having careers in STEM.
• Disappearing Binary, Emerging Fluidity
  50% of Gen Z says gender is non-binary. 64% say sexuality is fluid.
• Allyship: “You Be You & Let Me Be Me”
  88% of Gen Z disagrees that increased acceptance of non-traditional ways of thinking about gender and sexuality is bad for society.
• Brand Authenticity
  46% of Gen Z say to trust a brand, it’s not enough for them to claim support . . .but show it in action. And 47% say it feels like pandering when a brand makes ads focused on a cause that they’re not involved in.

• 80% of Gen Z and Millennials report that an influencer’s endorsement has at least some influence on their purchase decisions. And what are their top purchases? (How Much Influence Do Influencers Really Have? KS&R, Inc., 2025)

KS&R 2025

Social Issues

Having grown up in a constantly changing world, it’s only natural that this generation has strong feelings about the environment, politics, and social justice. Here’s how Gen Zs view some of today’s most pressing social issues:

• | Gen Z has the lowest trust of any generation (Deloitte)
  As Gen Z matures, multiple landscape changes are occurring based on this generation’s expectations in the workplace, media, culture, and consumer experiences.

• The cost of living is Gen Z’s greatest concern, while climate ranks high (Deloitte)
  When asked about their concerns on a variety of social issues, 34% of Gen Zs said they were concerned about the cost of living — the highest percentage on any issue. 21% are concerned about unemployment, 20% about climate change, 19% about mental health, and 17% about crime and personal safety.
• Searches for “climate risk” are up 200% over the past five years.
  46% of Gen Zs have either already changed jobs/industries or plan to do so due to climate concerns (Deloitte)
  Gen Zs are willing to take decisive action in the fight against climate change. Not only are almost half either changing industry or thinking about it, but 54% are putting pressure on their employers to take more environmental action. Almost two in three Gen Z consumers (64%) are willing to pay more to purchase sustainable products. 62% have felt worried or anxious about climate change within the last month.
• Around 1 in 3 Gen Zs are regularly involved in some form of activism (United Way)
  32% of Gen Zs partake in activism or social justice work, a figure rising to 40% among college students. Two-thirds say most of their activism takes place online.

For more, visit our other Media Behaviors & Industry Trends pages: