The “Gen Z Culture Decoded” report, done by Toluna and released in March 2025 after surveying 2,000 Gen Z consumers, shows that social media platforms and YouTube are the starting point for content discovery for more than 71% of respondents (ages 16-27). Streaming platform playlists follow at 60%, while traditional recommendations from friends or family stand at 53%.
“Gen Z is rewriting the digital playbook, setting new standards for content discovery, engagement, and consumption,” the report states, describing the demographic as “social-first, always on, and hyper-connected like no other before it.”
Image source: Toluna
The research reveals that Gen Z remains highly engaged across multiple platforms throughout the day. At any given time, more than 55% of respondents report being “always on” for each of the 18 digital activities studied.
On average, Gen Z consumers participate in at least seven different digital activities during any given daypart, with that number rising to eight in the evening. Social media usage remains consistent, with at least 74% of respondents using it at any time of day.
Vertical Video Format Drives Engagement
According to the data, 81% of Gen Z video viewers watch videos in vertical or portrait format weekly, almost matching the 81% who watch paid streaming services like Netflix.
TikTok leads as the primary platform for vertical video consumption at 64%, followed by Instagram Reels/Stories (55%) and YouTube Shorts (54%). In terms of content type, short-form entertainment is the clear favorite at 75%, with music videos ranking second at 39%.
The study indicates that platform algorithms are the primary driver of Gen Z’s viewing decisions, with 45% of respondents frequently deciding to watch based on algorithmic recommendations. Personal relevance (43%) and engaging video starts (43%) are the second and third most influential factors.
Image source: Toluna
The research suggests opportunities for traditional streaming services to expand their reach with Gen Z. A significant 79% of respondents said adding a shorts feature to a streaming service would increase their weekly usage of the app.
When asked about preferred short-form content from streamers, respondents ranked original reality programming, exclusive previews of premiering films or series, original scripted content, and comedy show highlights as their top choices.
Comedy emerges as the most popular genre across entertainment platforms and a preferred element in advertising. It ranks as the top genre for TV series and podcasts, and appears in the top three preferences for YouTube content and engagement.
Sports Consumption Shifting to Social
The report also details how Gen Z engages with sports content, with YouTube (69%), Instagram (59%), and TikTok (50%) serving as the primary platforms for sports consumption.
For sports content, watching highlights and clips is the most common activity (62%), followed by following teams or athletes (49%). American football, basketball, and combat sports emerged as the favorite sports among respondents.
The study was conducted online in the United States with fieldwork occurring between December 2024 and January 2025. It was commissioned by Coraly Partners, Halford Media Advisory, Toluna, and Quickplay.
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The “Gen Z Culture Decoded” report, done by Toluna and released in March 2025 after surveying 2,000 Gen Z consumers, shows that social media platforms and YouTube are the starting point for content discovery for more than 71% of respondents (ages 16-27). Streaming platform playlists follow at 60%, while traditional recommendations from friends or family stand at 53%.
“Gen Z is rewriting the digital playbook, setting new standards for content discovery, engagement, and consumption,” the report states, describing the demographic as “social-first, always on, and hyper-connected like no other before it.”
Image source: Toluna
The research reveals that Gen Z remains highly engaged across multiple platforms throughout the day. At any given time, more than 55% of respondents report being “always on” for each of the 18 digital activities studied.
On average, Gen Z consumers participate in at least seven different digital activities during any given daypart, with that number rising to eight in the evening. Social media usage remains consistent, with at least 74% of respondents using it at any time of day.
Vertical Video Format Drives Engagement
According to the data, 81% of Gen Z video viewers watch videos in vertical or portrait format weekly, almost matching the 81% who watch paid streaming services like Netflix.
TikTok leads as the primary platform for vertical video consumption at 64%, followed by Instagram Reels/Stories (55%) and YouTube Shorts (54%). In terms of content type, short-form entertainment is the clear favorite at 75%, with music videos ranking second at 39%.
The study indicates that platform algorithms are the primary driver of Gen Z’s viewing decisions, with 45% of respondents frequently deciding to watch based on algorithmic recommendations. Personal relevance (43%) and engaging video starts (43%) are the second and third most influential factors.
Image source: Toluna
The research suggests opportunities for traditional streaming services to expand their reach with Gen Z. A significant 79% of respondents said adding a shorts feature to a streaming service would increase their weekly usage of the app.
When asked about preferred short-form content from streamers, respondents ranked original reality programming, exclusive previews of premiering films or series, original scripted content, and comedy show highlights as their top choices.
Comedy emerges as the most popular genre across entertainment platforms and a preferred element in advertising. It ranks as the top genre for TV series and podcasts, and appears in the top three preferences for YouTube content and engagement.
Sports Consumption Shifting to Social
The report also details how Gen Z engages with sports content, with YouTube (69%), Instagram (59%), and TikTok (50%) serving as the primary platforms for sports consumption.
For sports content, watching highlights and clips is the most common activity (62%), followed by following teams or athletes (49%). American football, basketball, and combat sports emerged as the favorite sports among respondents.
The study was conducted online in the United States with fieldwork occurring between December 2024 and January 2025. It was commissioned by Coraly Partners, Halford Media Advisory, Toluna, and Quickplay.
Read the full report here.