Overview
- 57% of respondents said they watch more TV and films than older generations believe, countering assumptions about disengagement.
- Nearly half mostly watch on personal devices, and about 78% at least sometimes view TV and movies via YouTube, TikTok or other social platforms.
- Relatable, authentic storytelling ranked highest in appeal, with 59.7% asking for more friendship-centered narratives, including mixed‑gender friendships.
- When with friends, participants were twice as likely to choose a movie over social media, and 53% said they discuss shows and films with friends more than social content.
- The study surveyed 1,500 U.S. participants ages 10–24 in August 2025; related research cited by coverage reports nearly 71% of Gen Z find viewing recommendations through short‑form social media, and interest in animation rose to near parity with live action.