5 Trends in Gen Z Media Behaviour
Updated: July, 2026
Published: December, 2023
Generation Z, born between the mid-1990s and mid-2010s, is a powerful group in the constantly changing media landscape. Armed with smartphones and a digital-first mindset, they redefine the way people consume and create media.
Opeepl’s ongoing Youth Pulse study, among other things, tracks media habits among of Gen Z and younger millennials. Launched in October 2023, the study initially surveyed participants aged 15–27 across France, Germany, Italy, Spain, and the UK. From Wave 4 (April 2025), the study expanded its age range to 15–30 year olds, also capturing younger millennials. Where data comes from Wave 4 or Wave 5, we refer to "young consumers" , "youth" or "15–30 year olds" to reflect this broader sample accurately. In the following, we will present the 5 most prevailing media trends among Gen Z and younger millennials that the latest data reveals.
1. Social Media: A Daily Ritual
One of the standout characteristics of young consumers' media behaviour is their online dominance. This generation has grown up in a digital age, where technology and the internet are an integral part of their daily lives. By Wave 5 (February 2026), 94% of 15–30 year olds use social media - and those who do spend an average of 3.27 hours per day on social platforms.
The prevalence of social media usage among young consumers is a testament to their strong connection to the digital world. Social media platforms such as YouTube, Instagram, TikTok, and WhatsApp have become their go-to sources for communication, entertainment, and information. These platforms offer a wide range of features, including messaging, photo and video sharing, live streaming, and news updates, catering to the diverse needs and interests of this generation.
94% of Gen Z and younger millennials use social media, spending an average of 3.27 hours per day on social platforms.
However, it is important to recognise that social media behaviour varies by both geography and gender, with differences in platform preferences and usage patterns across markets and between males and females. For more details, check out our blog post Social Media Trends among Gen Z and Younger Millennials: How Males and Females Differ in Platforms and Influencer Impact.
2. TikTok is the Platform of Choice
Social media platforms have become an indispensable aspect of young consumers' lifestyles, serving as more than just a means to keep in touch with loved ones.
Firstly, social media has transformed how Gen Z and younger millennials consumes entertainment. With a vast array of content readily available, they can effortlessly access a broad spectrum of entertainment choices. From humorous clips and memes to captivating narratives and live broadcasts, social media platforms provide youth with a continuous flow of entertainment that caters to their varied tastes and inclinations.
Among social media platforms, YouTube has the broadest reach, used by 77% of 15–30 year-olds in 2026 - though this represents a slight decline of 4 percentage points compared to 2025. Instagram is used by 74% (down 1 pp) and TikTok by 69% (down 2 pp). Despite these marginal declines in reach, TikTok remains the platform where young people spend the most time, followed by WhatsApp and Instagram. Despite its historical dominance, Facebook continues to lose ground among this age group, with its reach declining from 39% in 2023 to 35% in 2026.
YouTube has the highest reach among 15–30 year-olds (77%), but TikTok is where young people spend the most daily time.
These diverging trends underline the importance of not conflating platform reach with engagement depth when planning media strategies. Our blog post How Gen Z and Younger Millennials Use Social Media: Insights for Brands goes into more detail on young consumers' social media consumption, including social commerce and the ways young people are trying to limit their social media time.
Discover more about the media habits of 15–30 y.o. consumers in our latest Youth Pulse Report
3. Shifting Away from Traditional Media Channels
Traditional media channels, such as radio, flow TV, and newspapers, are witnessing a decline in popularity among Generation Z. Only a small fraction, about 20%, of Gen Z individuals tune into radio, indicating a disinterest in this medium for both entertainment and information. Similarly, the viewership of traditional flow TV among Gen Z stands at a modest 24%.
Only 20% of Generation Z listens to radio.
When it comes to newspapers, whether in print or online, they struggle to capture the attention of Gen Z. Merely 8% of Generation Z engages with printed media, signalling a significant decrease in preference for traditional news consumption methods. The trend extends globally, with only 13% of Gen Z reporting that they read online newspapers. Italy shows a slightly higher percentage, with 17% of Gen Z consumers accessing online newspapers.
The waning interest in printed media can be attributed to several factors, prominently the ubiquitous presence and convenience of digital platforms. The interactive nature of online media also plays a vital role in its appeal to Gen Z, fostering a sense of community and enabling the sharing of opinions and connections with like-minded individuals.
Frequency of Specific Media Usage Among Gen Z in EU5
Source: Opeepl Youth Pulse Study, Wave 1 (October 2023). Base: those who used a specific media channel recently.
4. National Differences in Media Consumption
The influence of Generation Z on the media landscape is undeniable, as they continue to reshape and redefine the way content is consumed. However, it is important to note that in certain countries, traditional channels still hold significant relevance. Italy, for instance, stands out with a considerable 33% of its Gen Z population still actively engaging with flow TV. This indicates that a substantial portion of the Italian youth audience continues to rely on traditional television channels for their entertainment and information needs.
1/3 of Italian Gen Z still watch traditional flow TV.
On the contrary, in Germany, traditional flow TV doesn't hold as much sway among the youth, with only 16% of its Gen Z population tuning in. This indicates a higher inclination towards alternative media platforms, such as streaming services and online content, among German Gen Z. However, in Germany radio remains a popular channel, with 24% of German youth listening to it, contrasting sharply with the 14% in Spain. These diverging statistics underscore the varying degrees of media evolution and adoption across nations, underscoring the significance of comprehending regional preferences and trends in media consumption patterns.
5. Embracing Virtual Products
The Youth Pulse study has shed light on a notable trend among Gen Z and younger millennials: their propensity for virtual spending. On average, Gen Z individuals allocate a significant portion of their expenditures, approximately one-fourth, towards virtual products. These virtual purchases encompass a wide range of digital offerings, including apps, games, subscriptions, and digital media such as music and videos. At Wave 1 in 2023, Gen Z individuals allocated approximately 27% of their leisure expenditures towards virtual products. This proportion dipped to 23% by Wave 3 as consumer confidence softened, before recovering to 24% in Wave 4 (April 2025) as the financial outlook among 15–30 year-olds improved.
Gen Z and younger millennials allocate around 1/4 of all their leisure spending to virtual products.
This substantial allocation towards virtual products reflects a fundamental shift in consumer behaviour, indicating young consumers’ increasing reliance on digital platforms for entertainment, communication, and personal expression. Unlike previous generations, who predominantly spent on tangible goods, Gen Z and younger millennials exhibits a preference for intangible digital assets that enhance their online experiences.
The prevalence of virtual spending underscores the importance of understanding and catering to the evolving preferences of young consumers. As they continue to shape the landscape of commerce, businesses must adapt their strategies to effectively engage with this demographic and capitalise on the opportunities presented by the virtual marketplace.
Conclusion on Gen Z Media Behaviour
Generation Z media behaviour is a complex tapestry woven with their love for digital platforms, social media, and a penchant for diverse content. As businesses and marketers look to engage this influential demographic, understanding these key trends is crucial. Staying attuned to the data and nuances that define the media habits of Gen Z and younger millennials will be pivotal in forging meaningful connections with this group of consumers.
Read more about the latest youth media behaviour in our latest Youth Pulse Report.
Discover more trends among 15-30 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and four major categories: Food, Beverages, Fashion, and Personal Care.