YouTube publishes new insights into key video consumption trends among Gen Z
A new article on Social Media Today reports that YouTube has published a new 'Culture and Trends' report, which incorporates insights from 10 countries to provide some perspective on what's driving the latest Gen Z video trends, and how that relates to digital strategy.
The 55-page report takes an in-depth look at three key trends which emerged from YouTube's data set:
The trends point to the shifting interests of younger viewers, away from the big, popular trends of times past.
The full report includes a heap of more in-depth data on these emerging trends, while YouTube has also published two infographic summaries of the key notes.
The 55-page report takes an in-depth look at three key trends which emerged from YouTube's data set:
- Community Creativity - Utilizing the connective benefits of the web, communities are taking niche passions and turning them into larger, shared experiences.
- Multi-format Creativity - The rise of short-form video has also, somewhat logically, led to more creators posting a wider range of content, in order to tap into key trends while also maximizing the community and monetization benefits of longer-form clips
- Responsive Creativity - YouTube also notes that formats which play into emotional needs - like "comfort creators", vibe content and ASMR - have become increasingly popular during the pandemic. '83% of Gen Z have used YouTube to watch soothing content that helps them relax, an increase from when we ran our survey a year ago."
The trends point to the shifting interests of younger viewers, away from the big, popular trends of times past.
| "We found that digital culture is now all about personally-relevant content. In fact, 65% of Gen Z (online 18-24 year olds) agree that content that's personally relevant to them is more important than the content that lots of other people talk about. Individual viral videos - the Davids, Charlies, and, yes, even foxes that broke through in the past - are becoming increasingly less central to trends in a world where audiences and creators prioritize moments that matter to them and their lives." |
