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Report: What to Know About Gen Z’s Engagement with Social Media, Entertainment and Technology

January 2024

Report summary

Gen Z’s purchasing power is growing, and they’re inspired by social media, entertainment and tech.

Gen Z’s ability to dictate cultural trends and reshape consumer behavior is only increasing. To help brands better understand this generation’s digital behaviors, we’ve curated data on how Gen Zers are using social media, where they learn about new things, their thoughts on generative AI and whether they’ll continue to be a headache for sports executives.

We surveyed 1,002 Gen Z respondents between the ages of 13 and 26, seeking their opinions on four major topics: social media, entertainment, generative AI and sports.

Key Takeaways

  • Gen Z social media use remains very high: It’s also entertainment-centric, with review videos most effectively capturing their attention.
  • Their video preferences differ from older cohorts’: Similarly high shares of Gen Zers reported monthly use of Disney+, Prime Video and Hulu. This young cohort also strongly prefers learning through videos rather than articles.
  • They’re early AI adopters: More than half of Gen Zers reported using a generative AI tool in the past month — and despite barriers to entry, Gen Zers find these tools fun, helpful and easy to use.
  • Gen Z sports viewership still lags, but there’s reason for optimism: While Gen Z is less interested in live sports than older generations, some leagues (and athletes) are resonating especially well with them.

Methodology

Morning Consult Research Intelligence data featured in this report draws from one survey fielded Oct. 16-19, 2023, among a representative sample of 2,207 U.S. adults, with an unweighted margin of error of +/-2 percentage points, and another fielded Oct. 16-29, 2023, among a representative sample of 1,002 Gen Zers between the ages of 13 and 26, with an unweighted margin of error of +/-3 percentage points.

Additional data comes from a survey conducted Nov. 2-8, 2022, among a representative sample of 1,000 Gen Zers between the ages of 13 and 25, with an unweighted margin of error of +/-3 percentage points.

All survey interviews were conducted online, and the data were weighted to approximate a target sample of adults and a target sample of Gen Zers ages 13-26 based on age, race/ethnicity, gender, educational attainment and region.

About the authors

A headshot photograph of Amy He
Amy He
Deputy Head of Industry Analysis

Amy He is deputy head of Industry Analysis. Her team identifies trends across retail, media, technology, sports and brand reputation. Prior to joining Morning Consult, Amy served as the executive editor of newsletters at Insider Intelligence (formerly known as eMarketer), and was a China reporter for many years. She graduated from New York University with a bachelor’s degree in journalism and East Asian studies. For speaking opportunities and booking requests, please email [email protected].

A headshot photograph of Wesley Case
Wesley Case
Research Editor

Wesley Case is a research editor on the Industry Intelligence team, focusing on coverage of entertainment, brands and sports. Prior to joining Morning Consult, he was an editor at The Athletic and a features reporter and critic at The Baltimore Sun. Wesley graduated from the University of Delaware with a bachelor’s degree in English and a concentration in journalism.

A headshot photograph of Ellyn Briggs
Ellyn Briggs
Brands Analyst

Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].

A headshot photograph of Mark J. Burns
Mark J. Burns
Sports Analyst

Mark J. Burns previously worked at Morning Consult as a sports analyst.

A headshot photograph of Jordan Marlatt
Jordan Marlatt
Lead Tech Analyst

Jordan Marlatt previously worked at Morning Consult as a lead tech analyst.

A headshot photograph of Kevin Tran
Kevin Tran
Senior Media & Entertainment Analyst

Kevin Tran previously worked at Morning Consult as the senior media & entertainment analyst.