Almost Fifty Percent of Gen Z Favors YouTube and TikTok Over Conventional Television

43% of Generation Z now favors social video platforms such as YouTube and TikTok above conventional television.

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A significant transformation in media consumption is currently occurring, as roughly fifty percent of Gen Z favors YouTube and social video platforms over conventional television or subscription streaming services.

Activate Consulting’s Technology & Media Outlook 2026 report reveals that 43% of Gen Z relies on platforms such as YouTube and TikTok for media and news, demonstrating a distinct desire for rapid, consumable material. The research highlights the swift expansion of "microdramas," which are scripted, continuous narratives delivered in compelling 1-2 minute segments. This video is seeing significant popularity, drawing 28 million adults in the US, with more than half of these viewers aged 18 to 34.

The transition indicates the persistent deterioration of traditional media. Average daily streaming time is anticipated to exceed 4 hours, whilst the duration spent on traditional television is expected to diminish to merely 1 hour and 17 minutes. As a result, streaming revenues are projected to increase by 18–19% per annum, whilst traditional television revenues are anticipated to decline.