43% of Gen Z Prefer YouTube and TikTok To Traditional TV and Streaming

A new Activate Consulting report reveals that 43% of Gen Z now prefer YouTube and TikTok over traditional TV or paid streaming. With global media revenues surging and traditional TV viewership collapsing, the average person now spends over 13 hours a day consuming content across platforms, effectively living a "32-hour day" through multitasking. Variety reports: Per the same survey, the popularity of "microdramas" -- one of the latest trends on those platforms, consisting of 1-2 minute scripted episodes of an ongoing storyline -- has been increasing at a fast rate with 28 million U.S. adults (52% aged 18-34) reportedly watching that new form of content.

Additional findings include projections for global internet and media revenue to increase by $388 billion by 2029, while average daily time spent streaming video will climb to 4 hours and 8 minutes as time spent watching traditional TV is set to collapse to just 1 hour and 17 minutes. Activate estimates that, as a result, streaming revenues (from ads and subscriptions) will grow 18-19% annually while traditional TV revenues will fall 4-6% year to year.