Digital as a way of life for Generation Z

Source: KS&R Social Video Adoption Research, July 2020.

An online panel was used to collect over 1,500 survey completions among

13-50 year old consumers that watch videos on social media.

Copyright © 2020 KS&R, Inc. All rights reserved.

Gen Z Has A High Level Of Digital Connection To Society & Gravitates To Platforms They Associate With “Community”

99%of Gen Z are on social media

Top Social Media Platforms Used Among Gen Z

96%

82%

77%

58%

70%Gen Z spends over 3 hours a day on social media sites, watching videos nearly 60% of that time

Ranked #1 Source For Viewing Content (“Can’t Live Without”)

4%12%

38%

46%

6%

24%

18%

52%

Gen Z Millennials & Gen X

Nearly 40% Of Gen Z Can’t Live Without Social Video, Deriving Greater Enjoyment Than Millennials & Gen X

Social Videos(content viewed on

social media platforms)

Subscription streaming video services*

Traditional Pay TVOther Videos

of Gen Z find watching videos on social more enjoyable than watching TV shows (vs. 34% among Millennials & Gen X)

48%

of Gen Z find watching videos on YouTube more enjoyable than watching TV shows (vs. 37% among Millennials & Gen X)

58%

*Includes vMVPD

of Gen Z watch videos created by other users, social media influencers, & YouTubers (vs. 74% among Millennials & Gen X)

84%

Gen Z More Often Watches Amateurs & Influencers vs. Traditional Media, With Social Creators Entering Realm of

Celebrity Status

of Gen Z find amateur/social influencer videos to be more enjoyable than brand/franchise content

59%

66%

Amateur/Social Influencer vs.

Entertainment Brand/Franchise On Social

71%Of Gen Z follow a social media influencer or YouTuber with 100k+ followersvs. 49% Millennials & Gen X

47% consider a social media influencer or YouTuber to be a celebrity vs. 28% Millennials & Gen X

of Gen Z view amateur/social influencer videos more frequently than brand/franchise content

Influencers Are More Than Entertainers, They Are Trusted Friends & Advisors

75%Watch a TV show or

a movie starring their favorite social media influencer

% Likely To Perform ActionAmong Gen Z That Follow Social Media Influencers or YouTubers

64%Watch a TV show or

movie that is endorsed by their

favorite social media influencer

74%Watch a video posted

on social media featuring a guest

appearance by their favorite social media

influencer

61%Watch a video posted on social media that

is endorsed (paid recommendation) by their favorite social media influencer

55%Follow/like a

company or brand on social media

recommended by an influencer

37%Influenced to

purchase merchandise

endorsed by an influencer

of Gen Z regularly watch videos virtually with others using features like Watch Party(vs. 15% among Millennials & Gen X)

22%

of Gen Z regularly watch live streaming videos concurrently with other social media users(vs. 30% among Millennials & Gen X)

Across social media platforms, Twitch & TikTok are more often

considered interactive

For Young Audiences, Watching Content Is More About The “Social” Experience

36%

Memes Have Become A Second Language For Gen Z

of Gen Z view memes on social media vs. 43% among Millennials & Gen X

62%of Gen Z regularly post memes or GIFs on social media vs. 24% among Millennials & Gen X

28%

Gen Z Are Flocking To Social Platforms For Interactive, Conversational Content

Publish content that elicits participation and engagement from viewers, such as memes

Create communal events through livestreaming and watch parties

Give audiences the assets to co-create with your brand

Marketing On Social Should Be All About Authenticity

Create fun marketing stunts that are easily shareable and organic versus polished broad distribution campaigns; Gen Z values community-culture

Play to the uniqueness of each of the platforms and create personalized messaging that capitalizes on intimate connection

Create new videos, don’t re-purpose

Influencer Marketing Is Changing The Game

Develop partnerships with rising influencers for marketing & promotion, as Gen Z is on board with everyday influencers

Source next generation of content creators & stars

Embrace the idea of user-generated content, be bold & creative

Takeaways