336. YPulse. Young Consumers and Media & Entertainment.
MaryLeigh Bliss
October 17, 2024
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In this interview, YPulse's Chief Content Officer, MaryLeigh Bliss, shares valuable insights into the media consumption habits of Gen Z and Millennials. The data, drawn from extensive surveys conducted by YPulse, reveals how these younger generations are reshaping the entertainment landscape. The insights shared underscore the dynamic nature of the media landscape and young consumers’ evolving preferences.
Streaming Wars and TikTok's Dominance: Netflix remains the undisputed king of streaming services for both Gen Z and Millennials. However, TikTok is rapidly gaining ground, even surpassing Netflix (although still within the margin of error) in weekly use among young adults. This highlights the increasing importance of social media as an entertainment platform.
Binge-Watching and Second Screening: Binge-watching remains the preferred viewing method for young audiences, with a strong preference for consuming entire seasons of shows at once. Interestingly, second screening, or using a mobile device while watching TV, is still prevalent. Many young viewers claim not to mind ads on ad-supported streaming services, but their attention is often divided, and they claim not to watch ad content.
The Rise of Mobile Viewing: Smartphones are the most popular device for consuming video content, surpassing television screens. This trend is particularly pronounced among young adults. However, when it comes to preferred devices for watching TV series, streaming services on a TV screen still hold the top spot, followed closely by smartphones.
Diversity and Representation: Diversity and representation in entertainment remain crucial for young viewers. While there is a perception of progress, a significant portion of young people of color still desire greater representation on screen. Notably, this sentiment is shared by white viewers as well, indicating a broader demand for inclusivity.
Brands and the Metaverse: Brands are exploring innovative ways to engage young consumers, such as Chick-fil-A's foray into streaming services and Beetlejuice's immersive campaign in Roblox. These efforts demonstrate the importance of meeting young audiences where they are, whether on social media or in virtual worlds.
YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students and young adults. They provide strategic insight to companies and organizations via their subscription-based syndicated research content as well as their custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, they give their clients a 360-degree view of what it’s like to be a Millennial or Gen Z today.
As Chief Content Officer, MaryLeigh Bliss oversees YPulse’s syndicated products. Her role also involves acting as a culture and youth insights expert, consulting with brands to identify actionable insights, align young consumer strategy, and layer generational and youth knowledge over data findings.
MaryLeigh has worked with a range of brands, including Facebook, Hampton, Bravo, HBO, Target, Best Buy, and Gap, and has been quoted as a youth insights authority by publications including The New York Times, Digiday, Business Insider, and Adweek. She has appeared as a Gen Z and Millennial expert on Bloomberg News, Fortune, and NPR Marketplace, and been a speaker at many off-sites and conferences. MaryLeigh’s interest in youth culture originated from her love of YA literature and pop culture anthropology, and she is continuing her passion for decoding and demystifying the next generations of consumers at YPulse.
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MaryLeigh Bliss
YPulse