Gen Z’s social media time grows as YouTube captures biggest share of discovery, search

The news: YouTube is an effective channel for reaching Gen Zers as use and creators influence expand, per our 2025 Gen Z Social Media Usage report.

• Over half (56%) of Gen Z social media users are spending more time on YouTube than they did a year ago, per YouGov.
• 52% feel a closer connection to creators than they do to TV personalities or actors, per Deloitte.

That gives brands and creators an ample opportunity to attract and retain new consumers, as long as they know where and how to connect with them.

Video dominance: YouTube’s growing appeal among Gen Zers is raising the stakes for Instagram and TikTok, pushing rival platforms to innovate and add features to drive time spent and engagement.