Social media, YouTube dominate discovery for Gen Zers

Key stat: Nearly three-fourths of Gen Zers discover new media content on social media (72%) and on YouTube (71%), according to December 2024 data from Toluna, Coraly Partners, and Halford Media Advisory.

Beyond the chart:

• 62.5 million Gen Zers will use social media in the US this year, according to our May 2024 forecast.
• Gen Z leads the generations in YouTube viewing. 63.9 million Gen Zers will be a YouTube viewer this year, per our May forecast.

Use this chart: Marketers of media content can use this chart to hone in on where to find younger viewers. They can tailor their messaging for those ad channels, and potentially decrease reliance on other channels like blogs or trending lists.

Related EMARKETER reports:

• Gen Z Social Search Habits (EMARKETER subscription required)
• YouTube for Marketers Explainer (EMARKETER subscription required)