Streaming video, music among Gen Z’s most popular media activities

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Key stat: US Gen Z adults’ top two daily media activities are streaming video (46%) and streaming music (43%), per a May 2023 Morning Consult survey.

Beyond the chart:

  • Gen Z is less likely to consume traditional media like linear TV and AM/FM radio than older generations.
  • Among US Gen Zers, 86.6% will watch YouTube this year, according to our Gen Z Technology and Media Preferences report.
  • Nearly 9 in 10 US Gen Zers are multiscreeners, consuming TV and internet content at the same time, according to our January forecast.

Use this chart:

  • Strategize which platforms are best for reaching Gen Z.
  • Understand how Gen Z media consumption is different from the rest of the adult population.

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Methodology: Data is from the June 2023 Morning Consult "The State of Media & Entertainment Report: H2 2023." Data is based on monthly online surveys of roughly 2,200 US adults ages 18+ conducted during July 2022-May 2023. The data was weighted to be representative of populations of adults based on age, gender, race, educational attainment, region, gender, and educational attainment. Top-line results from the surveys have a margin of error of +/-2 percentage points.