Nearly Half of Gen Z Prefers YouTube and TikTok Over Traditional TV
Specifically short-form content like “microdramas.”
Summary
- 43% of Gen Z now prefer social video platforms like YouTube and TikTok over traditional TV
- Time spent streaming video is rising to over 4 hours daily, while traditional TV viewing declines
- Streaming revenues are forecast to grow by 18-19% annually due to the shift to short-form content like “microdramas”
A massive shift in media consumption is officially underway, with nearly half of Gen Z preferring YouTube and social video platforms over traditional TV or paid streaming services.
According to Activate Consulting’s Technology & Media Outlook 2026 report, a notable 43% of Gen Z now depend on platforms like YouTube and TikTok for media and news, indicating a clear preference for immediate, digestible content. The report also notes the rapid growth of “microdramas,” which are scripted, continuous storylines presented in impactful 1-2 minute episodes. This type of content is gaining immense popularity, attracting 28 million US adults, with over half of these viewers aged between 18–34.
The shift signals the continuing decline of older media. While average daily streaming time is projected to climb to over 4 hours, time spent watching old-school TV is set to collapse to just 1 hour and 17 minutes. Consequently, streaming revenues are forecast to grow by 18–19% annually, while traditional TV revenues are expected to fall.
