Young Consumers And TV: More Shifts to Social Media - And YouTube

• by Wayne Friedman , Staff Writer, March 26, 2025

Gen Z and millennials find social-media content more relevant than traditional TV and movies, according to a new survey from Deloitte.

But now add to the news that YouTube -- itself a motivator around social media -- has climbed to the highest share when it comes to two Nielsen measures -- total TV/streaming and its media distributors index.

Young consumers are a major part of this, as they continue to seek closer relationships with big social media influencers and personalities -- who are not only only TikTok, or Instagram, but on big digital video platforms.

Nielsen says audiences -- both young and old -- are increasingly using YouTube to access content that also appears on social-media apps. In addition, there is rising interest in "video" podcasts on YouTube.

Deloitte says the bottom line is that Gen Z has about 50 minutes more a day on social-media platforms and 43 minutes less on traditional TV and media. That is some significant time- shifting, which does not seem to be slowing down.

This comes as one report says that globally producing expensive professional TV shows and movies -- while still a big deal -- could be slowing down.

In Los Angeles, Hollywood workers say a somewhat slower return to producing shows, episodes and productions since the strike has continued.

For sure, billions are still spent on professionally producing TV shows and entertainment via all major media and new digital-first players. But even the likes of Netflix are reigning in that high activity, according to analysts.

Future media use continues to see shifts. In part, that is why Netflix continues to pursue gaming content -- largely as a hedge to keep young consumers interested.

There is also a cost-sensitive issue to consider. Overall consumers have issues with paid streaming services -- which is why they keep dipping in and out of streaming platforms, which can keep churn levels high, in part.

Young consumers -- Gen Z and millennials -- are even more sensitive to those costly media monthly costs. That can drive them to digital media -- on YouTube and social media platforms.

Add this: About 66% of millennials/Gen Zers now subscribe to free ad-supported TV (FAST) platforms -- many of which don’t have much pricey, new originally produced TV and movie content on their schedules.

These screen trends are not going away.

But in some basic good news, watching screens of any type can be viewed as a good thing.