Gen Z favors social media influencers over traditional media

A new study shows that Gen Z prefers watching influencers on social media rather than traditional film and TV. The survey, conducted by Deloitte, reveals that 56% of Gen Z and 43% of millennials find social media content more relevant. Gen Z spends more time on social media than anyone else. They spend about 54% more time—around 50 minutes more daily—on social platforms compared to the average person. In contrast, they watch 26% less TV and movies, which is roughly 44 minutes less each day. China Widener, vice chair of Deloitte, noted that the competition for attention between traditional media and social media is fierce. While Gen Z does engage with both, they spend more time on social media platforms. The survey highlights that the personal connection Gen Z feels with social media personalities is a big factor in their viewing habits. Many fans form strong ties with their favorite creators, leading to higher engagement levels. Last year, a study confirmed smartphones have become the most popular device for watching new video content, surpassing televisions. A report from Variety shows that the average TikTok user watched 2.48 hours of video daily in 2024, up from 2.12 hours in 2022. The report also found that for 13-24 year-olds, TV shows and movies make up only 32% of their screen time, while viewers over 35 spend 59% of their screen time on traditional media.