Data & Insights

Gen Z Is The Largest, Most Diverse Group of Media Users, According to a New Report From Nielsen

SVOD and multimedia devices are growing in popularity with older generations

gen-z-diverse-CONTENT-2017 — Gen Z, the most diverse demographic group, is also more able to adapt to new technologies.Getty Images

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Part of Nielsen’s latest Total Audience Report for the first quarter of 2017 highlighted just how unique and diverse Gen Z is when it comes to consuming media.

The report found that Gen Z and millennials make up almost half of Nielsen’s TV homes in the U.S., and that Gen Z is the most racially diverse generation of all.

Of particular note to marketers and content creators, the report also breaks down ownership of devices and other technology among the generations.