Infographic: How Gens X, Y and Z Consume Video Content

Viewing habits on YouTube and other platforms

Younger consumers are the most likely to visit YouTube every day, but how the three generations use the platform varies.
iStock Photo

Whether you’re looking to introduce your brand to a Gen X music buff, Gen Y shopping fiend or Gen Z gamer, there’s no doubt that YouTube can be a valuable investment. But for maximum impact, it’s also important to understand just how your target age group interacts with the video-sharing platform. To help decode the generational divide, Influenster surveyed nearly 8,500 people of all ages about their YouTube viewing habits, from how often they visit the site to what kinds of content they click on to what other platforms they gravitate toward. “When it comes to video platforms that consumers go to watch product reviews, we see very compelling differences,” said Elizabeth Scherle, co-founder and president of Influenster. “It’s imperative for marketers to stay attuned to the shifting demographics on each social platform to allocate their budgets and resources accordingly.”

This story first appeared in the February 13, 2017, issue of Adweek magazine. Click here to subscribe.