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Media consumption habits of the younger generation are increasingly relevant to marketers as Gen Zers begin to overtake millennials as the demo du jour. In its annual Acumen Report, Defy Media studies how Gen Z and millennials consume media.
"While last year's report revealed YouTube's clear reign over TV and the rising influence of digital stars, this year we expand the view to their full video diet and preferred ad formats," said Defy Media marketing evp Andy Tu.
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