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, the most diverse demographic group, is also more able to adapt to new technologies.Getty Images
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By Sami Main

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. Millennials use SVOD services more than Gen Zers do, but Gen Z uses tablets and video game consoles more frequently.

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Headshot of Sami Main

Sami Main

Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.

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