YouTube released its latest Culture & Trends Report at Cannes Lions Wednesday, turning its focus to Generation Z creators and noting that 85% of Gen Z has posted video content online.
The Google-owned video platform said its main finding is that digital culture is now about personally relevant content, with 65% of 18- to 24-year-olds who are online saying that content meeting that description is more important to them than content many other people are discussing.
YouTube said in a blog post, “Individual viral videos—the Davids, Charlies and, yes, even foxes that broke through in the past—are becoming increasingly less central to trends in a world where audiences and creators prioritize moments that matter to them and their lives.”
UNLOCK FULL ACCESS
Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.
VIEW ALL SUBSCRIPTION OPTIONS
