Snap, NRG Study: Gen Z, Millennials Gravitate Toward Short-Form Premium Video Content

Respondents spend more time on their mobile devices than on TV, especially younger ones

NRG polled 1,000 smartphone owners between the ages of 13 and 35 in the U.S. Snap Inc./National Research Group

Noting that the number of global video viewers is projected to reach 2.72 billion in 2023, Snap Inc. commissioned a study from National Research Group to learn how Generation Z and millennials engage with video content and what to expect from the next era of mobile-first experiences. David Cohen is editor of Adweek's Social Pro Daily.