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
Headshot of 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. Millennials also tend to use multimedia devices, such as Apple TV or Chromecast, more than Gen Z. Over 80 percent of each of those generations use PCs, but nearly 100 percent of both use smartphones.

Multimedia devices and SVOD services are also growing in popularity with older generations with year-over-year growth in the double digits, bringing them closer to their younger counterparts.

The report overall shows how the age of a diverse generation presents new opportunities for marketers. New technologies and forms of content continue to spread across generations, and there will be more to learn about how users interact with media down the line.

@samimain 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.