1、Gen Z Culture DecodedMarch 27,2025The New Rules of EngagementGen Z is rewriting the digital playbook,setting new standards for content discovery,engagement,and consumption.This study demonstrates that Gen Z is social-first,always on,and hyper-connected like no other before it.Study conducted online

2、in the United States via Toluna Start.Sample size:2,000 Gen Z consumers.Age group:16-27 years old.Fieldwork period:December 2024 January 2025.Survey designed to track Gen Zs evolving media consumption,brand engagement,and digital behaviors.Insights include:Platform preferences,content discovery,trus

3、t in media,AI perceptions,and purchasing behaviors.Findings provide a longitudinal perspective on how Gen Zs habits may shift as they enter adulthood.MethodologyThe New Rules of Engagement Always On,EverywhereGen Z is Creating New Rules ofEngagement-Social-First,Always On,&Hyper-ConnectedSocial plat

4、forms and YouTube are the starting point for discovery for more than 71%of Gen Z consumers60%find new content on streaming platform playlists72%71%60%53%39%35%30%3%Social media(e.g.TikTok,Instagram)YouTubeStreaming platform playlists(e.g.Spotify Discover Weekly)Recommendations from friends or family

5、RadioCharts or trending listsReading about it in a blog or articleOther118.MQ14 How do you typically discover new media content eg.music,podcasts,audio books,tv series|Base:1884More than 55%of Gen Z consumers are“always on,”for each of 18 activities studied,at any given time of daySocial media is ub

6、iquitous,with at least 74%using it at any time of dayWatch paid-for on-demand video streamingWatch free ad-supported on-demand video streamingWatch paid-for live TVWatch free live TVWatch YouTube free with adsWatch YouTube Premium Listen to music on a streaming serviceListen to podcasts on an audio