According to December 2024 data from Toluna, Coraly Partners, and Halford Media Advisory, nearly 72% of individuals discover new media content through social media platforms. This trend is particularly amplified among Gen Z, with 62.5 million expected to utilize social media in the US. The generation also dominates YouTube viewing, with projections suggesting 63.9 million Gen Zers will engage with the platform this year. Advertisers are encouraged to tailor their strategies towards these channels to effectively reach younger audiences, potentially reducing reliance on less effective platforms.
Nearly three-fourths of discover new media content on social media (72%) and on (71%), according to December 2024 data from Toluna, Coraly Partners, and Halford Media Advisory.
62.5 million Gen Zers will use social media in the US this year, according to our May 2024 forecast.
Gen Z leads the generations in YouTube viewing, with 63.9 million Gen Zers expected to be YouTube viewers this year.
Advertisers can use this data to hone in on where to find younger viewers and tailor messaging for specific ad channels.
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