There is a new shift in the content market. With the ever-evolving media landscape, the Gen Z and Millennial Social Media Usage defines this change. There is a clear generational shift that is taking place. Traditional TV viewership is declining, especially among younger audiences. Short-form, user-generated content platforms like TikTok, Instagram Reels, and YouTube Shorts are thriving. This trend raises a critical question. Why are platforms like TikTok becoming the new prime time for Gen Z and Millennial Social Media Usage?
Recent data from a 2023 Deloitte Digital Media Trends report showed that Gen Z spends more time watching user-generated content than TV or movies. According to the same report, 46% of Gen Z prefers watching user-generated video content, while only 17% favor traditional television.
Personally, as X-Men, our defining shift came when we could afford a big display TV at home. At the same time, TV streaming started, and this is where we can have our blockbuster movie in the comfort of our homes.
However, social media is changing this dynamic. With the younger generation growing up in the social media era, this shift isn’t just about screen size or platform design. It’s about a change in how content is discovered, consumed, and even trusted.
The Appeal of Social Media – Gen Z and Millennial Social Media Usage
So, what is happening with the Gen Z and Millennial Social Media usage? For younger generations, especially Gen Z, Millennials, and even Gen Alpha, social media isn’t just an entertainment source—it’s a cultural hub. It’s where news breaks, trends emerge, and identities are shaped. In short, social media meant to Gen Z and Millennials is what Google meant to us, the X-Men, and the boomers.
One interesting trend is how major entertainment campaigns use social media as an engagement platform for a pre-launch promotional. In the K-drama industry, for instance, it has become common for actors and actresses to participate in various social videos, behind-the-scenes clips, playing games, or humorous interviews posted across TikTok and Instagram well before a show airs. We can also see other businesses going on TikTok to deliver humorous drama scripts to entertain the audience. These approaches drive attention earlier in the consumer journey, providing fans with multiple engagement points.
This phenomenon illustrates why younger audiences often encounter a show or brand first on social media. The traditional discovery funnel has been inverted. Where television once served as the anchor of awareness, social feeds are now taking over this role to build the discovery funnel.
Trust and Relatability Over Production Value
Another core factor behind this shift in Gen Z and Millennial Social Media usage is the evolution of content type. For years, high-budget production and celebrity appeal scripted premium content dominated. But today, many young viewers prioritize relatability, authenticity, and speed. It’s clear, authenticity is the new driver.
An article by MediaCat UK highlights how Gen Z is redefining content quality. They prioritize relevance, tone, and community engagement over technical polish. As the piece highlights, “A video filmed on an iPhone with a good hook can outperform a TVC with a $100K budget.” This new value metric explains why social-first creators can gain traction faster than legacy brands.
Gary Vee, one of the greatest marketing people, advocated that businesses need to leverage social media to figure out trends on the platform and just keep creating content. The message is simple: If businesses want to grow, they must understand Gen Z and Millennials Social Media usage and keep creating content to grab attention.
Algorithm as the New Remote Control
There is also a big reason why Gen Z and Millennial Social Media usage is so sticky. Conventional television relies on scheduling and linear storytelling. In contrast, social platforms are driven by algorithms that tailor feeds based on each user’s behavior and preference. This has created an on-demand, tailor-made content that is hard for traditional media to compete with.
Moreover, there is a rise in micro content or drama—short, episodic, snackable content that aligns with shorter attention spans. With the increase of 15-second videos and “part 1 of 3” formats, storytelling has evolved to be iterative and participatory.
As a result, the line between creator and audience blurs. Viewers often feel engaged and be part of the conversation, especially when creators respond to comments or use duets/remixes to build community engagement. I mean, this is the biggest advantage of social media content, where the creator is closer to the audience. Whereas, in a TV show, for instance, you only get closer if there is a launch press conference, and by that, only a selected few can be in the audience to engage the actors, actresses, or the directors.
The Commercial Implications on Gen Z and Millennial Social Media Usage
This shift has significant implications for marketers and content creators. Behind-the-scenes and the story behind a brand type of content have become important. The authentic experiences that the audience will want to engage with are the most important. The success of a launch has increasingly depended on how well it integrates with the native formats of platforms like TikTok and Instagram.
K-drama promotions are a prime example. Stars frequently engage in trending challenges, dance challenges, and post teasers in real time or do live chats with fans, making the show feel like a communal experience before its premiere.
Data Snapshot
- According to a Morning Consult survey (2024), 61% of Gen Zers trust influencers.
- According to App Annie, TikTok surpassed YouTube in average watch time among Gen Z users in the U.S. in 2021.
- YouTube Shorts receives over 70 billion daily views as of early 2025
These stats reflect a platform shift and a behavioral and psychological pivot driven by Gen Z and Millennial Social Media usage.
The Future of Content Discovery
In today’s digital content landscape, storytelling is being reshaped. The younger generations are not consuming less content; they simply engage with it differently. Discovery begins in a scroll, not a TV remote guide. The attention hook needs to happen in seconds, not minutes.
This evolution demands that creators and brands think social-first, format-native, and community-aware.
As the traditional media model adjusts to this reality, the winners will be those who learn to build narratives that thrive on platforms like TikTok.
This trend can be contagious. Although Gen Z and Millennials social Media usage is driving this shift, as an X-men, my content discovery is also changing. I still love the big screen at home watching blockbuster TV streaming. But I am also sticking to social media to enjoy content and discover trends. (After all, I am also pivoting to be a good content creator!)
From Prime Time to Personal Time – Gen Z and Millennial Social Media Usage
This is my final thought. This content revolution will not replace TV with TikTok and will definitely not happen in the near term. Rather, it is about the evolving needs for more authentic short-form content experiences.
Even though I have heard some of my peers’ family TV being “wiped out” or becoming a white elephant because the whole family does not watch TV anymore, I still believe long-form TV content is here to stay for the sake of entertainment.
The world is advancing rapidly, and we are also very busy with work. We need to keep track of the changing world and trends. Social media will continue to play an important role in allowing us to do that, and while doing that, we could also enjoy some form of entertainment. Hence, today, we are hearing words like “edutainment.”
Lastly, for the commercial or content creator, it’s about understanding where attention begins and how trust is earned. That means adapting to a new rhythm where engagement, not airtime, determines impact.
Explore more about Gen Z trend? Read here.
