Younger generations of Americans have never known a world without internet and digital devices, social media, and streaming. What’s more, they are growing up in a decidedly different socio-political environment that includes major cultural shifts in terms of thinking about race, gender, sexuality, the environment, corporate responsibility, career development, and what defines success. These shifts, in turn, impact the way they think about brands, the kind of content that appeals to them, and how they share and socialize information. The FOCUS Generation Next 2022 study provides a comprehensive look at Gen Z’s and Generation Alpha’s relationships and behaviors around video content (long form, user generated, eSports, etc.), entertainment (including gaming), relationships with brands, and what brands needs to consider when looking to engage these politically aware digital natives. The survey was conducted in October 2022 with 800 surveys among 13-24 year-olds in the U.S., with oversamples of Latinx, Black, and Asian. Data have been weighted to Census.
Table of Contents
1 An Overall Look at the Media Lifestyle of Gen Z
2 The Role of TV Content in the Lives of Gen Z
3 Gen Z & Social Media
4 Gen Z & Their Stances
