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 Z1.1 Device Ownership and Usage - By Age and Gender
1.2 Screens in the Bedroom - By Age and Gender
1.3 Weekly Media Behaviors - By Age and Gender
2 The Role of TV Content in the Lives of Gen Z
2.1 Percent of Video Viewing that is TV Content vs. Non-TV Content (e.g., User-Generated) - By Age, Gender, and Cultural Segment
2.2 Usage of Different TV/Streaming Services - vMVPD, SVOD, AVOD, Antenna - By Age, Gender, and Cultural Segment
2.3 Frequency of Streaming Video Content to Specific Devices - By Age, Gender, and Cultural Segment
2.4 Devices Used to Stream TV Content to the TV Set & Types of TV Set Used for Streaming
2.5 Streaming Services Used Regularly - By Age, Gender, and Cultural Segment
2.6 Who Pays For The SVOD/vMVPD Services Used - By Age
2.7 Genres of TV Content Watched - By Age, Gender, and Cultural Segment
2.8 Browsing Behavior While Watching TV Content
2.9 In-Language Content Viewing - By Age, Gender, and Cultural Segment
2.10 Information Sources to Find Out About TV Shows - By Age, Gender, and Cultural Segment
3 Gen Z & Social Media
3.1 Frequency of Using Specific Social Media Apps/Services
3.2 Daily Usage of Social Media Apps/Services - By Age, Gender, and Cultural Segment
3.3 Information Sources to Find Out About News/ What Is Trending - By Age, Gender, and Cultural Segment
4 Gen Z & Their Stances
4.1 Stances On Sociopolitical Issues: Direction of the Country, Ability to Make a Change, and Importance of Voting - By Age, Gender, and Cultural Segment
4.2 Concern about Social/Political/Environmental Issues - By Age, Gender, and Cultural Segment
4.3 Gen Z’s Stances on Social, Political, and Environmental Issues - By Age, Gender, Cultural Segment, and Political Leaning
