YouTube has published a new ‘Culture and Trends’ report, which incorporates insights from 10 countries to provide some perspective on what’s driving the latest Gen Z video trends, and how that relates to digital strategy.
The 55-page report takes an in-depth look at three key trends which emerged from YouTube’s data set:
The trends point to the shifting interests of younger viewers, away from the big, popular trends of times past.
“We found that digital culture is now all about personally-relevant content. In fact, 65% of Gen Z (online 18-24 year olds) agree that content that’s personally relevant to them is more important than the content that lots of other people talk about. Individual viral videos – the Davids, Charlies, and, yes, even foxes that broke through in the past – are becoming increasingly less central to trends in a world where audiences and creators prioritize moments that matter to them and their lives.”
The full report includes a heap of more in-depth data on these emerging trends, while YouTube has also published two infographic summaries of the key notes.
You can download the full report here.
Get the free daily newsletter read by industry experts
Some key tips on how to maximize your Instagram performance in the era of short-form content.
Subscribe to Social Media Today for top news, trends & analysis
Get the free daily newsletter read by industry experts
Want to share a company announcement with your peers?
Share your announcement
Some key tips on how to maximize your Instagram performance in the era of short-form content.
The free newsletter covering the top industry headlines

source