According to the latest report by Precise TV and Giraffe Insights, “Party USA Summer 2024,” YouTube stands out as the most popular platform among Gen Z teens in the U.S., with 8 in 10 teens actively using it. The survey shows that 76% of girls and 79% of boys consume content on YouTube. Furthermore, 74% of teens watch music videos, and 79% listen to music on the platform. Popular YouTube channels include Mr. Beast, Disney Music, 5-minute Crafts, and Dude Perfect.
TikTok is also widely used, with 69% of girls and 61% of boys engaging with the platform. In terms of social media platform preferences, YouTube (including Shorts) leads among both genders, with 63% of girls and 54% of boys ranking it as their favorite. TikTok follows, with 43% of girls and 44% of boys favoring it. Interestingly, Snapchat is more popular among boys (58%) than girls (51%).
YouTube is regarded as the best platform for ads, with 27% of teens ranking it highest, followed by broadcast TV (23%) and TikTok (19%). Additionally, teens are less likely to skip ads on YouTube Shorts and TikTok, with only 25% skipping all ads on these platforms. Co-viewing with parents is another key trend, with 8 in 10 parents watching content alongside their teens, and 70% of families co-viewing several times a week or more.
Gaming is another significant activity, with more than 60% of teens playing video or app games. Boys generally spend more time gaming than girls. Top games include Roblox, Subway Surfers, and Among Us. On YouTube, teens enjoy watching gaming channels such as Mr. Beast Gaming and Minecraft-related content. In terms of co-viewing behavior, nearly half of teens co-view when watching YouTube on TV.
Teens play a substantial role in influencing their parents' purchasing decisions, with many parents buying items for their teens after seeing ads on YouTube. Over 80% of parents plan to spend the same or more on holiday gifts in 2024 compared to previous years.
With a strong preference for YouTube across various content types—from music videos to gaming streams—marketers have a clear pathway to reach this influential demographic. By capitalizing on co-viewing trends, the power of in-game advertising, and the influence teens exert on family purchasing decisions, brands can effectively tailor their strategies to connect with Gen Z in a meaningful and impactful way.