Who cares if Gen Z significantly prefers user-generated content?

A press release I came across states that according to a survey conducted by InMobi Insights, Generation Z shows a strong inclination towards user-generated content, while older millennials have a higher preference for streaming.

This title nearly pushed me to begin a boisterous, enraged, unrestrained tirade, but I didn't want to appear reminiscent of Abe Simpson in the popular "Old Man Yells at Cloud" internet meme.

Now, allow me to calmly and logically elaborate on why marketers must reconsider their reliance on old demographic stereotypes and outdated content portrayals.

Before I proceed, allow me to grant InMobi Insights an equivalent opportunity.

Content Preferences Of Gen Z, Younger Millennials & Older Millennials

InMobi conducted a survey involving over 1,000 American individuals to gather insights on their streaming subscription habits. The findings of the survey are as follows:

According to the official statement, Justin Sparks, the North America Vertical Strategy Director at InMobi, expressed:

The significant difference between generations clearly indicates how the form and medium of content during a particular era can shape long-lasting habits and familiarity. In order to successfully attract Gen Z, who are steadily gaining purchasing power, as well as influence in boardrooms and politics, User-Generated Content (UGC) will be a crucial tool across various channels of content distribution. This is demonstrated by the NFL's recent decision to partner with YouTube for their Sunday Ticket deal, abandoning their longstanding partnership with Dish TV, with the intention of appealing to Gen Z fans and engaging them in the world of sports.

Alright, the period allocated to each side has come to an end.

Who Is Our Intended Audience?

I am convinced that it is crucial for brands and agencies to persistently inquire: "Who is the demographic we should be targeting?"

However, I believe it's high time we question the use of Gen Z, millennials, Gen X, and baby boomers as our criteria for segmenting the audiences we wish to target or not.

There exist various methods to divide target audiences. This encompasses particular passions and purposes, alongside demographic information. Hence, what reasons do we have to start inquiring about our utilization of age groups promptly?

The Pew Research Center, a leading institution in studying different generations, has recently opted to pause and reassess their methodology when it comes to studying generational differences in the future.

Michael Dimock, the head of Pew Research Center, released an article titled "Important Factors to Consider When Learning About Gen Z, Millennials, Boomers, and Other Generations."

Every marketer and executive in the United States, regardless of their brand or agency, should consider this a must-read.

"At Pew Research Center, we believe discussing different generations can provide valuable insights. However, it is crucial for readers to bear in mind certain essential factors whenever they encounter news articles or studies pertaining to generational topics."

If you are seeking another perspective, consider reading Mark Ritson’s column titled "Demographics: A Bullsh*t Concept" in Marketing Week.

Ritson asserts, "It is about time we abandon this complacent strategy of segmentation."

What else can I contribute?

What Is UGC?

As you reconsider your beliefs about market segmentation, you might also consider grappling with another challenging query: "What exactly constitutes user-generated content?"

Is it the kind of material produced by James Donaldson, otherwise recognized as MrBeast? He is among the most triumphant YouTube producers, boasting an audience of more than 163 million subscribers.

However, MrBeast is also active on other social media platforms. He has a substantial following of 84 million on TikTok, 38.5 million on Instagram, 21.3 million on X (previously known as Twitter), and 4.2 million on Facebook.

MrBeast's videos showcase intricate and daring feats, daunting trials, and generous distribution of substantial amounts of cash. As an illustration, his most popular video revolves around the question, "Are you willing to embark on a journey to Paris solely for a baguette?"

Posted on YouTube on December 8th, 2022, it has currently garnered a whopping 853 million views and an incredible 37.9 million interactions.

It should be mentioned that this wasn't a stroke of luck. MrBeast has shared 89 videos on YouTube over the past three years, accumulating a whopping 14.5 billion views and 502 million interactions.

Upon viewing this "content generated by users" during your upcoming marketing meeting, you may be prompted to inquire, "For what reason can't we produce content similar to this?"

If you are employed at a media and entertainment firm, it would be wise to firmly assert your opinion and question your team, "What is the reason behind our failure to produce content similar to this?"

It’s important to note that Donaldson is not the sole YouTube creator who has turned user-generated content into a lucrative profession.

According to Oxford Economics, the artistic community within YouTube provided employment for over 390,000 people in the United States and boosted the country's GDP by more than $35 billion in 2022.

Delve into the depths: Comprehensive video content handbook: The reasons to commence producing videos immediately (alongside illustrations)

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What Are Viewers Watching On TV?

In conclusion, you might want to inquire your marketing team, "Which TV programs are capturing the attention of our intended viewers?"

Indeed, I classify myself as a member of the baby boomer generation. However, it is crucial to clarify that I am not attempting to revert to the lifestyle portrayed in the television series "Mad Men."

Keep in mind that according to the InMobi Insights report, older millennials derive the greatest pleasure from streaming television shows.

Maybe you should consider revisiting my post titled "Maximizing Your Digital Marketing Strategy with GA4."

Towards the conclusion of the blog post, I relayed the statements made by Neal Mohan, the CEO of YouTube, during the Brandcast event.

There is a significant change happening in the way individuals enjoy media. Increasingly, people are choosing to watch YouTube on the largest display available in their household. Nielsen reports that YouTube holds the top position for streaming watch time on television screens in the United States.

Even though I didn't mention this previously, Mohan included:

Audiences, specifically the younger ones, no longer differentiate between the type of material they consume. When they switch on the television, they desire to have all their beloved elements in a single location, ranging from their preferred content creators to popular movies and even football. YouTube is the platform where they can discover and access all of these aspects seamlessly.

During the event, Mary Ellen Coe, the Chief Business Officer of YouTube, discussed the collaboration between YouTube and NFL Sunday Ticket. She highlighted the distinct possibilities that YouTube and YouTube TV were offering fans in terms of sports viewing experiences.

YouTube is the ultimate platform when it comes to sports. We provide you with limitless access to the content that fans adore, both live and available on demand. Our collaborations with various leagues including the NFL, NBA, and others ensure that you never miss out. Moreover, we proudly stand as the top choice for Gen Z fans seeking their sports fix.

Following this statement, Coe further remarked:

I am thrilled to inform you about an innovative approach that will allow fans to experience game day through the eyes of our content creators. The NFL's YouTube channel will premiere a fresh and exclusive series called "NFL Creator of the Week," which will debut after the commencement of this year's football season.

At long last, NFL Commissioner Roger Goodell relayed his message to the attendees of Brandcast.

Countless football enthusiasts flock to YouTube in search of any NFL-related content. It is worth mentioning that during the previous year, the viewership of NFL material on this platform experienced a substantial surge of 27% compared to the previous year, accumulating a staggering 1.9 billion views.

Upon examining my written observations, it appears that Goodell included:

NFL Sunday Ticket is just the tip of the iceberg... And individuals from various content domains - ranging from clothing to cuisine - will join forces in this endeavor, attracting fresh audiences to the realm of the NFL. One notable example of these creators is MrBeast, hailed as the top influencer on YouTube.

In one of my previous blog posts in May, I highlighted the staggering statistic that Nielsen data revealed YouTube had reached an astounding 150 million individuals through connected televisions across the United States.

And I stated, "That's an immensely larger group of people than what brands and agencies can target throughout the Super Bowl."

Ever since that time, I accidentally came across the explanation of "co-viewing" in the Google Ads glossary. It provides interesting information on this topic:

"Data indicates that a number of individuals are engaged in collective viewing of YouTube content on television screens, demonstrating a consumer behavior reminiscent of traditional linear TV viewership."

The terminology section also clarifies:

"When numerous individuals collectively view YouTube on a connected television (CTV) gadget and simultaneously witness an advertisement, it possesses the potential to generate additional impressions and extend the reach of your campaign."

Understood? Captured? Excellent.

So, who is the specific group of people you are trying to reach?

If we're talking about the younger generation, it seems that YouTube has emerged as the top choice for sports enthusiasts belonging to Gen Z.

For those belonging to the older millennial generation, YouTube takes the top spot when it comes to the amount of time spent streaming content on TV screens in the United States.

If your desired viewers are football enthusiasts, then YouTube is currently the sole platform for NFL Sunday Ticket.

In this collaboration, YouTube content creators will have exclusive opportunities to engage with the NFL, including their exciting games, renowned teams, talented athletes, and the passionate fan base.

Well, the landscape of the media industry is undergoing another major shift. Consequently, it is necessary to raise inquiries such as, "Does it really matter if Generation Z has a strong inclination towards user-generated content while older Millennials gravitate towards streaming?"

Why? Because companies and advertising agencies have the opportunity to connect with football enthusiasts through various NFL content on YouTube. This includes not only live game viewing on YouTube TV and Primetime Channels but also the ability to engage with highlights, post-game discussions, and other relevant content available on YouTube.

If you let this chance slip away, you could find yourself resembling Abe Simpson depicted in the "Old Man Yells at Cloud" viral image. And trust me, that's not something you'd desire.

The views expressed in this blog post belong to the guest writer and may not necessarily reflect the opinions of Search Engine Land. Our team of staff writers can be found here.