Millennials Lean Toward Streaming

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Gen Z Significantly Prefers User-Generated Content, Older  InMobi DB to Data Survey Shows,” proclaims a press release I recently read. This headline almost drove me to start a loud, angry, uncontrolled rant, but I didn’t want to look like Abe Simpson in the “Old Man Yells at Cloud” meme. So, let me explain quietly, rationally, and unemotionally why marketers should think twice before continuing to use outdated demographic cliches and obsolete content descriptions. Before I do, let me provide InMobi Insights with equal time. What types of content do Gen Z, younger millennials, and older millennials prefer? InMobi surveyed more than 1,000 US consumers about their streaming subscription behavior and found: Gen Z (ages 18-24) enjoys user-generated content (UGC) more than other content types.



UGC was followed by music/podcasts, gaming, and TV in that order. Younger millennials (ages 25-34) consume content across all formats equally. They don’t have a clear content preference. Older millennials (ages 35-44) enjoy TV the most. UGC was their second choice. In the press release, Justin Sparks, the Director of Vertical Strategy for North America at InMobi, said: “The clear generational divide shows how the content vehicle of the time creates lasting habits and familiarity. To win over Gen Z as they come into purchasing power and boardroom and political influence, UGC will be the critical lever across the content ecosystem. You can see this with the NFL’s Sunday Ticket deal with YouTube that starts this year as they move away from a long-standing partnership with Dish TV to court Gen Z fans to the sport.” OK, equal time is over.