Generation Z, known as Gen Z, is used to consuming video content on social media from an early age. TikTok, this generation's favorite app, lets them consume content for entertainment without the need to choose what to watch. Two recent studies caught our attention: a study published by Adobe in January 2024 and YPulse's Media Consumption Monitor.
TikTok takes on Netflix
When Gen Z is asked about their use of entertainment services, Netflix is still in first place in the rankings, followed by TikTok. Not only does TikTok overtake all other social media platforms, but also traditional media platforms. This may be explained by the fact that Gen Z predominantly uses smartphones to view content. Add to this TikTok's ease of use, since the application suggests content while learning about users' interests, and Gen Z don't need to question themselves about the content they want to consume. Tiktok removes the decision fatigue that young people feel when consuming streaming services.
TikTok becomes a search engine
Generation z goes beyond the intended use of the TikTok platform - entertainment - to turn it into a source of information. TikTok is seen as a search engine for this younger generation. Gen Z uses the app for recipe suggestions, fashion advice, product reviews and more. Google, however, remains the leading search engine for Gen Z, who see Google as favorable for searching and retrieving information. Following this use of TikTok, brands will need to review the content they share on the platform in order to meet users' search intentions.
