"This text-first preference aligns with how young adults consume content overall. Gen Z spends 58% of their video time on social media rather than streaming services, according to Deloitte, favoring short-form, scrollable formats over lean-back viewing. Young consumers also bring a research-driven mindset to information gathering. Nearly 90% cross-check results across multiple platforms before making decisions, according to Yext, suggesting they're comfortable synthesizing text from multiple sources rather than relying on a single video explainer."
"5,153 US adults from the American Trends Panel (ATP) were surveyed during August 18-24, 2025. The survey was conducted online and achieved a 93% response rate, with a margin of sampling error of +/-1.6 percentage points for the full sample. Data were weighted to represent the US adult population by gender, age, race, ethnicity, partisan affiliation, education, and other categories."
45% of 18–29-year-olds prefer reading the news, while 31% prefer watching it, based on an August 2025 Pew Research Center survey. Gen Z spends 58% of their video time on social media rather than streaming services, favoring short-form, scrollable formats over lean-back viewing. Nearly 90% cross-check results across multiple platforms before making decisions, indicating comfort synthesizing text from multiple sources rather than relying on a single video explainer. Media buyers should defend text-based ad placements for younger demos, and content strategists should invest in written formats alongside video. Survey methodology: 5,153 US adults were surveyed online August 18–24, 2025; data were weighted to represent the US adult population, and the cumulative response rate was 3%.
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