In 2023, Instagram has officially eclipsed linear TV in the total number of Gen Z users, marking a significant shift in media consumption habits for this demographic.
The surge in Instagram's popularity among younger users can be primarily attributed to its Reels feature, which has driven higher engagement compared to traditional linear television.
For Gen X viewers, the gap between YouTube and linear TV is narrowing, projecting a future where only 400,000 fewer Gen X users watch YouTube compared to linear TV by 2026.
Despite the growing appeal of social networks among various age groups, no single social media platform has yet matched the collective viewership data of linear television.
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