The news: Younger consumers are spending more time with creator content and social media platforms and shifting away from film and TV, per Deloitte’s 2025 Digital Media Trends survey.

56% of Gen Zers and 43% of millennials agree that “social media content is more relevant to them than traditional content like TV shows and movies.”
Gen Z respondents spend 54% (or about 50 minutes) more time on social platforms and watching user-generated content than the average consumer. Gen Z also spends 26% less time (about 44 minutes) than the average consumer watching TV and movies.

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Gen Z values creator content over scripted TV, streaming

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