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By ProductEMARKETER PRO+EM Advisory AI Visibility Index

By Use CaseDetermine Market Sizing Develop Strategies Allocate Budget Benchmark Performance Win New Business Develop Go-to-Market Strategy Stay Informed Thought Leadership

Advertising & Sponsorship

Boost your brand and generate demand with media programs.

Learning Center

Browse recent toolkits and resources curated by the EMARKETER team.

Register for an upcoming webinar and track which industry events our analysts attend.

Listen to our podcast, Behind the Numbers for the latest news and insights.

Learn more about our mission and how EMARKETER came to be.

Key decision-makers share why they find EMARKETER so critical.

Take a look into our corporate culture and view our open roles.

Our Methodology

Rigorous proprietary data vetting strips biases and produces superior insights.

See our latest press releases, news articles or download our press kit.

Speak to a member of our team to learn more about EMARKETER.

Explore plans and subscriptions.

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Exclusive data: Millennials’ media mix keeps them central to marketers’ 2026 plans

Article by Marisa Jones | Oct 12, 2026

The news: Millennials are balancing legacy media habits with newer digital behaviors.

Adults ages 35 to 44 are the last cohort to spend more time with traditional TV than YouTube, per our forecast.
But millennials are quick to adopt emerging technology: The generation had the highest genAI usage rate of any generation in 2023, a year after ChatGPT brought the technology into the mainstream.
Roughly 55% of millennial AI users use AI tools at least monthly while shopping, per April EMARKETER data.
Millennials are in competition with Gen Zers for user dominance on major platforms; they lead on Reddit, Pinterest, Facebook, and Netflix, while younger audiences dominate on Instagram and Snapchat.

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