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EMARKETER

Gen Z leads shift to vertical video and creator-first media

Article by Jeremy Goldman  |  Jun 2, 2025
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Gen Z leads shift to vertical video and creator-first media
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Topics
Generation Z
Digital Video
Influencer Marketing
United States

The news: Gen Z consumers overwhelmingly prefer short-form vertical content, with 64% naming TikTok their top platform, followed by Instagram Reels/Stories (55%) and YouTube Shorts (54%), per Toluna.

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