The trend: Social media is becoming a key discovery channel for GLP-1 information, particularly for younger consumers. Nearly six in 10 (59%) Gen Zers and more than half (54%) of millennials who have heard of GLP-1 treatments learned about them on social media, compared with 43% of all consumers, according to EMARKETER’s US Digital Health 2026 survey. Following social media, the top channels for GLP-1 discovery are linear TV (50% of Gen Z and 52% of millennials), connected TV (45% and 47%), and search (43% and 47%).

YouTube is the leading social media channel for Gen Zers (62%) to learn about GLP-1 drugs, while Facebook is the leading channel for millennials (68%). Instagram also plays an important role, with 53% of both Gen Zers and millennials learning about GLP-1s there.