More than older cohorts, Gen Zers are likely to engage with brands through social media. A higher percentage of Gen Zers follow brands on social media, are more likely to purchase from a brand with a strong social media presence, and more have purchased a product because of an influencer.
Even so, some companies managed strong growth, including AVOD services and social media networks. In-app purchases and subscriptions had very strong growth over the past year. Hybrid ad and IAP models have proliferated over the past few years, with ad revenues growing more quickly than IAP revenues. But in Q3 2019, this began to reverse.