Of total smart speaker users this year, we anticipate that 21.6% (14.5 million) will be Gen Zers, 41.8% (30.5 million) will be millennials, 33.5% (21.9 million) will be Gen Xers, and 20.4% (14.5 million) will be boomers.
Gen Z users are joining YouTube at the fastest rate. The number of Gen Z YouTube viewers will increase 7.2%, while other generations will be relatively flat. Millennials will have the largest YouTube audience with 55.4 million viewers. By 2024, the number of Gen Z YouTube viewers will surpass that of millennials. YouTube is widely adopted across various ethnicities.