Short-form video rules Gen Z as 85% watch weekly, fueling discovery and sales.

Spotify sports podcast listening jumps 358% after games, outpacing pregame gains and opening a bigger ad window beyond live TV.

From TikTok to pharma sites, women’s go-to channels shift by life stage—and marketers need to follow.

Tailoring marketing to Gen Alpha is proving critical for brands looking to capitalize on their emerging influence.

On today’s podcast episode, we discuss how Gen Zers are trying to limit their social media use, which platforms they are moving to (and away from), and where they are engaging with social creators offline. Join Senior Director of Podcasts and host, Marcus Johnson, Analyst, Paola Florez-Marquez, and Senior Analyst, Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

The news: Gen Z’s media habits are changing fast—and most brands aren’t keeping up. New data shows Gen Z spends hours on social media daily, but not passively: they’re engaging in participatory, creator-led environments where trust and relatability matter more than production polish. Fifty-two percent say they feel closer to creators than celebrities. Gaming platforms like Roblox are central, with adults 25–34 averaging 100 minutes per session. Our take: legacy ad formats don’t cut it anymore. To earn Gen Z’s attention, brands need to integrate into native experiences, empower creators as collaborators, and measure more than just impressions.

Social media dominates teen lives: Balancing screen time, mental health, and meaningful digital engagement becomes increasingly urgent for parents and educators.

Younger generations are embracing digital platforms to manage adult responsibilities, while older ones are still weighing the value of digitization.

Younger generations expect quick responses from brands: Gen Zers and millennials prefer text messaging over email with brands to facilitate faster communication.

On today's episode, we discuss which “digital habits” are just myths, whether travel has reached pre-pandemic levels, whether conversational commerce can take online shopping by storm, social audio getting some new big partners, which platforms creators want to create for, what it would look like if companies were mini countries, and more. Tune in to the discussion with eMarketer principal analyst Paul Verna, forecasting analyst Peter Vahle, and analyst at Insider Intelligence Blake Droesch.