{"id":45296,"date":"2025-05-20T12:02:47","date_gmt":"2025-05-20T16:02:47","guid":{"rendered":"https:\/\/digitalcontentnext.org\/?p=45296"},"modified":"2025-08-01T19:07:02","modified_gmt":"2025-08-01T23:07:02","slug":"how-gen-z-gen-y-are-redefining-video-engagement","status":"publish","type":"post","link":"https:\/\/digitalcontentnext.org\/blog\/2025\/05\/20\/how-gen-z-gen-y-are-redefining-video-engagement\/","title":{"rendered":"How Gen Z &amp; Gen Y are redefining video engagement"},"content":{"rendered":"<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F05%2F20%2Fhow-gen-z-gen-y-are-redefining-video-engagement%2F&text=How%20Gen%20Z%20%26%20Gen%20Y%20are%20redefining%20video%20engagement&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F05%2F20%2Fhow-gen-z-gen-y-are-redefining-video-engagement%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=How%20Gen%20Z%20%26%20Gen%20Y%20are%20redefining%20video%20engagement https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F05%2F20%2Fhow-gen-z-gen-y-are-redefining-video-engagement%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>\n<p>Gen Z and Gen Y aren\u2019t just watching video content\u2014they\u2019re rewriting the rules of engagement. That\u2019s the big wake-up call from DCN\u2019s latest exclusive study for our members, <a href=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/05\/DCN-Decoding-Video-Content-Engagement-Gen-Z-and-Gen-Y-in-Focus-Quantitative-2025-May-Public-Abridged.pdf\">Decoding Video Content Engagement: Gen Z &amp; Gen Y in Focus<\/a>.<\/p>\n\n\n\n<p>Focused on how younger audiences interact with video across YouTube, TikTok, Instagram, Snapchat, Facebook, and X, the research reveals a seismic shift in behavior. \u201cThey don\u2019t just watch \u2014 they engage,\u201d the report states. This highlights how younger generations like, comment, and co-create instead of being content to passively consume. For media brands, the report offers essential intelligence that profoundly impacts the future of video strategy and audience growth.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-research-findings\">Key research findings<\/h2>\n\n\n\n<p>DCN&#8217;s study delivers a detailed breakdown of how Gen Z and Gen Y engage across platforms, what content and creators they connect with, and how media brands can build relevance in a fragmented, fast-paced digital landscape. Among the key findings:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Younger audiences scroll fast, but they stay for authenticity. The three-second rule rules everything: Bold visuals, compelling storytelling, and authenticity are essential from frame one.<\/li>\n\n\n\n<li>Creators are brands. Independent creators aren&#8217;t just influencers\u2014they&#8217;re media ecosystems.<\/li>\n\n\n\n<li>YouTube, TikTok, and Instagram lead the pack. While Facebook maintains its hold on older millennials, TikTok has Gen Z&#8217;s full attention. YouTube is the universal middle ground, but each platform demands a unique approach and longer-form content.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-new-rules-of-engagement\">New rules of engagement<\/h2>\n\n\n\n<p>This research unpacks the new rules of engagement in the video landscape, analyzing everything from platform behavior to creator trust and brand perception.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><a href=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/05\/CreateVideoContent.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"971\" src=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/05\/CreateVideoContent-1024x971.png\" alt=\"\" class=\"wp-image-45345\" style=\"width:310px;height:auto\" srcset=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/05\/CreateVideoContent-1024x971.png 1024w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/05\/CreateVideoContent-300x285.png 300w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/05\/CreateVideoContent-768x728.png 768w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/05\/CreateVideoContent.png 1395w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"h-viewing-behavior-redefined\">Viewing behavior redefined<\/h4>\n\n\n\n<p>Gen Z and Gen Y don&#8217;t passively &#8220;watch.\u201d They like, comment, remix, and participate. Brands that encourage interaction win their attention.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-creators-are-the-new-kingmakers\">Creators are the new kingmakers<\/h4>\n\n\n\n<p>Independent creators aren&#8217;t just more trusted than traditional media, they&#8217;re setting the bar for what&#8217;s entertaining, authentic, and engaging.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-platform-wars\">Platform wars<\/h4>\n\n\n\n<p>TikTok dominates Gen Z, while Gen Y still lingers on Facebook. YouTube offers depth; Instagram delivers instant hits. Understanding this split is critical.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-vertical-video-power\">Vertical video power<\/h4>\n\n\n\n<p>Whether it&#8217;s News, Sports, Lifestyle, or Entertainment, content verticals play out differently across platforms and generations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-strategic-framework-for-media-brands\">Strategic framework for media brands<\/h2>\n\n\n\n<p>\u201cThe research shows the mission hasn\u2019t changed: build trust through quality media. But the playbook? It\u2019s being blown up and rewritten by Gen Z,\u201d observes DCN CEO Jason Kint. He points out that \u201cThis generation doesn\u2019t just expect content to be authentic and human, they demand it as a price of entry or will scroll right by you. If your video strategy still feels like it was made for TV, you\u2019re already losing. Brands will need to catch up or get left behind.\u201d <\/p>\n\n\n\n<p>To that end, DCN\u2019s research report goes beyond the &#8220;what&#8221; and delivers the &#8220;how.&#8221; It identifies clear, actionable strategies for media companies to thrive:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-lead-with-interactivity\">Lead with interactivity<\/h4>\n\n\n\n<p>Brands must create video content with participation in mind\u2014think remixable content, Q&amp;As, duets, and challenges.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-prioritize-authenticity\">Prioritize authenticity<\/h4>\n\n\n\n<p>In a world where the raw and real outperform the overly produced, brands must sound human and feel genuine to build trust.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-embrace-co-creation\">Embrace co-creation<\/h4>\n\n\n\n<p>Younger audiences want to participate in the content, not just watch it. Partner with creators who have cultural currency and credibility.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-use-the-right-platform-for-the-right-story\">Use the right platform for the right story<\/h4>\n\n\n\n<p>A one-size-fits-all video strategy is no longer viable. TikTok, Instagram, YouTube, and Facebook all deliver value differently\u2014and DCN&#8217;s data shows how to play to each strength.<\/p>\n\n\n\n<p>For this generation, video isn\u2019t just something to watch, it\u2019s something to do. Engagement, co-creation, and alignment with values like authenticity and cultural fluency are increasingly central to how content is received and shared.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em><strong>The full research report is available to DCN members only. Register to or login to download (on desktop see top right corner of page, on mobile the top center). Download buttons will appear at the top and bottom of the page.<\/strong><\/em><\/p>\n<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F05%2F20%2Fhow-gen-z-gen-y-are-redefining-video-engagement%2F&text=How%20Gen%20Z%20%26%20Gen%20Y%20are%20redefining%20video%20engagement&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F05%2F20%2Fhow-gen-z-gen-y-are-redefining-video-engagement%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=How%20Gen%20Z%20%26%20Gen%20Y%20are%20redefining%20video%20engagement https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F05%2F20%2Fhow-gen-z-gen-y-are-redefining-video-engagement%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>Gen Z and Gen Y aren\u2019t just watching video content\u2014they\u2019re rewriting the rules of engagement. That\u2019s the big wake-up call from DCN\u2019s latest exclusive study for our members, Decoding Video&#8230;<\/p>\n","protected":false},"author":1966,"featured_media":45300,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5015,92,19,4845],"tags":[37,5002,2563,2331,23],"coauthors":[2079],"class_list":["post-45296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiences","category-dcn-research","category-research","category-video","tag-audiences","tag-gen-y","tag-gen-z","tag-social-platforms","tag-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Gen Z &amp; Gen Y are redefining video engagement - Digital Content Next<\/title>\n<meta name=\"description\" content=\"Gen Z and Gen Y aren\u2019t just watching video content\u2014they\u2019re rewriting the rules of engagement. 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