Gen Z in 2021: A Year of Streaming, Activism, and Work-Life Juggling

Gen Z in 2021 spent over 3 hours daily on social media, with 60% using TikTok, highlighting their shift to visual and interactive platforms.

In 2021, Gen Z stood out as a generation on the move, shaping their world in unique and often surprising ways. Having two Gen Z daughters at home and working closely with them professionally, I’ve seen their evolving patterns firsthand. They are dynamic, unpredictable, and constantly challenging norms.

The data paints a vivid picture of their year—a mix of streaming, activism, and redefining career expectations. Let’s dive into what these insights curated and analyzed from Ernst Young, Deloitte, and Pew Research reveal about their behaviors in 2021 and how they’ve changed since 2020.

Streaming’s Reign Continues

Gen Z’s relationship with screens deepened in 2021. With 44% streaming three or more hours of TV daily, they led all age groups in binge-watching habits. Netflix remained their top platform, drawing 89% of viewers, while Disney+ captivated 56%. Drama and comedy dominated their screens, with 55% and 54% preferring these genres, respectively.

But live TV? That’s a different story. Only 40% watched at least an hour daily, and 29% skipped it altogether. This reflects a generational pivot toward on-demand content. Compared to Gen Z data in 2020, which highlighted their skepticism toward traditional narratives, 2021 cemented their appetite for choice and autonomy in media consumption. I don’t blame them.

Supporting Data Points:

  • 44% of Gen Z stream three or more hours of TV daily.
  • 89% use Netflix as their primary streaming platform.
  • 56% prefer Disney+ as their second choice.
  • 55% favor drama content, and 54% favor comedy.
  • 40% of Gen Z watch at least one hour of live TV daily, while 29% skip it entirely.

Social Media: The Daily Habit

Social platforms anchored their daily lives. TikTok overtook Facebook, with 60% of Gen Z users using it daily. Instagram and Snapchat closely followed, with 56% and 52% logging in daily. This shift from 2020’s trust issues with institutions to 2021’s embrace of visually driven platforms reflects their demand for engaging, bite-sized content.

Still, some habits endure. Gen Z spent more than three hours daily on social media, yet their use of Facebook remained low—only 21% checked it multiple times daily, and 27% avoided it entirely. Twitch emerged as a niche player, with 26% engaging weekly, showing their growing interest in interactive content.

Supporting Data Points:

  • 60% of Gen Z use TikTok daily, surpassing Facebook’s 28%.
  • 56% of Gen Z use Instagram daily, followed by 52% who use Snapchat.
  • 59% of Gen Z spend three or more hours on social media daily.
  • 21% check Facebook multiple times daily, while 27% never use it.
  • 26% of Gen Z engage with Twitch at least once a week.

Advocacy in Action

Activism remained a cornerstone of Gen Z’s identity. Sixty-nine percent expressed optimism about reversing climate change, a sentiment tied to sustainability during the pandemic. More than one-third participated in protests or demonstrations over the past two years.

From 2020’s focus on social justice, 2021 added economic advocacy to their portfolio. Sixty percent supported legislation for living wages, and over half viewed universal basic income as a viable solution. These data points reinforce their commitment to reshaping systems—with brands often on the hook for change. For example, 28% started buying from companies with environmentally friendly practices, signaling clear expectations for corporate responsibility.

Supporting Data Points:

  • 69% of Gen Z expressed optimism about reversing climate change.
  • Over 33% participated in public demonstrations, protests, or marches.
  • 60% of Gen Z support living wage legislation.
  • 55% of Gen Z believe their generation has done more to address discrimination.
  • 28% deepened relationships with eco-friendly brands.
  • Over 50% support universal basic income to address inequality.

The Workplace: More Than a Paycheck

Gen Z’s attitude towards the workplace showed a blend of pragmatism and idealism. While 89% reported job satisfaction, 72% said they’d quit over value clashes on issues like racial justice. Flexibility mattered—59% wanted flexible schedules, and 53% valued remote work options.

Their hunger for meaningful work extended to professional growth. Seventy-one percent sought mentorship, and 95% wanted roles with a purpose beyond paychecks. Yet, contradictions emerged: 83% checked work emails after hours despite valuing work-life balance. Compared to 2020, where poor work-life balance was a major dealbreaker, this signals an ongoing struggle to achieve harmony.

Supporting Data Points:

  • 89% of Gen Z report job satisfaction.
  • 72% would leave their job over value conflicts.
  • 59% want flexible schedules; 53% seek remote work opportunities.
  • 95% of Gen Z value roles with a purpose beyond paychecks.
  • 71% seek mentorship for professional growth.
  • 83% regularly check work emails after hours.

Media, Trust, and News

Trust in news media remained low, with only 22% visiting traditional news outlets online frequently. Instead, they leaned on platforms like TikTok and Instagram for updates. This aligns with 2020’s skepticism toward traditional institutions but adds nuance: Gen Z isn’t anti-news; they’re just selective about sources.

This selectiveness stems from Gen Z’s digital fluency and heightened awareness of misinformation. Platforms like TikTok and Instagram offer news interwoven with entertainment and personal narratives, which resonate more with Gen Z’s preference for authentic and relatable content. Gen Z values news that feels unbiased and accessible, but they’re quick to disengage if they detect corporate agendas or overly polished presentations.

The declining trust in traditional media reflects their broader skepticism toward large institutions. Gen Z sees these outlets as catering to older demographics or too slow to cover emerging trends and issues. This generation craves immediacy and relevance, which platforms like TikTok provide by allowing creators to report on events in real-time, often with a personal touch. However, this reliance on user-generated content means Gen Z must also navigate a minefield of misinformation, placing a premium on critical thinking skills.

Interestingly, despite their digital-first habits, Gen Z hasn’t abandoned traditional media entirely. While newspapers and magazines hold little appeal, niche outlets and investigative journalism that align with their values still command attention. This suggests an opportunity for traditional media to adapt and meet them where they are by adopting the transparency and interactivity they expect.

Supporting Data Points:

  • 22% of Gen Z visit news websites frequently; 8% visit daily.
  • 57% never read newspapers; 16% read weekly.
  • 47% never read magazines; 17% read weekly.
  • TikTok and Instagram serve as primary news sources for Gen Z.

Final Thoughts on Gen Z Values & Media in 2021

Gen Z in 2021 demonstrated a fascinating blend of contradictions, progress, and opportunities. On one hand, they deepened their preference for authenticity in media, activism, and work. Conversely, they continue to challenge traditional structures while adopting emerging norms. For brands and institutions, these dynamics are more than trends; they are strategic imperatives.

Unexpected findings in 2021, like their evolving relationship with traditional media and commitment to balancing activism with career growth, underscore opportunities for innovation. For instance, the rise of TikTok as a news platform highlights a shift in trust dynamics, where real-time, user-generated content outpaces polished corporate narratives. This demands a more agile and transparent communication strategy from brands.

Emerging themes like Gen Z’s selective trust, demand for purpose-driven work, and willingness to walk away from value clashes suggest areas ripe for exploration. Companies that embrace this generation’s insistence on flexibility and alignment with personal beliefs will retain top talent and gain advocates in an increasingly values-driven marketplace.

Blind spots remain, particularly in addressing mental health in the workplace and creating news formats that are both engaging and reliable. These areas hold potential for disruptive narratives, as addressing them could unlock deeper connections with Gen Z while meeting unmet needs.

Looking to 2022, expect Gen Z to further influence the cultural and economic landscape.

Their push for systemic reform will likely extend into environmental, social, and economic domains, reshaping corporate strategies. As digital natives, they will continue driving the adoption of new technologies while demanding transparency and accountability. To resonate, brands must meet their high expectations and anticipate their next moves—because Gen Z isn’t just consuming the future; they’re creating it.

Michael Brito

Michael Brito is a Digital OG. He’s been building brands online since Al Gore invented the Internet. You can connect with him on LinkedIn or Twitter.