Gen Z is Changing Again–Insights on Media Habits from UCLA Study

63.5% of Gen Zers prefer content that focuses more on platonic relationships

The Teens & Screens 2024 study by the UCLA Center for Scholars & Storytellers examines how adolescents engage with media in a rapidly changing landscape. Led by Dr. Yalda T. Uhls, alongside co-authors Atlas Burrus, Dr. Alisha Hines, and Stephanie Rivas-Lara, the research captures the voices of 1,644 young people aged 10-24. This diverse group reflects the U.S. demographic makeup and offers a broad perspective on Gen Z media consumption.

With support from the Walt Disney Company, Roblox, and the Funders of Adolescent Science Translation, last year’s report explores media trends, from rising fantasy preferences to evolving views on authenticity in social media. The research aims to amplify Gen Z perspectives and help brands that want to prioritize and engage with this critical audience.

The UCLA study highlights key trends Gen Z’s social and entertainment media habits. A significant portion of this audience, 20.8%, reported starting social media use at or before age 10, with usage steadily increasing through ages 11 to 13, peaking at 17.5% for 12-year-olds and 16.5% for 13-year-olds. By age 14, the percentage drops to 9.7%, and fewer teens start using social media as they get older, with minimal uptake after 16.

Chart 1: When did you start using social media?

Gen Z’s entertainment media consumption is also interesting.

According to the UCLA study, 41.2% of teens spend 2-4 hours daily, while 28.9% spend 4-8 hours, showing a significant chunk of their time dedicated to media.

Around 10.5% engage with entertainment media for more than 8 hours a day. On the lower end, 17.2% spend 2 hours or less, and only 2.2% reported not consuming any entertainment media.

Chart 2: How many hours a day to use entertainment media outside of school?

Gen Z UCLA Study Insights

  • Teens Seek Relief Through Fantasy: Gen Z is turning to fantasy as a refuge from the challenges of daily life. With 36.2% ranking fantasy as their top genre, the report highlights a significant 56% surge in popularity over the previous year. Fantasy provides an escape for most people. But for this audience, it’s even more critical, especially as they navigate the complexities of social and environmental realities.
  • The Topics Teens Say They Want to See: Teens prioritize uplifting and inspiring content, consistently selecting stories about “beating the odds” as their favorite storyline. For the third consecutive year, these “hopeful” and “inspirational” themes outpaced topics like romance or societal issues, emphasizing a generational preference for resilience and optimism in storytelling.
  • The Greatly Exaggerated “Death” of the Movie Business: Despite the dominance of Netflix, Hulu, Peacock, and other streaming services, theaters remain a favorite destination for Gen Z. Attending movies during opening weekends ranks as their top entertainment choice, surpassing even gaming and streaming premieres. This insight highlights the appeal of shared, communal experiences in a technology, AI-driven world.
  • Social Media Versus Movies and TV: As expected, social media holds a special place in Gen Z’s priorities, yet traditional forms of entertainment also hold unique appeal. Teens talk more about movies and TV than social media, suggesting that traditional media still plays a critical role in driving conversations and shaping cultural moments.
  • How Teens Decide What to Watch: Storylines and accessibility are the top factors teens consider when choosing what to watch. Conversely, influencer recommendations and advertising rank as the least important, showing that Gen Z prefers organic discovery over polished promotion.
  • Nomance Still Beats Romance: Romance takes a backseat as 63.5% of teens desire stories focused on platonic relationships. Additionally, 62.4% say sexual content is unnecessary to advance plots, reflecting a shift toward narratives that prioritize emotional connections and mutual respect over romantic drama.
  • Social Media is the Most Authentic: Gen Z overwhelmingly view social media as the most authentic media space, with YouTube and TikTok leading the pack. These platforms resonate because they feature relatable, unscripted content that aligns with how teens see themselves and their world.
  • Ewww: Social Media in Movies & TV: While teens find social media authentic, they cringe at its portrayal in TV and movies. Nearly half say these depictions feel exaggerated or disconnected from reality. This disconnect presents an opportunity for creators to collaborate with teens for more accurate and meaningful representation.

Final Analysis

The factors that influence Gen Z movie choices.

If you read between the lines, the UCLA study reveals powerful opportunities for brands willing to think differently. Teens’ media habits shift unexpectedly from embracing fantasy as a hopeful escape to rejecting traditional romantic and wealth-centric narratives. These trends highlight a move toward stories prioritizing inclusivity, resilience, and authenticity over outdated stereotypes.

Hidden patterns also emerge. Teens value shared cultural experiences like moviegoing, yet they see social media as uniquely authentic. These dynamics suggest a need for storytelling that integrates digital and real-world connections. Additionally, the stark contrast between what teens consume and how it’s portrayed in media underscores the importance of accurate, collaborative representation.

The path forward is clear. To resonate with Gen Z, brands must move beyond assumptions, identify overlooked opportunities, and create narratives that reflect this generation’s values. By embracing creativity, optimism, and meaningful representation, brands can craft strategies that stand out and build trust with an audience, shaping the future of media and brand marketing.

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.