YouTube has launched a new comprehensive report that consists of insights from 10 countries to determine culture and trend drivers focused on Gen Z creators and viewers and how these can be used in digital strategy.
The report carefully looks into the three specific critical trends that emerged from the company’s gathered trends and data:
Community Creativity: Initiating meaningful conversations online through ‘taking niche passions and turning them into larger, shared experiences.’
Multi-format Creativity: The rise of short-form videos has increased the interplay between short-form and long-form content in YouTube’s digital environment. This results in the increase of multi-format creators who can smoothly shift from one format to another, maximizing engagement and monetization opportunities.
Responsive Creativity: YouTube has noted that people are using the platform to meet specific personal needs. This has led to the increasing popularity of “comfort creators,” vibe content and ASMR during the pandemic. According to the company, “83 percent of Gen Z have used YouTube to watch soothing content that helps them relax, an increase from when we ran our survey a year ago.”
The report boils down to the shifting of interests among Gen Z viewers from popular trends to more personally relevant content and that pop culture is undergoing another significant shift.
“We found that digital culture is now all about personally-relevant content. In fact, 65% of Gen Z (online 18-24 year olds) agree that content that’s personally relevant to them is more important than the content that lots of other people talk about. Individual viral videos – the Davids, Charlies, and, yes, even foxes that broke through in the past – are becoming increasingly less central to trends in a world where audiences and creators prioritize moments that matter to them and their lives,” YouTube emphasized.
The 55-page report comprises details and analyses of these three specific types of creativity while publishing two infographics that summarize the report’s key ideas.