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FEBRUARY 3, 2026 |
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Key stat: 45% of 18-29-year-olds prefer reading the news, compared to just 31% who prefer watching it, according to an August 2025 survey from Pew Research Center. |
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Beyond the chart: |
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This text-first preference aligns with how young adults consume content overall. Gen Z spends
58% of their video time on social media rather than streaming services, according to Deloitte, favoring short-form, scrollable formats over lean-back viewing.
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Young consumers also bring a research-driven mindset to information gathering. Nearly
90% cross-check results across multiple platforms before making decisions, according to Yext, suggesting they're comfortable synthesizing text from multiple sources rather than relying on a single video explainer. |
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Use this chart: Show this to media buyers defending text-based ad placements for younger demos. Use it in content strategy meetings to justify investing in written formats alongside video. Drop it into any deck challenging the assumption that Gen Z only watches. They're reading, too. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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