By India McCarty
Gen Z does plenty of streaming, but a new report found that almost half of them do so on non-traditional platforms.
“43% of Gen Z are opting for YouTube and TikTok for their media and news consumption,” Variety reported, citing a study conducted by Activate Consulting.
In an interview with The Hollywood Reporter, China Widener, vice chair of Deloitte LLP and U.S. technology, media and telecom leader, explained, “Think about the war for people’s attention and time that exists today, between traditional media and social media.”
“With Gen Z, they spend 54 percent more time — think of it as about 50 minutes a day, on average — more on their social platforms, and they spend about 43 minutes a day less in traditional TV and media,” she continued. “So when you just think about it in the context of where they’re spending their time, are they using both service types? Yes. But they are spending more time in the social media platforms than they are on the traditional platforms.”
Related: Did You Know Gen Z Prefers Social Media Content Over Traditional TV?
Young people are also streaming “microdramas” — 1-2 minute scripted episodes of online content — on these platforms. Active Consulting’s report noted that “28 million U.S. adults (52% aged 18-34) [are] reportedly watching that new form of content.”
Microdramas, also called “verticals” as a reference to the portrait-style filming orientation, are being put out by studios like ReelShort, DramaBox and MicroCo for around $100,000 to $200,000 per project.
Jana Winograde, MicroCo’s CEO, told The Hollywood Reporter, “We plan to go with the old adage that TV creates stars, microdramas create stars. Did I mention our budgets?”
“It’s a really different level of content experience we bring to the table that’s broader and deeper and more systemic. We’ve built and run the systems that create hits, not just produced individual titles,” she added. “And in doing that we have a real 360 perspective of not just how to make a good show, but how to make something more enduring.”
The microdrama production gold rush is here. As shoots dry up for features and episodic TV in Los Angeles, there have been a few big-money bets placed by Hollywood veterans that soapy, short “vertical” stories are the next big thing — even if some see the format as a fad:… pic.twitter.com/Yewce4LcxX
— The Hollywood Reporter (@THR) November 6, 2025
Creatives are enjoying the microdrama boom, too. CSI: CRIME SCENE INVESTIGATOR creator Anthony Zuiker has already released two vertical series and loves the creative freedom studio GammaTime gives him.
“I think why people would do it is because they want to see their movies get made,” he explained. “Every time I call [GammaTime head] Bill Block and say, ‘I’ve got an idea,’ the answer is ‘Yes.’ That’s the best part about it.”
While Gen Zers aren’t streaming the way the industry is used to, it looks like plenty of studios have figured out how to keep up with young people’s watching habits.
Read Next: How Gen Alpha Is Changing the Entertainment Industry
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