How Gen Z & Gen Y are redefining video engagement

Gen Z and Gen Y aren't just watching video content-they're rewriting the rules of engagement. That's the big wake-up call from DCN's latest exclusive study for our members, Decoding Video Content Engagement: Gen Z & Gen Y in Focus.

Focused on how younger audiences interact with video across YouTube, TikTok, Instagram, Snapchat, Facebook, and X, the research reveals a seismic shift in behavior. "They don't just watch - they engage," the report states. This highlights how younger generations like, comment, and co-create instead of being content to passively consume. For media brands, the report offers essential intelligence that profoundly impacts the future of video strategy and audience growth.

Key research findings

DCN's study delivers a detailed breakdown of how Gen Z and Gen Y engage across platforms, what content and creators they connect with, and how media brands can build relevance in a fragmented, fast-paced digital landscape. Among the key findings:

• Younger audiences scroll fast, but they stay for authenticity. The three-second rule rules everything: Bold visuals, compelling storytelling, and authenticity are essential from frame one.
• Creators are brands. Independent creators aren't just influencers-they're media ecosystems.
• YouTube, TikTok, and Instagram lead the pack. While Facebook maintains its hold on older millennials, TikTok has Gen Z's full attention. YouTube is the universal middle ground, but each platform demands a unique approach and longer-form content.

New rules of engagement

This research unpacks the new rules of engagement in the video landscape, analyzing everything from platform behavior to creator trust and brand perception.

Viewing behavior redefined

Gen Z and Gen Y don't passively "watch." They like, comment, remix, and participate. Brands that encourage interaction win their attention.

Creators are the new kingmakers

Independent creators aren't just more trusted than traditional media, they're setting the bar for what's entertaining, authentic, and engaging.

Platform wars

TikTok dominates Gen Z, while Gen Y still lingers on Facebook. YouTube offers depth; Instagram delivers instant hits. Understanding this split is critical.

Vertical video power

Whether it's News, Sports, Lifestyle, or Entertainment, content verticals play out differently across platforms and generations.

Strategic framework for media brands

"The research shows the mission hasn't changed: build trust through quality media. But the playbook? It's being blown up and rewritten by Gen Z," observes DCN CEO Jason Kint. He points out that "This generation doesn't just expect content to be authentic and human, they demand it as a price of entry or will scroll right by you. If your video strategy still feels like it was made for TV, you're already losing. Brands will need to catch up or get left behind."

To that end, DCN's research report goes beyond the "what" and delivers the "how." It identifies clear, actionable strategies for media companies to thrive:

Lead with interactivity

Brands must create video content with participation in mind-think remixable content, Q&As, duets, and challenges.

Prioritize authenticity

In a world where the raw and real outperform the overly produced, brands must sound human and feel genuine to build trust.

Embrace co-creation

Younger audiences want to participate in the content, not just watch it. Partner with creators who have cultural currency and credibility.

Use the right platform for the right story

A one-size-fits-all video strategy is no longer viable. TikTok, Instagram, YouTube, and Facebook all deliver value differently-and DCN's data shows how to play to each strength.

For this generation, video isn't just something to watch, it's something to do. Engagement, co-creation, and alignment with values like authenticity and cultural fluency are increasingly central to how content is received and shared.

The full research report is available to DCN members only. Register to or login to download (on desktop see top right corner of page, on mobile the top center). Download buttons will appear at the top and bottom of the page.