Gen Z Media Consumption: It's A Lifestyle, Not Just Entertainment | Forbes
Dr. Granados Outlines the Many Ways Gen Z Consumes Content
In his regular column in Forbes, Dr. Nelson F. Granados explores Gen Z media consumption habits. Dr. Granados is
Associate Professor of Information Systems and Director of the Center for Applied
Research at the Peppedine Graziadio School, and Co-Director of the Institute of Entertainment,
Media, and Culture at Pepperdine. He contributes to Forbes on matters relating to entertainment, media, and business.
Dr. Granados notes that members of Generation Z (those born between 1995 and 2012)
are digital and social media natives. They consume most of their entertainment content
on smartphones and are not likely to establish cable TV accounts. They also spend
more time on social media apps than their predecessors. Influencers who make their
name on Instagram, Musical.ly, and YouTube, are an increasingly important driver of
consumption, with content adapting accordingly.