New research reveals what matters to Gen Z viewers

[View our web version]() if this email isn't displaying well. [YouTube Re:View] NEW RESEARCH: WHAT MATTERS TO GEN Z VIEWERS New research from Carat and youth cultural agency Archrival breaks down 3 important considerations for Gen Z viewers. For them, video is way more than just entertainment. It’s an integral part of their lives. It’s a way to: [Tap into cultural moments, especially those they missed live.] Tap into cultural moments, especially those they missed live. Gen Z wants to be a part of trends and big moments. But often, they’re short-lived. Recaps and cultural commentary keeps their pulse on the latest buzz. [Deep dive into all kinds of interests & communities.] Deep dive into all kinds of interests & communities. Gen Z appreciates the ability to seek out content & community that’s personally relevant. It’s how they create a sense of belonging that reflects their most authentic selves. [Experience authenticity from creators – their chosen celebrities.] Experience authenticity from creators – their chosen celebrities. 62% of Gen Z YouTube viewers say they like the platform’s creators because they are “real and authentic1.” Real talk, relatable stories. According to Archrival, 74% of Gen Z YouTube viewers agree there is content on the platform they can’t get anywhere else2. So even in a world full of content, Gen Z still chooses YouTube. [ALL THE NEW WAYS BRANDS CAN TAP INTO SHORTS]() ALL THE NEW WAYS BRANDS CAN TAP INTO SHORTS For Gen Z, Shorts is where music, culture, & self-expression intersect. It’s how Meghan Trainor’s #IAmYourMother became an anthem of confidence. Where Gen Z celebrates their love for festival season. Where newly discovered songs become viral sensations. But Shorts love isn’t just limited to viewers – brands are excited too. That’s why Shorts ads will soon be available in awareness campaigns. And bonus: in the coming months, Shorts will also [pilot music packages]() that deeply resonate with Gen Z. Chat with your Sales team to learn more. [GET THE SCOOP]() 3 CREATORS WINNING WITH GEN Z Viewer expectations have shifted toward creator-driven content. So with YouTube, advertisers are at the heart of Gen Z love. Check out 3 creators who represent the variety and deep relevance that today’s viewers are searching for. [LARRAY]() LARRAY 8.75M subscribers Who doesn’t love a good laugh? That’s why millions turn to Larray for their daily dose of comedy. From diss battles to roast sessions, viewers know they’re in for a great time. [LAUGH ALOUD]() [MissDarcei]() MISSDARCEI 2.41M subscribers Yes, it’s her – the creator behind the popular “Black Girl Tries” series. MissDarcei shares her love for Korean beauty one look at a time. The appeal of her content? The beauty of being yourself. [GET THE LOOK]() [Asia Jackson]() ASIA JACKSON 480K subscribers With Asia’s vlogs, fans get a real glimpse into her life. She brings viewers along vacations, errands, & even her well-being journey. Her open, authentic approach is what captivates viewers. [COME ALONG]() Sources: 1,2Google/Archrival, YouTubegeist. Based on Gen Z 18-24 n=1,193, YouTube viewers (visited in the past two weeks), fielded from 3/3/2023-3/28/2023. Total study sample n=3,062. How was this edition? [LinkedIn]() [LinkedIn]() [Twitter]() [Facebook]() [Facebook]() Terrible Bad Neutral Good Excellent Got this as a forward? [Subscribe to Re:View]() [Twitter]() [Facebook]() [Facebook]() This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGLhkYYd3qLCuPQcMit9bVWjRNAiKtMJtLZmVW2tvo-gLabn9KkzmVUU7zRP3kR7Uw_ZXtsHOI=). © 2023 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066