Generational Marketing Statistics: Gen Z, Millennials, Gen X, and Boomers (2026)

This research asset compiles verified generational marketing statistics on media consumption, platform preference, buying behavior, brand values, and spending power across four U.S. and global cohorts. Every figure is attributed to a primary or named source with a publication year and geography, because generational data is only useful when it is traceable. We follow Pew Research Center guidance and treat generation labels as a lens, not a scientific category, and we flag stereotyping limits throughout.

For consulting context on how to apply this data, see CO Consulting.

Generational Definitions Used Here

Marketing comparisons fall apart when cohorts are defined inconsistently. We use Pew Research Center birth-year boundaries throughout. Pew defines Baby Boomers as born 1946 to 1964, Generation X as 1965 to 1980, Millennials as 1981 to 1996, and Generation Z as 1997 to 2012 (Source: Pew Research Center, 2019/2019 revision). Pew describes these boundaries as analytical tools, stating that generations are “a lens through which to understand societal change, rather than a label with which to oversimplify differences between groups” (Source: Pew Research Center, 2019). Pew definitions and caveat.

In 2023, Pew Research Center announced it would be more cautious with generational labels, noting that it will not always default to standard generational categories because they are not scientifically defined and can lead to stereotypes and oversimplification (Source: Pew Research Center, 2023). Readers should treat every cross-generational gap below as a population tendency, not a rule about any individual.

Executive Summary

• YouTube is the most widely used platform among U.S. teens at 90%, with 60% on TikTok, 60% on Instagram, and 55% on Snapchat (Source: Pew Research Center, December 2024, U.S. teens 13-17).
• 46% of U.S. teens say they are online “almost constantly,” roughly double the 24% recorded in 2014-2015 (Source: Pew Research Center, December 2024, U.S. teens 13-17).
• Among U.S. adults, Instagram reaches 80% of those 18-29 but only 19% of those 65 and older, the widest platform age gap measured by Pew (Source: Pew Research Center, 2025).
• Streaming reached 40.3% of U.S. television usage in June 2024, then 44.8% in May 2025, the first month it surpassed broadcast and cable combined (Source: Nielsen, The Gauge, July 2024 and June 2025).
• 70% of Gen Z respondents said they try to purchase from companies they consider ethical (Source: McKinsey, “True Gen,” 2018).
• 55% of Gen Z and 54% of Millennials said they planned to splurge in 2024, versus 31% of Gen X and 20% of Boomers (Source: McKinsey, State of the US Consumer, 2024).
• Among U.S. adults, YouTube and Facebook are the two most widely used platforms, with YouTube reaching 95% of adults 18-29 and 64% of adults 65 and older (Source: Pew Research Center, 2025).

Key Findings

• 90% of U.S. teens 13-17 use YouTube, slightly down from 95% in 2022 (Source: Pew Research Center, December 2024).
• 73% of U.S. teens visit YouTube daily, including 15% who describe their use as “almost constant” (Source: Pew Research Center, December 2024).
• 95% of U.S. teens 13-17 have access to a smartphone (Source: Pew Research Center, December 2024).
• 66% of U.S. teen girls use TikTok versus 59% of teen boys, while 93% of boys use YouTube versus 87% of girls (Source: Pew Research Center, December 2024).
• Among U.S. adults, TikTok reaches 63% of those 18-29 but only 12% of those 65 and older (Source: Pew Research Center, 2025).
• Facebook usage among U.S. adults is flatter across age, ranging from 68% of those 18-29 to 80% of those 30-49 and 57% of those 65 and older (Source: Pew Research Center, 2025).
• YouTube represented 12.5% of all U.S. television viewing in May 2025, the highest single-platform share for any streamer to date (Source: Nielsen, The Gauge, June 2025).
• In June 2024, viewers 17 and younger showed the largest month-over-month uptick in U.S. TV usage across age groups, with ages 2-11 up 16% (Source: Nielsen, July 2024).
• 91% of U.S. adults own a smartphone, including roughly 97% of adults under 50 and about 78% of adults 65 and older (Source: Pew Research Center, Mobile Fact Sheet, 2025).
• For Gen Z, combined time on social and short-form video exceeds time on TV, streaming, and radio combined, at nearly 18 hours per week (Source: GWI, Social Media Trends, 2024).
• In one McKinsey study, 9 in 10 Gen Z respondents said companies have a responsibility to address environmental and social issues (Source: McKinsey, “True Gen,” 2018).
• Gen Z adults rank YouTube as their most-used and most-trusted brand, with Band-Aid, Google, CVS Pharmacy, and Dove also in their top trusted brands (Source: Morning Consult, 2024).
• Instagram, YouTube, and TikTok are Gen Z adults’ top platforms for posting personal-brand content, all video-friendly apps (Source: Morning Consult, 2024).

Media Consumption by Generation

Media time has shifted decisively toward video and streaming, and the shift is steepest among younger cohorts. The headline trend is the displacement of linear TV by streaming and the dominance of YouTube across screens.

Streaming reached 40.3% of total U.S. television usage in June 2024, topping the prior single-category record set by cable in June 2021 (Source: Nielsen, The Gauge, July 2024). Streaming then reached 44.8% of U.S. TV viewing in May 2025, the first month it surpassed broadcast (20.1%) and cable (24.1%) combined (Source: Nielsen, The Gauge, June 2025). YouTube alone accounted for 12.5% of all U.S. television viewing in May 2025 (Source: Nielsen, The Gauge, June 2025). For Gen Z specifically, GWI reports that combined time on social and short-form video exceeds time spent on TV, streaming, and radio combined, at nearly 18 hours per week (Source: GWI, Social Media Trends, 2024). The practical meaning for marketers is that reach across younger cohorts increasingly runs through ad-supported streaming and short-form video rather than linear broadcast. Limitation: Nielsen’s The Gauge measures viewing on a television screen and does not capture all mobile or out-of-home viewing, so it understates total streaming for the youngest viewers who watch heavily on phones.

Platform Preferences by Generation

Platform adoption is the single clearest generational divide in the data, and it is the most actionable for media planning. The gap is widest on image and short-video platforms and narrowest on Facebook and YouTube.

Among U.S. adults in 2025, Instagram reached 80% of those 18-29 but only 19% of those 65 and older (Source: Pew Research Center, 2025). TikTok reached 63% of adults 18-29 versus 12% of those 65 and older (Source: Pew Research Center, 2025). YouTube was the most broadly used platform across every age band, from 95% of adults 18-29 to 64% of those 65 and older (Source: Pew Research Center, 2025). Among U.S. teens 13-17, 90% use YouTube, 60% use TikTok, 60% use Instagram, and 55% use Snapchat (Source: Pew Research Center, December 2024). The takeaway is that a YouTube-plus-Facebook base reaches older cohorts, while Instagram, TikTok, and Snapchat are required to add Gen Z and younger Millennials. Limitation: adult social-platform shares below are self-reported survey estimates and the youngest band (18-29) blends late Gen Z and young Millennials, so it is not a pure Gen Z read.

Source: Pew Research Center, Social Media Fact Sheet, survey conducted February 5 to June 18, 2025, U.S. adults. Pew social media fact sheet.

Buying Behavior and Spending Power

Spending intent and category behavior diverge sharply by generation even in the same economy. McKinsey’s consumer tracking shows younger cohorts more willing to splurge and to trade down selectively at the same time.

55% of Gen Z and 54% of Millennials said they planned to splurge in 2024, compared with 31% of Gen X and 20% of Baby Boomers (Source: McKinsey, State of the US Consumer, 2024). Younger cohorts concentrated that spending on beauty, personal care, apparel, and jewelry more than older consumers did (Source: McKinsey, State of the US Consumer, 2024). McKinsey also documents a paradox in which Gen Z trades down on many categories while still selectively splurging on specific ones (Source: McKinsey, State of the US Consumer, 2024). The implication is that price sensitivity and premium spending coexist within the same young consumer, so a single positioning rarely fits. Limitation: “splurge intent” is a stated-intention survey measure, not realized spending, and McKinsey’s quarter-to-quarter figures vary, so treat the 55/54/31/20 spread as a 2024 snapshot rather than a fixed constant.

Source: McKinsey, State of the US Consumer, 2024, U.S. consumers. McKinsey State of the US Consumer 2024.

Brand Values and Purpose

Values-driven purchasing is most pronounced among Gen Z, though the strongest figures come from McKinsey’s 2018 “True Gen” research and should be read as directional. The pattern is real, but the precise percentages are dated.

70% of Gen Z respondents said they try to purchase products from companies they consider ethical (Source: McKinsey, “True Gen,” 2018). Roughly 9 in 10 Gen Z respondents said companies have a responsibility to address environmental and social issues (Source: McKinsey, “True Gen,” 2018). On brand trust specifically, Gen Z adults’ most-trusted brands skew toward utility and digital-native names, led by YouTube, Band-Aid, Google, CVS Pharmacy, and Dove (Source: Morning Consult, 2024). The practical reading is that stated values matter to Gen Z but trust still accrues to brands that deliver reliable function, so purpose claims work only when paired with product credibility. Limitation: the 70% and 9-in-10 figures are from 2018 and predate Gen Z’s full adulthood, and “values alignment” survey questions are prone to social-desirability bias, so attitudes often overstate purchasing behavior. We exclude any single quantified “X% will pay more for sustainable brands” claim that we could not trace to a primary source.

Original Synthesis

The three derived insights below combine the verified figures above. Each states its formula, inputs, and limits, and none should be read as precise to the decimal.

1. Platform Age-Spread Index

We define a simple spread as the percentage-point gap between the youngest (18-29) and oldest (65+) U.S. adult bands for each platform. Using Pew’s 2025 fact-sheet values, the spread is Instagram 61 points (80% minus 19%), TikTok 51 points (63% minus 12%), Facebook 11 points (68% minus 57%), and YouTube 31 points (95% minus 64%). Inputs: Pew Research Center, 2025. Insight: Instagram and TikTok are the highest-leverage platforms for reaching young cohorts specifically, while Facebook is the most age-neutral buy. Limitation: this is a two-point gap, not a full age curve, and ignores intensity of use within each band.

2. Streaming Displacement Velocity

Streaming’s share of U.S. TV viewing rose from 40.3% in June 2024 to 44.8% in May 2025, a gain of 4.5 percentage points in roughly 11 months (Source: Nielsen, The Gauge, July 2024 and June 2025). Inputs: two Nielsen The Gauge releases. Insight: linear TV is ceding several share points per year, so multi-year media plans built on broadcast reach assumptions degrade quickly, especially for younger audiences. Limitation: month-to-month Gauge figures are seasonal (summer and sports spikes), so a two-point comparison is indicative, not a clean annualized rate.

3. Splurge-Intent Generation Gradient

Using McKinsey’s 2024 splurge-intent figures, the gradient from Gen Z (55%) to Boomers (20%) is 35 percentage points, and the younger pair (Gen Z and Millennials, both above 54%) is roughly 2.5 times more likely to plan a splurge than Boomers (20%). Inputs: McKinsey, State of the US Consumer, 2024. Insight: discretionary upside is concentrated in the two youngest cohorts, which argues for premium and treat-yourself messaging skewed young and value messaging skewed old. Limitation: intent is not spend, and absolute dollars still favor older cohorts who hold more wealth, so high intent among Gen Z does not equal high revenue.

Charts to Build

• Social platform use by U.S. adult age band (2025). Data needed: Pew 2025 fact-sheet percentages for YouTube, Facebook, Instagram, TikTok across 18-29, 30-49, 50-64, 65+. Source: Pew Research Center, 2025. Insight: visualizes the Instagram and TikTok age cliffs. Citation-worthy because it is the cleanest single image of the generational platform divide.
• Streaming vs broadcast vs cable share of U.S. TV, 2024 vs 2025. Data needed: Nielsen The Gauge shares for June 2024 and May 2025. Source: Nielsen. Insight: the crossover where streaming passes broadcast plus cable. Citation-worthy as a milestone marker.
• Splurge intent by generation, 2024. Data needed: McKinsey 55/54/31/20 figures. Source: McKinsey. Insight: the discretionary-spending gradient. Citation-worthy for retail and CPG marketers.
• Teen platform use and “almost constantly” online, 2024. Data needed: Pew teen platform percentages plus the 46% constantly-online figure. Source: Pew Research Center. Insight: intensity of teen attention. Citation-worthy for youth-marketing context.
• YouTube’s rising single-platform share of TV. Data needed: YouTube’s 12.5% May 2025 Gauge share with prior months. Source: Nielsen. Insight: one platform now rivals networks. Citation-worthy for connected-TV planning.

Inline chart: streaming vs broadcast vs cable, U.S. TV share, May 2025

Source: Nielsen, The Gauge, May 2025 data (released June 2025), U.S. television viewing.

Methodology

Source-selection criteria: we prioritized primary and named-author sources, specifically Pew Research Center for definitions and U.S. tech and media use, Nielsen for U.S. TV and streaming share, McKinsey for consumer-sentiment and Gen Z research, GWI for global social and short-form video time, and Morning Consult for brand trust. Inclusion rules: every retained statistic carries a publisher, a year, and a geography. Exclusion rules: we dropped any figure we could not trace to a named source, any “X% will pay more for sustainable products” claim lacking a primary citation, and any viral generational statistic with no methodology. Conflict handling: where a page fetch and a search summary disagreed (for example, the teen “almost constantly online” figure rendered as 48% in one fetch and 46% in Pew’s own reporting), we used the value stated directly by the primary source, which is 46%. Derived estimates: the three synthesis items use only arithmetic on cited values, with formulas shown. Data limitations: most platform shares are self-reported surveys; McKinsey splurge figures are stated intent, not realized spend; some McKinsey values percentages date to 2018. Date of last update: June 30, 2026.

Source Quality

Tier 1 (primary, large-sample, transparent methodology): Pew Research Center (generational definitions, teen and adult tech and media use, mobile ownership). Tier 2 (credible commercial research and measurement firms with named methodology): Nielsen (The Gauge TV and streaming measurement), McKinsey (consumer sentiment and “True Gen” Gen Z research), GWI (global consumer survey panel), Morning Consult (brand trust tracking). Tier 3 (reputable journalism used only for navigation, not as a primary number): TechCrunch and Hollywood Reporter coverage of the Pew and Nielsen releases, used to locate the primary documents rather than as the cited figure.

Most Quotable Statistics

• “Streaming reached 44.8% of U.S. TV viewing in May 2025, the first month it passed broadcast and cable combined.” (Source: Nielsen, The Gauge, June 2025.)
• “Instagram reaches 80% of U.S. adults 18-29 but only 19% of those 65 and older.” (Source: Pew Research Center, 2025.)
• “46% of U.S. teens say they are online almost constantly, roughly double a decade ago.” (Source: Pew Research Center, December 2024.)
• “55% of Gen Z planned to splurge in 2024, versus 20% of Boomers.” (Source: McKinsey, 2024.)

Data Limitations

Generational categories are not scientifically defined, and Pew itself warns that labels can drive stereotyping and oversimplification (Source: Pew Research Center, 2023). Within-generation variation by income, race, gender, and geography is often larger than the average gap between generations. Adult platform shares blend late Gen Z and young Millennials in the 18-29 band, so no row above is a pure single-generation read. McKinsey splurge figures are stated intent rather than realized spend. The McKinsey “True Gen” values figures are from 2018 and may overstate current behavior. Nielsen’s The Gauge measures viewing on a TV screen and undercounts phone-only viewing common among the youngest viewers. GWI and Morning Consult figures are panel and tracking estimates, not censuses.

Recommended Dataset Fields

For a downloadable CSV, we recommend these columns: generation_label; birth_year_start; birth_year_end; geography; metric_name; metric_value; metric_unit; survey_year; sample_size; publisher; source_url; metric_type (self_report_survey, panel_measurement, stated_intent, or device_measurement); limitation_flag. One row per metric per generation keeps cross-source joins clean and lets users filter by metric_type to avoid mixing intent with behavior.

Press Summary

Generational marketing data in 2026 points to a single structural shift: attention has moved to video and streaming, and the move is steepest among the young. YouTube is the only platform that reaches large majorities of every U.S. adult age band, from 95% of those 18-29 to 64% of those 65 and older (Pew, 2025), while Instagram and TikTok show 50-plus-point gaps between the youngest and oldest adults. Streaming passed broadcast and cable combined for the first time in May 2025 at 44.8% of U.S. TV viewing (Nielsen). On spending, McKinsey found 55% of Gen Z and 54% of Millennials planned to splurge in 2024, versus 31% of Gen X and 20% of Boomers. Values still matter to Gen Z, with 70% saying they try to buy from ethical companies (McKinsey, 2018), but trust still flows to brands that deliver reliable function. Marketers should treat these as population tendencies, not stereotypes, consistent with Pew’s 2023 caution on generational labels.

Suggested Headlines

• Streaming Passed Broadcast and Cable Combined: What It Means for Generational Reach
• The 61-Point Instagram Age Gap Every Media Planner Should Know
• Gen Z and Millennials Plan to Splurge; Boomers Plan to Budget
• Why YouTube Is the Only Truly Cross-Generational Platform Left
• 46% of Teens Are Online Almost Constantly: The New Baseline for Youth Marketing

FAQ

What birth years define each generation?

Pew defines Boomers as 1946-1964, Gen X as 1965-1980, Millennials as 1981-1996, and Gen Z as 1997-2012 (Source: Pew Research Center, 2019).

Did Pew stop using generational labels?

In 2023, Pew said it would be more cautious and would not always default to standard labels because they are not scientifically defined and can cause stereotyping (Source: Pew Research Center, 2023).

Which platform do most U.S. teens use?

90% of U.S. teens 13-17 use YouTube, the most of any platform (Source: Pew Research Center, December 2024).

How many teens are online almost constantly?

46% of U.S. teens say they are online almost constantly, up from 24% in 2014-2015 (Source: Pew Research Center, December 2024).

What share of TV viewing is streaming now?

Streaming reached 44.8% of U.S. TV viewing in May 2025, surpassing broadcast and cable combined for the first time (Source: Nielsen, The Gauge, June 2025).

How big is the Instagram age gap among adults?

Instagram reaches 80% of U.S. adults 18-29 but only 19% of those 65 and older (Source: Pew Research Center, 2025).

Which generation is most willing to splurge?

55% of Gen Z planned to splurge in 2024, the highest of any cohort, versus 20% of Boomers (Source: McKinsey, 2024).

Do Gen Z consumers care about brand ethics?

70% of Gen Z respondents said they try to buy from companies they consider ethical (Source: McKinsey, “True Gen,” 2018).

How much time does Gen Z spend on social and short-form video?

For Gen Z, combined time on social and short-form video is nearly 18 hours per week and exceeds TV, streaming, and radio combined (Source: GWI, 2024).

What is Gen Z’s most-trusted brand?

Gen Z adults rank YouTube as their most-used and most-trusted brand (Source: Morning Consult, 2024).

Apply This Data

If you want help turning these generational signals into a media and messaging plan, CO Consulting offers a focused research-led review. Book a consultation at christopholivierconsulting.com/book-a-consultation.

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