YouTube leads social media platforms in capturing Gen Z advertising attention

Research indicates that YouTube is the leading social media platform for capturing the attention of Gen Z consumers and driving purchase intent. While social media remains the primary channel where Gen Z encounters ads that motivate buying, YouTube outperforms other platforms, including TikTok, in its ability to make young viewers stop scrolling and remember brand messaging.

Data shows that a significant majority of Gen Z—approximately 72 percent of 13-17-year-olds and 69 percent of 18-24-year-olds—use social media specifically to browse for products they wish to purchase. This discovery-oriented mindset makes social platforms critical touchpoints for retailers aiming to convert attention into sales.