Why Younger Generations Favor Digital Platforms Over Traditional Media

Marketers targeting younger generations gleaned valuable insights from a recent MTM survey focusing on viewer preferences for digital platforms over traditional ones. The majority of younger viewers, for example, say that watching content on platforms like YouTube and Twitch makes them feel “seen and understood.” The opposite is true, however, for broadcast media, with only slightly more than one-third of all viewers saying TV makes them feel part of something bigger. For brands trying to reach Gen Z and millennials, influencer marketing provides an affordable means to bridge brands and young audiences on these platforms. This blog explains why Gen Z and millennials prefer digital over traditional media and offers guidance on engaging with these mostly under-40 consumers.

Accessibility and convenience

Because Gen Z and millennials grew up with computers, digital devices, and social media, they’ve grown accustomed to the accessibility and convenience of 24/7 content. This plethora of mobile access to digital platforms has made them choosy with what they watch, preferring curated content over the stagnant offering of traditional TV programming. 

IZEA’s 2025 Trust in Influencer Marketing report confirmed this preference. When asked, “Do you find content created by social media influencers to be more compelling than scripted advertising written by marketing professionals?” 77% of respondents said they prefer influencer content.

Marketers can partner with content creators to access this captive audience where they spend their time, using influencer marketing to reach consumers across multiple platforms. 

Personalized content and algorithms

Unlike traditional advertising, which many young consumers have become immune to, influencer marketing can amplify personalization to better resonate with viewers. By investing in this tool, brands can connect with niche audiences through trusted voices that feel authentic and relatable. 

Our Trust in Influencer Marketing report asked respondents to choose the top factors that impact their trust in influencer recommendations, 68% said authenticity and 54.1% said positive experiences with past recommendations. 

As younger, niche influencers promote products and services to their followers and earn engagement, brands can increase their chances of maintaining their presence in users’ feeds. The reasoning is twofold: Algorithms prioritize authentic content that engages users, and users who engage with a brand are more likely to continue being exposed to it regularly. 

Community and interaction

While watching traditional media is a one-directional experience, the interactive nature of digital platforms allows viewers to engage with content creators directly. Beyond just one-on-one engagement, influencer marketing can help foster and strengthen a sense of community, which is something many younger consumers say they seek out. 

In addition, with creators serving as an extension of your marketing team—responding to comments and answering questions, for example—influencer marketing can help make brands feel accessible and responsive to consumers.

Influence of social media creators

Consumers under 60 cite influencer posts as the most persuasive means of getting them to try a new product, according to our Trust in Influencer Marketing survey. In fact, across all age groups, 79% of respondents report having made a purchase after seeing a product used by an influencer. 

So, what makes influencer marketing such a powerful tool for marketers trying to connect with younger adults? The answer lies in trust.

These sales-savvy consumers have grown weary of slick, brand-led ads and paid celebrity endorsements carrying little weight. Instead, Gen Z and Millennials value authenticity, which tends to shine through with lesser-known niche creators. Influencer marketing leverages this trust, enabling brands to resonate more with younger consumers through credible, influential figures.

The Trust in Influencer Marketing report asked social media users whether they are more likely to trust a sponsored post from an A-list celebrity or a social media influencer, and 85% of respondents said they are more likely to trust influencers.

Financial and creative opportunities

When you consider that 43% of respondents to IZEA’s International Influencer Aspirations survey know someone personally who is an influencer, it’s not surprising that younger generations are inspired by the entrepreneurial model. The same report found that 63% of adults ages 18 to 60 would be willing to leave their traditional jobs for a full-time influencer role, reflecting the allure of this growing industry.

Brands can partner with eager influencers to co-create content that aligns not only with their corporate values but also with the creative spirit of these digital natives. It’s a win-win, giving both parties a chance to benefit financially in honest, respectful of consumers, and collaborative ways.

The future of digital media and marketing for younger audiences

Younger generations prefer digital media over traditional forms of broadcast and print for various reasons, with convenience and connection being at the top. Access to choices regarding content that’s interesting, relevant, and important to you—in real-time or when you want it—is a formidable contender for traditional media. 

Beyond being more willing to pay for ad-free streaming, digital media gives Gen Z and millennials a sense of belonging with social media, access to learning and entertainment they might not find anywhere else, live video gameplay, and user-generated content from like-minded youth.

The evolving role of influencers as entertainers and brand partners is already shaping the future of digital engagement and advertising. Young content creators are earning an income doing something they love and controlling not only their future but also the growth of the brands with whom they like, trust, and promote. 

Ready to get started with influencer marketing? Contact our managed services team to reach audiences in your target demographic.

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