Content formats: What Gen Z wants vs. millennials

Marketers often struggle with a fundamental question: Should content target Gen Z or millennials—or can it effectively reach both?

Assuming both generations share identical preferences is a costly oversight. The real issue: creating the right content for the right audience.

But is it always clearly Gen Z or millennials only?

The solution begins with understanding precisely where Gen Z and millennials align—and where their preferences sharply diverge.

💡 Pressed for time? Here’s what matters:

• Gen Z: Short videos, memes, interactive, entertaining content.
• Millennials: Longer videos, educational content, clear and detailed blogs.
• Solution: Blend both—short teasers leading to deeper, interactive, and educational content.

Who are Gen Z and millennials?

• Gen Z (born 1997–2012): Digital natives raised entirely in an era of smartphones, social media, and instant content. Gen Z expects quick, interactive, and highly engaging experiences.
• Millennials (born 1981–1996): Grew up transitioning from traditional media (TV, print) into digital platforms. Millennials appreciate both short-form engagement and longer, more meaningful interactions online.

Short-form vs. long-form content

Gen Z prefers short and snappy 61% of Gen Z prefer videos shorter than 60 seconds. Growing up during TikTok’s rapid rise, they favor fast-paced, entertaining content.

Millennials balance brevity and depth Millennials also consume short videos but spend twice as much time as Gen Z watching detailed YouTube content. They value content that offers explanations, depth, and storytelling.

Interactive vs. static content

Gen Z demands interaction Interactive experiences, such as quizzes or polls, are preferred by 66% of Gen Z. They prefer content that enables two-way conversations rather than passive viewing.

Millennials prefer clarity and information 44% of millennials prefer static yet detailed formats such as blogs, infographics, and professional articles. Their online habits formed before interactivity became standard.

Entertainment vs. educational videos

Gen Z seeks entertainment first Entertainment drives video consumption for 72% of Gen Z, who prefer humorous and relatable content.

Millennials favor purposeful content 65% of millennials regularly consume videos geared toward education or professional development, indicating their preference for content that blends enjoyment with practical learning.

Meme-driven vs. informative content

Gen Z thrives on memes 55% of Gen Z share memes weekly, making humor integral to their digital interactions. Brands using memes connect easily with Gen Z.

Millennials trust informative depth Millennials engage with memes but primarily trust informative content. 70% favor detailed blogs or articles for making purchase decisions.

Podcasts: short chats vs. detailed discussions

Gen Z prefers short podcasts 60% of Gen Z prefer short podcasts under 30 minutes that focus on daily life, trends, or pop culture.

Millennials seek deeper discussions 68% of millennials prefer podcasts longer than 45 minutes, often featuring deep dives into professional topics.

How marketers can engage both generations:

• Develop short-form content as teasers leading into longer, comprehensive formats, satisfying both quick consumption and the need for depth.
• Include interactive elements to capture Gen Z’s attention while delivering clear, informative messaging to keep millennials engaged.
• Combine humor with educational value—creating content that appeals across generational lines without compromising clarity or substance.

Marketers don't have to choose strictly between Gen Z or millennials. By strategically combining formats, interactivity, humor, and educational depth, content can resonate strongly across both audiences—addressing their unique preferences while leveraging areas of overlap.

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