YouTube celebrates its 20th anniversary, having launched on December 15, 2005. Over the years, it has become a favorite platform for music videos, vlogs, sports highlights and more. With over 2.49 billion monthly users, YouTube features content from all over the world. This popularity is why Google quickly decided to buy YouTube just 18 months after it launched. Since the acquisition, YouTube has evolved from a place for casual content to a leader in original videos. It is now the top platform for online videos alongside TikTok, making it the perfect time to recognize how important YouTube has become. Different generations consume video content on YouTube in distinct ways based on their preferences, habits and technological familiarity. Our Tashheer research team has compiled a list of different generations and an overview of how each generation engages with YouTube:
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Types of Generations
As of 2024, there are several generational cohorts, each defined by the time period in which they were born. Here are the 6 main generations that are commonly recognized today:
| Generation | Birth Years | Key Characteristics |
| Silent Generation | 1928–1945 | Grew up during the Great Depression and WWII. |
| Baby Boomers | 1946–1964 | Post-WWII population boom, significant cultural shifts. |
| Generation X (Gen X) | 1965–1980 | First to experience the rise of technology and social change. |
| Millennials (Gen Y) | 1981–1996 | Digital pioneers grew up with the internet and social media. |
| Generation Z (Gen Z) | 1997–2012 | Digital natives are highly connected with technology and social media. |
| Generation Alpha | 2013–Present (2024) | Children of Millennials, growing up in an increasingly digital world. |
How Different Generations Engage with Video Content on YouTube
Exploring the unique preferences and viewing habits of different age groups on YouTube, mentioned as:
Gen Z (Born 1997–2012)
Gen Z is the most active generation on YouTube with 25.1% of US YouTube users identifying as Gen Z. They use YouTube to learn, relax and cheer up. They also enjoy long-form videos on topics that interest them. A survey by Sprout Social found that 40% of Gen Z consumers prefer short video ads on social media. Gen X makes up 19.9% of US YouTube users. It is the bold generation of our times. Having grown up in an age of influencers, selfies and trending hashtags, they are quite adept at navigating the sometimes murky waters of the social media scene. A good understanding of how they consume YouTube video content can help you as a marketer better learn how to connect with the audience. An incredible 59 percent of this generation’s video consumption happens on social media platforms. It is easy to assume that music videos dominate their interests but that’s not the case. Unlike older generations who loved MTV, Generation Z prefers platforms like Apple Music and Spotify for their music. That said, YouTube still holds a huge influence over Gen Z. It might even impact their lives more than big brands like Lego or McDonald’s. Their favorite content includes product unboxings, reviews, funny videos and short, engaging clips.
Preferred Content
Millennials (Born 1981–1996)
Millennials make up 25.5% of US YouTube users. Millennials spend a lot of time on their phones, staying updated on the latest events around the world. YouTube plays a key role in this, being a top source for video content. Millennials enjoy short videos, as they prefer quick, engaging content over long, time-consuming ones. Watching videos feels more natural to them than reading articles, making YouTube an ideal choice. The platform also allows them to explore content that resonates with their interests, both individually and within a community of like-minded viewers. Millennials are enthusiastic YouTube users, 54% log in daily. Interestingly, only 10% of them use ad blockers and 29% watch YouTube ads in full. With 90% of users turning to YouTube for product discovery, the platform’s algorithms are fine-tuned to support this behavior. While some believe millennials aren’t easily influenced by brands, the reality is different. Many, especially women, engage with sponsored content when it addresses their needs effectively. Targeted ads that solve specific problems often receive a positive response, proving millennials can be a valuable audience for marketers. YouTube has evolved from a hub of amateur content to a leader in original, premium-quality videos.
Preferred Content:
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Gen X (Born 1965–1980)
Generation X grew up during a time of constant change which makes them one of the most adaptable generations. Back then, owning a black-and-white TV felt like the peak of luxury. Fast forward to today, traditional TV has taken a backseat as people now prefer online content over watching ads on TV. This generation has a strong sense of nostalgia. Many spend their free time revisiting old videos from their younger years especially high school memories. Popular searches often include classic shows like “The Six Million Dollar Man” or iconic songs like “Prince’s Purple Rain”.
To appeal to Gen X, consider adding a nostalgic touch to your content. Incorporating soundtracks from the 60s, 70s, and 80s can resonate deeply with them. While they enjoy nostalgia, they are also avid consumers of video content on computers and mobile devices even more so than traditional TV. DIY videos especially on topics like home repairs or cooking are particularly popular because they are both practical and easy to follow. With Gen X contributing to 1.5 billion daily YouTube views, it is a smart move to create content that speaks to their interests. They are also active on platforms like Facebook and Twitter where they frequently share videos. This makes it essential to have an omnichannel strategy to connect with them effectively across multiple platforms.
Preferred Content:
Baby Boomers (Born 1946–1964)
Baby boomers watch YouTube videos to learn new skills and about products and services. They also watch more video news content than other generations. 79% of baby boomers watch video content on TVs and 52% also watch on their laptops. Millennials are an important audience, but they might not be the most profitable for businesses.
Surprisingly, Baby Boomers are the real game-changers. They are big spenders and spend more time online than Millennials, which is great news for brands looking to capture attention and increase screen time. Even though Boomers are older (aged 55+), they account for about 24% of YouTube views, around 31 million people. Contrary to what you might think, Boomers do spend time watching content online. They love YouTube because it simplifies complex topics especially in technology, making learning faster and easier for them.
This approach appeals to Boomers because they can skip relying on others, like tech-savvy relatives or confusing tech support, for information. Boomers also trust product reviews that are data-driven and straightforward, rather than opinion-based. If the content is clear and concise, they are more likely to support ideas or products they find interesting. To cope with an empty nest, Boomers often watch videos to learn new skills, such as playing musical instruments, learning languages or setting up businesses for success in the digital world.
Preferred Content:
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Final Words
It is no wonder that younger generations are spending more time on social platforms. All generations use YouTube to search for specific content or answer their queries. In this thorough article, our Tashheer research team has explained how different generations consume video content on YouTube. Influencers and creators play an important role in shaping preferences across generations. Younger generations tend to have a lower tolerance for ads and prefer ad-free experiences (e.g., YouTube Premium). Understanding these generational differences can help brands, marketers and content creators modify their strategies effectively.
About the Author: Sana Noureen
