A new study, “PARTY USA Summer 2024,” reveals that YouTube has become the dominant platform for music consumption among American teenagers, with 79% of teens reporting they listen to music on video-sharing sites. 

The research, conducted by Precise TV and Giraffe Insights, surveyed 1,000 American teenagers and their parents to provide a comprehensive look at the media consumption habits of U.S. Gen Z teens aged 13-17 in 2024.

According to the research, YouTube is not only a primary music listening platform but also the preferred destination for music video consumption, with 74% of teens watching music videos on the site.

Taylor Swift, Drake, Justin Bieber, Beyoncé, and Jelly Roll emerge as the top artists teens like to listen to.

Top Platforms for Content

Beyond music, YouTube remains the most-used content platform among Gen Z, with 8 in 10 teens reporting recent consumption. This puts YouTube ahead of other popular platforms such as TikTok, Instagram, and Snapchat.

Source: Precise TV

The research also highlights teens’ favorite social media platforms.

 YouTube (including Shorts) leads the pack, with 58% of boys and 51% of girls naming it their favorite. 

TikTok follows closely, favored by 54% of girls and 63% of boys. Instagram and Snapchat round out the top four, with Facebook and X trailing behind.

Platform Effectiveness for Creators and Brands

The study offers insights into ad effectiveness on various platforms for marketers and content creators. 

YouTube emerged as the platform where teens reported seeing the “best ads,” with 27% of respondents choosing it over broadcast TV (23%) and TikTok (19%). 

Moreover, teens recall ads on YouTube more than on any other platform, though the report does not provide specific recall rates.

Source: Precise TV

The study also explores co-viewing habits, finding that 8 in 10 parents watch content with their teens. 

Of these, 70% engage in co-viewing several times a week or more. Nearly 50% of teens report co-viewing when watching YouTube on a TV screen. This allows advertisers to reach both teens and decision-making parents simultaneously.

In terms of purchasing influence, the report indicates that parents often buy items for their teens after seeing ads on YouTube.

Gaming

The gaming sector is also prominently featured in the report. 

More than 60% of teens enjoy playing video or app games, with boys spending more time gaming than girls. 

Roblox, Subway Surfers, and Among Us are identified as some of the most popular mobile games among teens.

Source: Precise TV

YouTube’s influence also extends to the gaming world, with the platform being the primary destination for teens to watch others play video games. 

Popular gaming channels on YouTube include Brianna Playz and MrBeast Gaming, as well as channels dedicated to games like Call of Duty, Roblox, Minecraft, and Fortnite.

The full report is available here.