Pearl Strategy and Innovation Design recently attended the webinar hosted by the Insights Association where experts shared how Gen Z and multicultural audiences (Hispanic, Black, and Asian Americans) are reshaping the media landscape, particularly in social media, streaming platforms, and influencer culture. Here is what we found.
Media Habits Are Changing
- Gen Z wants shared cultural moments that bring people together.
- People are tired of paying for too many streaming services and prefer free, simple options.
Social Media Leads the Way
- YouTube is the most trusted
- TikTok, Instagram, Facebook, and WhatsApp lead usage.
- TikTok is where Gen Z finds new trends. (69% Gen Z)
- Influencers are popular because they teach skills, share real-life stories, and recommend products.
Multicultural Audiences Are Key
- Hispanic and Black Americans use social media heavily and trust ads on YouTube and streaming.
- WhatsApp is growing fast because it connects families across countries.
Streaming Preferences
- Gen Z almost never watches cable; 83% stream content instead.
- Free platforms like Tubi and Roku are booming due to price and variety.
- Family-friendly shows are very important for Hispanic families and millennial parents.
What does it mean for Brands
- Leverage YouTube and TikTok for authentic storytelling and influencer partnerships, as these platforms dominate Gen Z and multicultural audiences.
- Short, mobile-friendly, and culturally inclusive content is essential, with campaigns that reflect real experiences and diverse voices.
- The growth of free streaming platforms like Tubi offers cost-effective ad opportunities, while family-friendly and nostalgic themes resonate strongly with Hispanic families and millennial parents.
Want to dive deeper into these insights to refine your brand’s strategy? Connect with us at Pearl Strategy (johnchan@pearl-strategy.ca) to learn how we can help your brand respond to today’s economic challenges with empathy and impact.
Source: Insights association webinar july 2025
