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YouTube beats TV and movies as Gen Z's top storytelling platform, but 73% won't cast the influencers brands are paying for

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YouTube beats TV and movies as Gen Z's top storytelling platform, but 73% won't cast the influencers brands are paying for

Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

UCLA's Teens and Screens Report shows 72.9% of 10 to 24 year olds rank YouTube as the best medium for storytelling, yet only 16.8% would cast an influencer in a leading role. The gap between where audiences find stories and who they want in them forces brands to rethink how YouTube creator partnerships actually translate to other formats.

YouTube is the top storytelling platform for Gen Z and Gen Alpha according to UCLA's Center for Scholars and Storytellers, which surveyed 1,500 respondents aged 10 to 24. Nearly 73% ranked YouTube as the medium that can best convey a story, ahead of TV shows (70.3%), movies (70.2%) and video games (68.5%).

Tubefilter first reported the finding, crediting it as confirmation that Hollywood's recent embrace of YouTube talent is late rather than early. But the same study reveals a contradiction that should worry every brand building creator-led campaigns: only 16.8% of respondents would cast an influencer in a movie or TV show, compared to 39.8% who prefer an unknown actor.

For social media marketers, the implication is not that YouTube creator partnerships are overvalued. It is that the value they create on YouTube does not automatically transfer when those creators move into different storytelling formats or act as traditional spokespeople. The audience loves what these creators do in their native environment, but resists seeing them packaged for somewhere else.


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