Entertainment: Social Media Influencers Are More Popular Than Movie Stars Among Gen Z
- InsightTrendsWorld
- Mar 27
- 8 min read
Why it is the topic trending:
Significant Shift in Entertainment Consumption: The Deloitte report highlights a major change in how younger generations engage with entertainment, with social media influencers gaining more traction than traditional celebrities.
Data-Driven Insights: The findings are based on a survey of over 3,500 Americans, providing data to support the claims about Gen Z's media preferences.
Implications for Media and Marketing: This shift has significant consequences for the entertainment industry and how brands target younger audiences.
Overview:
A new report from Deloitte reveals a notable shift in entertainment preferences, with a majority of Gen Z Americans indicating that social media influencers on platforms like YouTube and TikTok are more popular and relevant to them than movie and TV stars. The report also touches upon consumer sentiment regarding the cost of streaming services, with many believing $25 per month is too expensive.
Detailed Findings:
52% of Gen Z Americans feel a “stronger personal connection” to social media influencers than to TV personalities or actors.
56% of Gen Z believe social content is “more relevant” to them than TV series or movies.
Millennials also show a similar trend, though to a lesser extent, with 45% feeling closer to social influencers and 43% preferring social content.
Gen Z spends significantly more time on social platforms and watching user-generated content (UGC) compared to the average consumer and less time watching TV and movies.
The popularity of platforms like YouTube, with creators like MrBeast having hundreds of millions of subscribers, and TikTok, where users spend an average of 107 minutes daily, contributes to this trend.
The report also found that a majority of respondents believe $25 per month is "too much" to spend on a streaming service, with $14 being considered the "right price."
Americans are spending more on streaming in 2025 ($69 per month on average) compared to the previous year ($61), while using the same number of services (4 on average). This is still less than the cost of cable and satellite ($125 per month).
Key Takeaway:
Gen Z has a clear preference for social media influencers and user-generated content over traditional movie and TV stars due to a stronger personal connection and perceived relevance. This shift in media consumption has significant implications for the entertainment industry and advertising strategies targeting younger demographics. Additionally, consumers are increasingly price-sensitive regarding streaming services.
Main Trend:
The Ascendancy of Influencer Entertainment: This trend signifies the growing dominance of social media influencers as primary sources of entertainment and connection for Gen Z, surpassing traditional movie and TV stars in popularity and perceived relevance.
Description of the trend (please name it):
The Digital Star Shift: A significant transformation in the entertainment landscape where social media influencers have risen to become more popular and influential among younger generations, particularly Gen Z, than traditional movie and television celebrities, primarily due to a perceived stronger personal connection and the relevance of their content.
What is consumer motivation:
Stronger Personal Connection: Gen Z feels a more direct and personal connection to social media influencers, who often share more intimate aspects of their lives and interact directly with their audiences.
More Relevant Content: Social media content, often created by individuals closer in age and experience to Gen Z, is perceived as being more relatable and addressing topics relevant to their lives.
Authenticity and Relatability: Influencers are often seen as more authentic and relatable than polished movie and TV stars.
Accessibility and Engagement: Social media platforms offer easy access to a wide variety of content and opportunities for direct engagement with creators.
What is driving trend:
Rise of Social Media Platforms: The immense popularity and reach of platforms like YouTube and TikTok have provided a stage for influencers to build massive audiences.
Creator Economy Growth: The proliferation of tools and opportunities for individuals to create and monetize content online has empowered the influencer ecosystem.
Shifting Media Consumption Habits: Younger generations are increasingly spending their time online, leading them to naturally gravitate towards digital content creators.
Perceived Lack of Representation in Traditional Media: Some may feel that traditional media does not adequately represent their experiences and interests.
What is motivation beyond the trend:
Community and Belonging: Following influencers can create a sense of community and belonging among like-minded individuals.
Inspiration and Aspiration: Influencers often share aspects of their lives that can be aspirational or inspiring to their audience.
On-Demand and Personalized Content: Social media offers a vast library of content that can be accessed anytime and tailored to individual interests.
Description of consumers article is referring to:
Age: Primarily Gen Z (born 1997-2010) and also mentions Millennials (born 1983-1996) as showing a similar trend, though to a lesser extent.
Gender: Not explicitly specified, but the trends likely apply across all genders within these age cohorts.
Income: Not directly addressed, but the widespread popularity of social media suggests that this trend is prevalent across various income levels.
Lifestyle: Digitally native individuals who spend a significant amount of time online, particularly on social media platforms. They likely consume entertainment primarily through digital channels and value authenticity and relatability in the content they engage with.
Conclusions:
The Deloitte report highlights a significant power shift in the entertainment industry, with social media influencers becoming the preferred source of entertainment and connection for Gen Z Americans over traditional movie and TV stars. This trend underscores the evolving media consumption habits of younger generations, who prioritize authenticity, relevance, and personal connection in their entertainment choices. Additionally, the report indicates price sensitivity regarding streaming services across all age groups.
Implications for Brands:
Prioritize Influencer Marketing: Brands targeting Gen Z should prioritize collaborations with relevant social media influencers as a primary marketing strategy.
Focus on Authenticity and Relatability: Campaigns involving influencers should emphasize genuine connections and relatable content.
Engage on Social Media Platforms: Brands need a strong presence and engagement strategy on platforms like YouTube and TikTok to reach Gen Z.
Re-evaluate Traditional Advertising Spend: Consider shifting advertising budgets towards digital and influencer marketing initiatives.
For Streaming Services: Be mindful of pricing tiers and the perceived value offered to consumers, especially younger demographics.
Implication for Society:
Changing Definition of Fame and Influence: The traditional hierarchy of fame is being disrupted, with social media creating new pathways to influence and celebrity.
Decentralization of Media Power: Influence is no longer solely concentrated in traditional media outlets but is being distributed among a wider range of online creators.
Potential Impact on Traditional Entertainment Industries: Movie and TV industries may need to adapt their strategies to compete with the popularity of social media influencers.
Implications for Consumers:
More Diverse and Accessible Content: Gen Z consumers will continue to have access to a vast array of content created by a diverse range of online personalities.
Direct Engagement with Creators: Opportunities for direct interaction and engagement with influencers will likely remain a key draw.
Potential for Over-Reliance on Digital Platforms: A heavy reliance on social media for entertainment may have broader implications for media literacy and well-being.
Price Consciousness in Entertainment: Consumers will likely continue to scrutinize the cost and value of digital entertainment services.
Implication for Future:
Continued Rise of Influencer Culture: The trend of influencer popularity is likely to continue and may expand to other demographic groups.
Evolution of Content Creation: Expect to see further innovation and diversification in the types of content created by social media influencers.
Integration of Influencers into Mainstream Entertainment: Collaborations and crossovers between social media influencers and traditional media figures may become more common.
Streaming Service Business Models Under Scrutiny: Pricing strategies for streaming services will likely remain a key point of consideration for both providers and consumers.
Consumer Trend (name, detailed description):
Name: The Influencer Embrace
Detailed Description: Younger generations, particularly Gen Z, are increasingly embracing social media influencers as their primary source of entertainment, news, and information, forging strong parasocial relationships and valuing their opinions and content over traditional media figures.
Consumer Sub Trend (name, detailed description):
Name: Authenticity Over Celebrity
Detailed Description: Consumers, especially younger demographics, prioritize authenticity and relatability in their media personalities, leading them to favor social media influencers who often present a more unfiltered and genuine image compared to the often-curated personas of traditional celebrities.
Big Social Trend (name, detailed description):
Name: The Democratization of Media
Detailed Description: The rise of social media and user-generated content platforms has democratized media creation and consumption, empowering individuals to become content creators and build audiences, thereby challenging the traditional dominance of established media institutions.
Worldwide Social Trend (name, detailed description):
Name: Global Digital Entertainment Shift
Detailed Description: The trend of younger generations gravitating towards digital content and online personalities over traditional media is not limited to the US but is a global phenomenon, reflecting a worldwide shift in entertainment consumption habits driven by the ubiquity of the internet and social media.
Social Drive (name, detailed description):
Name: Connection and Community in the Digital Age
Detailed Description: In an increasingly digital world, people are seeking connection and community online, and social media influencers often foster a sense of belonging and direct interaction with their audience, fulfilling this social drive for many younger individuals.
Learnings for brands to use in 2025:
Gen Z's primary entertainment sources are social media influencers on platforms like YouTube and TikTok.
Authenticity and relatability are key to engaging with younger audiences.
Traditional celebrity endorsements may be less effective with Gen Z compared to influencer collaborations.
Understand the time spent by Gen Z on social media far outweighs their time spent on traditional TV and movies.
Be mindful of consumer price sensitivity regarding streaming services and explore value-driven pricing strategies.
Strategy Recommendations for brands to follow in 2025:
Allocate a significant portion of marketing budgets towards partnerships with relevant and authentic social media influencers who resonate with your target audience.
Prioritize content creation on platforms like YouTube and TikTok, tailoring the content to the specific nuances of each platform.
Focus on building genuine relationships with influencers and allowing them creative freedom to promote your brand in their unique style.
Track the performance of influencer marketing campaigns closely to measure their effectiveness in reaching and engaging Gen Z.
For streaming services, conduct thorough market research on optimal pricing points and consider offering various subscription tiers to cater to different consumer budgets.
Final sentence (key concept) describing main trend from article:
The dominant trend is the clear preference of Gen Z for social media influencers over movie and TV stars as their primary source of entertainment and connection, signifying a major shift in the digital media landscape.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands and companies aiming to reach Gen Z in 2025 should strategically prioritize collaborations with popular and authentic social media influencers on platforms like YouTube and TikTok, focusing on creating engaging and relevant content that resonates with this demographic's preferences for digital creators over traditional celebrities. For streaming services, understanding and addressing the price sensitivity highlighted in the report through flexible and value-driven subscription models will be crucial for retaining and attracting subscribers in a competitive market.
Final Note:
Core Trend:
Name: The Digital Star Shift
Detailed Description: Social media influencers have eclipsed traditional movie and TV stars in popularity and relevance for Gen Z Americans due to stronger personal connections and more relatable content.
Core Strategy:
Name: Influencer-Centric Engagement
Detailed Description: Brands targeting Gen Z should prioritize collaborations with authentic and relevant social media influencers as a primary means of marketing and audience engagement.
Core Industry Trend:
Name: The Transformation of Entertainment Authority
Detailed Description: The traditional hierarchy of entertainment is being reshaped by the rise of the creator economy, with social media influencers gaining significant influence and challenging the dominance of established media.
Core Consumer Motivation:
Name: Authenticity and Connection in Digital Media
Detailed Description: Gen Z consumers are primarily motivated by a desire for authentic, relatable, and personal connections in their entertainment, which they find more readily with social media influencers than with traditional celebrities.
Final Conclusion:
The Deloitte report clearly indicates a significant and ongoing shift in entertainment consumption habits, particularly among Gen Z. For brands and companies looking to connect with this influential demographic in 2025, recognizing and embracing the power of social media influencers as the new dominant form of digital stardom will be paramount to their marketing and engagement strategies. Simultaneously, the price sensitivity around streaming services highlights a critical factor for companies in the digital entertainment space to consider for future growth and sustainability.
