Generation Z wants to laugh, and this is how the content they consume shows it

A new report titled The Gen Z Audio Report, produced by Edison Research and SiriusXM Media, has revealed insightful information about the advertising attention habits of Generation Z in the United States. According to the research, nearly half (49%) of young people in this generation are more attracted to ads that make them laugh or that use music they find familiar. This finding underscores the importance of incorporating humor and relevant music into advertising campaigns to capture the attention of this demographic group.

Music and Laughter, Its Two Pillars

Advertisers should focus on creating content that is not only fun but also reflects the values and authenticity that Generation Z seeks. As noted in the report, the content must be snackable and scroll-stopping, meaning it should be easily consumable, like a snack, and capture their attention. In this context, the strategic use of influencers emerges as a useful tool, but it should not be the only strategy; the content must first establish a genuine connection with the audience.

The research was based on a survey of 2,010 young people aged 13 to 24, conducted online during the fourth quarter of 2024. The diversity of the sample, which included 851 respondents aged 13 to 17 and 1,159 aged 18 to 24, allows for a more accurate representation of current trends within this age group. With this type of data, advertisers have the opportunity to adjust their messages and strategies to resonate more effectively with youth.

With the constant change in the interests and preferences of Generation Z, advertising professionals must quickly adapt to these emerging trends to remain relevant in a competitive market.