Generation Z chooses TikTok while Netflix declines in the daily use of young people: a shift accelerated by the algorithm, short formats and social commerce, which is reshaping attention, information search and the act of purchasing.
Screen time among 13-24 year olds is shifting towards TikTok, YouTube and Instagram, with a clear decline for Netflix. This shift necessitates new codes of storytelling, discovery and conversion.
At the heart of this transformation, three dynamics are reinforcing each other: the hyper-personalization of content feeds, the rise of creators, and the integration of commerce within videos themselves. Brands must therefore think of “content-media-commerce” as a continuum.
The shift is primarily explained by a logic of attention. The infinite flow It offers an instant selection, without a home screen or any friction. Young people no longer open a platform to search for a program; they consult it so that the algorithm delivers what sparks curiosity, emotion, and retention. In this context, short formats serve as test units: one idea per video, one emotion per sequence, one gesture per shot. Then comes sociability: comments, duets, remixes, and recommendations from friends form an ecosystem of iterations that connected TV and VOD struggle to replicate. Finally, trade is intertwinedA viewed product is a clickable product, added to the cart in seconds. Result: the Generation Z chooses TikTok to discover, learn, be entertained, and buy, relegating Netflix to more occasional or premium use (films, event series). What happens next depends on brands' ability to capture micro-moments of attention and convert these weak signals into lasting relationships.
Why Generation Z is choosing TikTok and abandoning Netflix
Studies agree: Generation Z chooses TikTok because the algorithmically personalized feed better meets the micro-needs of daily life than the closed catalog of a platform streamingFigures cited by several observers indicate that Nearly 6 out of 10 young people spend more time on TikTok than on NetflixThe explanation lies in three key factors: automatic discovery, co-creation, and instant commerce.
Discovery first: young people use TikTok, YouTube, or Instagram as living search engines. See this study dedicated to the uses of Gen Z and analysis of the YouTube-TV turning pointThey learn a recipe, discover a series, verify information through a trusted creator. Then comes co-creation: they repost, respond, remix, and collaborate. Finally, the transition to commerce: video becomes a point of sale, with features that now rival those of an e-commerce site.
Algorithm signals and new attention rituals
The mechanics rely on short signals: freeze-frame, rewatch, share, contextual comment. These micro-gestures feed a more relevant flow with each session. Short formats dominate, but the Long-form content on TikTok progress is being made with expert content. Music acts as an emotional "hook": TikTok and Spotify now dictate the trendsAnd the battle of formats is also playing out between platforms: TikTok vs YouTube Shorts shapes viewing habits.
- Passive discovery: the algorithm replaces manual selection.
- Participation: duets, remixes, video responses create the social loop.
- Trade: click, basket, delivery within the app.
- Learning: tutorials and “edutainment” with high memorization.
- Music: soundtrack as a vector of virality and memetics.
| Criteria | TikTok | Netflix |
|---|---|---|
| Discovery | Algorithmic push continuously | Looking for a sweater in a catalogue |
| Participation | Duets, remixes, visible comments | Linear viewing experience, not very interactive |
| Trade | Add to cart in-feed | Off-platform |
| Creation | UGC native, creators at heart | Studios and licenses |
| Highlight | Micro-moments of everyday life | Longer, less frequent sessions |
To add to this, see the “young vs. seniors” perspective: Who is truly addicted?
In other words: The attention economy promotes real-time recommendations, which shifts usage towards TikTok among 13-24 year olds.
How brands are adapting to the shift to TikTok
From funnel to “flywheel”, winning strategies combine short content, community accelerators and social commerce. Generation Z chooses TikTok to discover products through creators they share affinities with, then proceed to purchase in just a few taps. Successful brands develop their storytelling in series, segment by interest signals, and optimize frequency through rapid iteration.
On the commercial side, the systems are becoming more professional: TikTok Shop in France changes the equation, with integrated baskets and live streams shoppingSurrounding oneself with the right expertise becomes key: the best TikTok Shop agencies They orchestrate creation, traffic, and conversion. Publication timing matters: see When to post on TikTok in 2025 to maximize reach.
Operational playbook to capture attention and convert
A typical case: Lina, 19, follows a beauty influencer. A quick tutorial demonstrates a simple technique, a before-and-after, and then a link to add to cart. The brand follows up with a customer's "remix," then a live Q&A session. Simultaneously, it launches a Reels version, supported by the Instagram Blendsand a capsule collection on Shorts, based on the influence of YouTube Shorts.
- Hook 0-3s: product visual + clear benefit.
- Evidence: demonstration, UGC, a client's "stitch".
- CTA: incitement to contextual action (in-feed, live, code).
- Repetition: 3 to 5 variations per idea to stabilize the algorithm.
- Enlargement: Reels/Shorts variant for cross-platform “win”.
| Stage | Objective | Recommended format | Indicators |
|---|---|---|---|
| Discovery | Range | UGC shorts, sound trends | Qualified views, completion rate |
| Consideration | Credibility | Tutorials, comparisons, live Q&A | Backups, sharing, comments |
| Conversion | Sale | In-feed shop, live commerce | CTR, average order value, conversion |
| Loyalty | Recurrence | Series, before and after, UGC community | Acquisition, LTV, mentions |
For sensitive categories (health, body image), framing content remains vital: read the alert on the "SkinnyTok" trendThe key insight: to think of “content-product-community” as a single experience, measured in short loops.
What this means for Netflix and the video ecosystem
Netflix's decline among 13-24 year olds does not mean its disappearance, but its repositioning. Generation Z chooses TikTok for immediacy and participation, while reserving Netflix for premium content, event series, and longer experiences. In this reshaped landscape, YouTube is establishing itself as a bridge between creators and 10-20 minute formats, with strong momentum on connected TV: see YouTube vs. Facebook Video.
Three movements structure the sequence: the rise of the media creators, the professionalization of UGC studios and the rise of hybrid audio-video (video clips + filmed podcasts). Brands are asking themselves: Will influencers replace journalists? The answer lies in trust: proven expertise, transparency, and accountability in recommendations. Emerging formats are also exploring new sensory experiences. ASMR and AI on TikTok illustrate this quest for immersion.
Scenarios and trade-offs for the next 24 months
Platforms are converging: TikTok is pushing long-form videos; Netflix is multiplying interactive experiences; YouTube is strengthening multi-format monetization; audio is being integrated into video, as illustrated by... the future of video podcastingBrands must orchestrate content portfolios tailored to specific audiences: Gen Z on one side, 35-50 On the other hand, and to cultivate meaningful values by selecting reliable candidates: committed and sustainable influencers.
- Netflix: investing in franchises, events, interactive media.
- TikTok: strengthening trust, native commerce, average duration.
- YouTube: to capture connected TV and premium creators.
- Brands: produce short series, measure recurrence, secure brand-safety.
- Regulators: transparency of recommendations and paid partnerships.
| Platform | Dominant content | Attention lever | Points to watch |
|---|---|---|---|
| TikTok | UGC, tutorials, live commerce | Algorithm + participation | Quality, trend drift, mental health |
| YouTube | 10-20 min, creator premium | Search + CTV | Monetization and fragmentation |
| Netflix | Series, documentaries, films | long immersion | Discovery, costs, youth engagement |
Operational conclusion: The video ecosystem is becoming a network of complementary useswhere the short feeds the long, and the long lends credibility to the short.
FAQ — Generation Z chooses TikTok: Netflix is losing ground among young people
Why does Generation Z choose TikTok over Netflix?
Because the personalized feed is faster and more engaging. Generation Z chooses TikTok for its instant discovery, simple co-creation, and integrated purchasing options, while Netflix relies on voluntary selection from a catalog and longer sessions.
How does Generation Z choose TikTok for their daily news?
By favoring trusted creators and short formats, Generation Z chooses TikTok to check trends, learn practical skills, and access visual explanations, then supplements this with YouTube or traditional media sources.
What are the advantages when Generation Z chooses TikTok to discover products?
A direct gateway to purchase. Generation Z chooses TikTok to test an idea in seconds, receive social proof via UGC and finalize the purchase via in-feed commerce or live shopping.
Generation Z chooses TikTok: what does this change for Netflix?
Netflix is becoming more of a premium and event-driven service. While Generation Z chooses TikTok for everyday use, Netflix retains a role for compelling series, documentaries, and films, but is losing regular screen time among 13-24 year olds.
Generation Z chooses TikTok: is it compatible with long-form content?
Yes, if the value is clear. Generation Z chooses TikTok for quick discoveries, but they also watch longer formats when the subject or creator justifies the length, particularly through segmented series.
Why do brands win when Generation Z chooses TikTok?
Because they combine audience and conversion. When Generation Z chooses TikTok, brands can tell a story, prove something, and sell in the same feed, provided they optimize hooks, UGC evidence, and contextual CTAs.
Generation Z chooses TikTok: what risks should be anticipated?
Risk of misinformation and problematic trends. When Generation Z chooses TikTok, verification, transparency of partnerships and brand safety must be strengthened, especially on sensitive topics.
How do you measure effectiveness when Generation Z chooses TikTok?
By reading short signal loops. When Generation Z chooses TikTok, we track 3s/5s retention, completion, shares, in-feed CTR and conversion, with continuous A/B testing.
Generation Z chooses TikTok: what role for YouTube and Instagram?
A complementary and strategic role. Even if Generation Z chooses TikTok for "just-in-time" content, YouTube structures the depth and Instagram the desirability, creating a cross-platform ecosystem.
Generation Z chooses TikTok: what are the best editorial practices?
Simple ideas and rigorous execution. When Generation Z chooses TikTok, aim for a strong hook, tangible proof, a rhythmic edit, and a CTA adapted to the moment in their journey.
Since 2016, ValueYourNetwork supports brands and creators across all social media platforms. Expert in influence marketingthe collective led hundreds of successful campaigns by connecting the right influencers to the right audiences, with a data-driven and creative approach. To activate strategies aligned with the rise of TikTok and the new habits of Gen Z, contact us: the team designs and manages complete systems, from planning to scaling, to transform attention into measurable results.