Media is always evolving. Today’s audiences have shifted their attention and trust away from publishers and platforms toward people.

Audiences today have untethered themselves from major media companies and are finding content they love in new places — and on their own terms. 

More than half of Gen Zs and millennials spend zero hours on ad-supported TV on any given day. In fact, they actively dislike ads and are willing to pay to avoid them. 

At the same time, they are turning to content from “creators”: comedians, independent chefs, writers, designers, musicians, dancers, and filmmakers. 

Whether this content lives on Instagram, Meta, Snap, TikTok, Twitch, Twitter, or YouTube makes little difference. 

Creators are taking a growing share of time and attention away from traditional content providers. 

For marketers and brands, these developments require a new approach to media and marketing. They must be in these communities, because that’s where the audience is, but they need to do it the right way.

WHY?

Traditional advertising often makes people feel they’re missing something, while creators make people feel good. 

They create content that people truly enjoy. 

They represent communities that make people feel like they belong, rather than aspiring to some idealized world. 

Audiences trust creators and welcome their recommendations.

Find out more in the full report here: https://www.whalar.com/research