The latest Pew Research Center study reveals that YouTube remains the go-to platform for teens, with a staggering 90% of respondents aged 13 to 17 using it regularly. Despite a slight drop from 95% in 2022, the video-sharing giant outpaces all other platforms, solidifying its status as a cultural trendsetter.
Top Platforms for Teen Engagement
- YouTube
- Teens overwhelmingly prefer YouTube, even though it’s not traditionally considered a social media app. Its influence on trends is undeniable, making it a valuable tool for marketers and brands targeting younger audiences.
- TikTok
- TikTok ranks second, with 63% of teens using the app, a slight decline from 67% in 2022. As a hub for viral content and short-form videos, it remains a key player in shaping teen culture.
- Instagram holds third place, used by 61% of teens, maintaining its 2022 figures. The platform’s visual focus continues to attract young users seeking creative outlets and lifestyle inspiration.
Where Teens Aren’t Hanging Out
- Facebook: Once a teen favorite, only 32% of respondents reported using the platform, a dramatic drop from 71% in 2014.
- X (formerly Twitter): Teen engagement is even lower, with just 17% of respondents active on the platform.
- Threads: Meta’s competitor to X has barely gained traction among teens, with only 6% reporting usage.
The Bigger Picture: Social Media Use by Demographics
Pew’s survey, conducted among nearly 1,400 teens in September and October 2024, offers insights into how social media usage varies by age, gender, household income, race, and political affiliation. The study also highlights concerns about the time teens spend online, echoing global calls for regulation and intervention.
What This Means for Marketers
For brands and retailers looking to connect with Gen Z:
- YouTube and TikTok should remain central to your strategy.
- Keep an eye on Instagram’s steady performance as a secondary platform.
- Avoid overinvesting in platforms like Facebook and X if teens are your primary audience.
Understanding where teens spend their time online can help businesses align their marketing efforts with the preferences of the next generation of consumers.