Advertisers can anticipate where to target generational campaigns by understanding where each cohort currently spends time and how their needs will shift with age.

Key Question: Where and how is each generation spending their digital time?

Key Stat: Millennials make up the largest share of users on nine of the 11 platforms we track by generation, partly due to the cohort’s size. But Gen Z will take the lead on Disney+, YouTube, Instagram, and X (formerly Twitter).