YouTube is the fastest-growing social media platform in the U.S. among Gen Zers in the last year, according to the YouGov State of the US Media Consumption in 2025 report, with more than half (56%) saying they use it now more than they did a year ago.
This growth, says YouGov, a global research data and analytics group, comes amid a broader trend of dual media use, with 69% of Americans reporting they regularly scroll social media while watching TV, listening to audio, or engaging with other media.
The study found that American social media users are nearly twice as likely to use Reddit compared to the multi-market global average (25% vs 13%). More than one-in-four Americans consume 5+ hours of media per day (26%). A third (33%) of American live TV viewers watch for more than three hours per day.
Netflix is the most used streaming service among U.S. on-demand TV viewers (63%), followed by Amazon Prime (55%). The majority of radio listeners tune in for under an hour per day (53%); while 48% of Gen Z and millennial podcast listeners listen while doing household chores.
Spotify is the leading streamer among U.S. audio service listeners (47%), increasing to 59% among younger audiences. Half of Gen Z social media users have purchased a product or service because of an ad they saw on social media.
“In 2025, the American media landscape is more dynamic and fragmented than ever before, with content flowing across countless platforms and formats,” says Dare Schenck, Vice President at YouGov America. “YouGov’s report finds that competition for audience share is fierce across television, audio, and social media. While well-known brands like Netflix, Spotify, and Facebook are used by most consumers, Americans are using a variety of platforms for their media consumption needs, often simultaneously.”
This report sources insights from YouGov’s research panel of 30+ million consumers globally, including YouGov Surveys: Serviced, which provides rapid answers from the right audience.