Where Does Gen Z Spend Most of Their Time Online in 2025?

Fact: Gen Z spends a lot of time online, and their purchasing power is only getting stronger.

Market research agency Opeepl recently conducted a report to learn more about Gen Z’s social media usage.

One main takeaway? Short-form video is here to stay.

Keep reading, we're breaking down their findings — plus, what it means for brands trying to reach Gen Z.

Gen Z’s Social Media Usage: Where Do They Spend Their Time Online?

According to Opeepl's report, YouTube is the most-used platform for Gen Z — with 78% spending their time on the app:

Coming in at the number two spot is Instagram at 76% — hinting that the platform is pretty far from “over.” 

And TikTok (69%) and Snapchat (43%) aren’t too far behind either.

However, there’s a notable dip once you get to the likes of X and Facebook. 

And while its usage is on the lower end, Gen Z is still showing some love for Pinterest. 

TIP: Bookmark this blog post: Gen Z Trends: What Marketers Need to Know in 2025

How Much Time Does Gen Z Spend on Social Media?

Consumer research group Attest reports that a whopping 81% of Gen Zers spend more than one hour a day on social media, with nearly 60% reporting social media usage of three hours a day or more.

And when you drill down for Gen Z’s main reasons for using social media, the report also found that:

• nearly 43% get their news daily from social media platforms

• over 43% value polls, quizzes, and other content that allows for direct interaction with creators and brands

• over 30% participate in livestreams, particularly those with live polls, chat functions, and other interactive elements

The takeaway? If you want to reach Gen Z, doing it via social media is the way to go — just be prepared to offer them a personalized, authentic experience.

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What Does This Mean for Brands Wanting to Reach Gen Z?

The proof is in the pudding: Gen Z likes to be online and YouTube, Instagram, and TikTok are their platforms of choice.

But even more importantly, Gen Zers actively seek out new brands more than any other generation of consumers, according to a 2024 report from Morning Consult.

The content that most leads to a purchase? Reviews, hauls, and GRWMs.

So, consider creating videos that have a fun hook, yet integrate your product in a seamless way.

Draw inspiration from the rise of the TikTok "FaceTime" trend, brands collaborating with influencers for subtle product placement, or a simple tutorial.

But remember: Gen Z are quick to suss out anything that feels forced and are intentional about where they spend, so make sure your content is genuine to your brand (and that your product holds up too)!

Compared to older generations, Gen Z’s social media usage leaves more room to reach, connect, and market to them online.

If you haven’t started yet, 2025 is the perfect time to experiment.

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