Short-Video Platforms and Gen Z: A Comparative Analysis of Reels and YouTube Shorts Consumption Trends

This research delves into the consumption habits of short-video platforms—Instagram Reels and YouTube Shorts among Generation Z users, with a focus on various parameters like - frequency, duration, content type, user preferences, and their impact on day-to-day lifestyle and other aspects. Employing a qualitative approach, the study integrates survey-based data collection with qualitative comparative analysis. A questionnaire was distributed to 150 randomly chosen individuals aged 18–25, yielding 106 valid responses. The results indicate that short-video content significantly influences Gen Z’s daily activities, serving not only as consumers but also as proactive content creators. The research underscores a noticeable preference for Instagram Reels over YouTube Shorts, which is linked to greater engagement levels, more relatable algorithmic suggestions, and a perception of higher content quality. Additionally, the findings suggest that short-form video content substantially affects Gen Z’s fashion preferences, lifestyle trends, and even their purchasing choices. These findings offer a detailed understanding of how short-video platforms shape the digital behaviors and cultural consumption patterns of Generation Z, providing valuable insights for marketers, platform developers, and media researchers.