Beyond the screen: How youths are redefining digital experiences
About half of Gen Zs and Millennials view online experiences as meaningful substitutes for in-person activities, with nearly as many spending more time socialising via social media than in the real world.
L.R TURNER12 Feb 2025 09:00am
Photo for illustrative purposes only. Photo: Canva
According to Deloitte’s 2023 Digital Media Trends Report, about half of Gen Zs and Millennials view online experiences as meaningful substitutes for in-person activities, with nearly as many spending more time socialising via social media than in the real world.
This shift signals a new era where digital interactions are no less valid than their physical counterparts.
For Gen Z and Millennials, the digital world isn't just a distraction—it's an extension of their daily lives.
Whether it's streaming video, engaging on social media, immersing in music, or conquering worlds in gaming adventures, the digital realm offers an interconnected web of experiences.
Malaysia stands as a testament to this shift, with its robust online community of 26.8 million active social media users—about 79 per cent of the population—creating vast opportunities for marketers.
Younger generations gravitate towards interactive, social digital experiences that offer escape, community and co-creation.
Video games and user-generated content (UGC) transcend mere entertainment by fostering social connections and immersive experiences.
For instance, a fast food chain’s collaboration with gaming influencer @/JulynnLau on Twitch resulted in three times the revenue of the previous quarter, highlighting the power of digital engagement
Such campaigns blur the lines between brands and genuine experiences, resonating deeply with audiences.
In this new media age, creators and influencers have evolved into trusted voices that build communities and shape brand perceptions.
Approximately 50 per cent of consumers report that UGC videos help them discover new products and services, with an equal percentage indicating a higher trust level for brands endorsed by reliable online creators.
These preferences are even stronger among Gen Zs and Millennials, underscoring the strategic importance of brand-creator partnerships.
A striking example is Malaysian social media chef @/Khairulaming, who sold 10,000 cans of Sambal Nyet Berapi in just three minutes online, proving the potent influence of online personas.
Economic uncertainties are prompting consumers to scrutinise how they allocate their money and time in digital entertainment.
With costs rising, viewers are increasingly opting for cheaper, ad-supported video services, slowing subscription growth and altering the economics of video streaming.
The shift is markedly favoured by Gen Zs and Millennials, who prefer user-generated videos for their convenience, free access, and rich, relevant content.
As digital media continues to weave a more intricate tapestry, its role in fulfilling emotional, social and informational needs will only deepen.
Industry players must keenly analyse audience behaviours across platforms and craft strategies that enhance value.
The merging of digital and physical realms signifies a new normal, requiring an adaptive approach that acknowledges the fluid transition between online and offline realities.
In this dynamic landscape, Gen Z and Millennials are not just participants—they are architects of a digital future that seamlessly intertwines with the real world.
As the lines continue to blur, the pursuit of authentic, impactful digital experiences remains a guiding light for a generation eager to connect and create.
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