Horizon analysis reveals demassification of Gen Z media

Unlike any generational cohort before them, Gen Z — young adults born after 1997 — eschew the kind of media knowns for mass reach and scale, especially TV, print and out-of-home, according to a Horizon Media analysis released. Not surprisingly, the report — Horizon Media's "Gen Z Field Guide" — finds they over-index on hyper-targeted digital media, especially social media platforms.