New research by InMobi says that, despite the explosion of streaming content available, Gen Z consumers still overwhelmingly choose the user generated stuff.

InMobi interviewed more than 1,000 US consumers across all ages to show the different preferences of the key demographics when it comes to streaming.

The key finding is that 61 percent of Gen Z prefer UGC over other content formats (presumably via TikTok), followed by music/podcasts, then gaming, with TV coming in fourth.

Younger Millennials do not have a clear content preference. Gaming, UGC, and TV ranked closely though UGC topped the list followed by TV. Meanwhile older millennials enjoy TV the most – 67 percent of this cohort chose TV as their top form of digital entertainment.

Justin Sparks, Director of Vertical Strategy, North America at InMobi, said: “The clear generational divide shows how the content vehicle of the time creates lasting habits and familiarity. To win over Gen Z as they come into purchasing power and boardroom and political influence, UGC will be the critical lever across the content ecosystem. You can see this with the NFL’s Sunday Ticket deal with YouTube that starts this year as they move away from a long-standing partnership with Dish TV to court Gen Z fans to the sport."

There's more on the report here.