What's resonating with younger audiences on YouTube?

The social network's annual Culture and Trends Report identifies a key overall shift: What becomes pop culture with Gen Z is increasingly rooted in individual experiences.

Specifically, younger video viewers are gravitating towards three new types of creativity: community (online groups producing culture together), multiformat (fluid concepts across mediums), and responsive (content driven by emotional needs).

An infographic (below) from YouTube provides an overview of each of these three types of creativity and looks at how marketers can make sense of them.