There is a growing skepticism toward traditional advertising. 18-year-olds prefer "de-influencing" content—where creators tell them what not to buy—valuing honesty over a paycheck. The Bottom Line
Unlike the glossy sitcoms of the past, 18-year-olds gravitate toward "get ready with me" (GRWM) videos, unfiltered vlogs, and raw commentary. They value creators who feel like peers rather than untouchable celebrities. There is a growing skepticism toward traditional advertising
But what does actually look like today? It is no longer just about "adult" themes; it is about authenticity, community, and the blending of creator-led platforms with high-production streaming. 1. The Shift to "Creator-First" Entertainment They value creators who feel like peers rather
When 18-year-olds do turn to traditional streaming services (Netflix, Max, Disney+), their tastes are highly specific. Interactive and Immersive Media
They seek out content that features diverse voices and representative storytelling. Media that feels exclusionary or "out of touch" is quickly rejected.
While short-form content (Reels/TikTok) captures attention, YouTube remains the "new television." Video essays, deep-dives into internet lore, and multi-hour gaming streams provide the depth this age group craves. 2. Interactive and Immersive Media