Culture Makers: How Teens Define Fandoms, Trends & Spend
Teens aren’t young adults; they’re a different audience entirely – and the brands treating them that way are losing relevance by the day.
In our latest study, we break down what 500M+ opt-in data signals from 1,900+ teen and young adult devices reveal about the world’s most undervalued growth audience.
‘Culture Makers’ shows how teens really live online, how they discover new brands, and how they’re authoring culture as it unfolds – long before it reaches anyone else.
Young Adults Are Building Lives. Teens Are Building Identities.
Young adults already know what works for them, while teens are still finding out. That difference shapes everything – how they discover, what earns their trust, and what motivates them to spend.
Find out how to be part of their discovery and not just the decision.
36% of young adults say teens drive culture and trends – compared to just 19% of teens who say the same about young adults. Culture doesn’t trickle down from Gen Z. It starts with teens.
Faster To Decide
Teen purchase journeys involve just 1–2 touchpoints, compared to 3+ for young adults. Brands have far fewer chances to influence teens before their minds are made up.
Content That Travels
The most popular teen content reaches young adults far more effectively than young adult content reaches teens. On YouTube, teen content sees 1.5x reach into young adult audiences.
Sign Up Now
Be the first to get ‘Culture Makers’ when it launches – sign up now to discover how teens really define fandoms, trends, and spend, and what it means for your brand.
