The soothing video trend captivating Gen ZAugust 4, 2022
Roya Zeitoune oversees YouTube’s Culture and Trends team for Europe, the Middle East, and Africa. Her team delves deep into YouTube viewing data to uncover emerging consumer trends.
Modern life is stressful. Everyone has their own coping mechanisms to calm down. We write in gratitude journals, take deep breaths, and, in many instances, we turn to soothing YouTube videos.
A new 2022 Ipsos survey of thousands of Gen Z respondents shows that 83% have used YouTube to watch soothing content that helps them relax.1
ASMR videos (aka whisper videos) have been around for many years and continue to be amongst the most watched formats in this category. Other popular forms of soothing content include nature films, cottagecore videos, and compilations of ‘oddly satisfying’ clips.
Gen Z is a young cohort — the oldest ones are just 25 — but this generation is a major force in shaping international culture and consumption, both online and in-person. Being conscious of their needs and interests is key to creating relevant messaging and connecting with them on a deeper level.
Here’s what marketers need to know about this key Gen Z viewing trend to better understand this generation’s current mindset:
All-day comfort with nature live streams and 10+ hour-long videos
Armchair travelling has never been as easy — and tempting — as it is today. Transportive videos of faraway places are just one click away. For Gen Z, YouTube is the go-to destination for these journeys: 90% say they have watched a video that helped them feel like they were in a different place.2
YouTube has a huge library of soothing videos about faraway destinations and the natural world. Popular formats include animal live streams and immersive nature films that are 10+ hours long, often set to meditative music.
And, if the many comments underneath these calming videos are anything to go by, the ethereal visuals and gentle music can even help them fall asleep.