Why is generation z changing ad spend in Australia?

Generation z spends more time in mobile, social, and creator spaces. Brands follow attention, so budgets shift to short video, creators, and community formats. Youth also prize authenticity and trust, pushing spend toward content that feels real and away from generic ads that people skip.

What monetisation models work best for youth media trends?

A mix works best: pre-orders, memberships, sponsored segments, and shop links. Each adds a layer of income, so revenue is steadier. The core is trust. When content is credible and useful, generation z pays with time, data, or money, and sponsors stay longer.

How should marketers measure success with digital natives?

Track attention and action, not just reach. Focus on watch time per view, completion rate, saves, comments, and shares. Add CAC, LTV, and payback period for commerce. Use creator approval time and revisions to gauge workflow health and creative fit.

What are the key risks when targeting generation z?

Main risks are algorithm changes, youth privacy rules, brand safety issues, and creator burnout. Overreliance on one platform can hurt results fast. Reduce risk with diversified channels, clear safety lists, content rights, and posting plans that creators can sustain.

Global Market Insights

February 16: Gen Z Media Shift Puts Youth Ad Spend, Funding in Focus

ByDanny Kontos February 16, 2026

Generation Z is moving the goalposts for media and marketing in Australia. Search interest is rising, and Magnum’s new global project funded by pre-orders points to fresh ways to support long-form, authentic stories for digital natives. For investors and brands, the signal is clear: youth media trends are changing where advertising budgets go, how creators get paid, and which formats earn trust in algorithmic feeds. We unpack the near-term shifts and practical steps for Australian teams.