Precisify Data Shows YouTube at 83% Gen Z and 78% Millennial Reach, With Best Ad Recall of Any Platform
Ad tech firm Precisify released a new US audience report covering ages 13 to 44 showing YouTube reaches 83% of Gen Z and 78% of Millennials, more than any other platform studied. TikTok reaches 68% of Gen Z but only 46% of Millennials; Netflix reaches 65% of Millennials but drops to 57% of Gen Z. Nearly 45% of both age groups watch 30 to 60 minutes of YouTube per day, with Millennials skewing toward longer sessions of three or more hours. The research also found YouTube delivers better ad recall than peer platforms across both demographics. Precisify, formerly Precise TV, rebranded in January 2026 after a $26 million raise.
THE BREAKDOWN
Brands that price YouTube below TikTok or Instagram in their creator budgets should recalibrate. YouTube is the only platform where Gen Z and Millennials overlap at this scale, which means deals placing talent on YouTube reach both demographics without splitting the budget. For agents negotiating multi-platform packages, YouTube's superior ad recall is now a hard number to use in rate justification conversations with brands. Clients with strong YouTube presence should be getting a rate premium over equivalent TikTok or Instagram accounts in brand proposals, and this report gives agents the data to support that ask.
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