In Pakistan, Gen Z is now composed of about 80 million people, making them a key target for brands aiming to reach a digitally savvy, socially conscious audience. Gen Z’s influence is undeniable. Their global spending power is estimated at approximately $360 billion in the US alone as of 2024. They also spend more time online than any other generation and average over seven hours a day across devices.

For Gen Z, the smartphone is their gateway to the digital world. The oldest members of this generation were about 10 years old when the first iPhone was launched in 2007; they have all grown up in a mobile-first world. According to Data Darbar’s report on the state of apps in Pakistan, the total number of hours spent on mobile phones in Pakistan in 2023 amounted to 99 billion and 70% of this number can be attributed to Gen Z. Their mobile-first lifestyle is not just about entertainment, it extends to how they shop, make decisions and interact with brands. As platforms like TikTok and Instagram evolve to cater to this mobile-driven behaviour, they have become more than just spaces for communication; they are essential touchpoints for social commerce.

Boredom is intolerable for this generation; they prefer short, snackable videos – usually under a minute, which prioritise entertainment, humour and relatability. TikTok, Instagram Reels, YouTube Shorts and SnackVideo have become integral to their daily media consumption. TikTok was the most downloaded social media app in Pakistan in 2023, with nearly 31.8 million downloads – a nine percent increase from 2022 – and the number is projected to reach approximately 50 million-plus downloads in 2025. Although short-format videos dominate, Gen Z also enjoys on-demand ‘bingeable’ content from platforms like Netflix, Prime Video and Hulu. In Pakistan, local OTT platforms such as Tapmad, Begin Watch, Myco and Tamasha are now capitalising on this trend, offering anything from live sports streaming to local and international films. Among these, Tamasha topped the charts as the most downloaded video platform in Pakistan in 2023, with approximately 12 million downloads, followed by Netflix, Prime Video, Myco and Tapmad.

In 2023, just over a third of Pakistani downloads were games, making gaming and live streaming platforms like Twitch and Discord important spaces to connect with Gen Z. According to a survey conducted by Behind Sport, users spend approximately 90 minutes a day on Twitch, 62% engage with streamers and 64% buy products based on their recommendations. Interaction on these platforms ranges from raids to live chats, thereby allowing users to find their ‘tribe’ and build communities in ways that other platforms have yet to replicate. Although OTT services were the fourth-largest app subgenre in 2023 (Netflix and Prime Video collectively contributed to over 3.8 million downloads in Pakistan), the big challenge remains Gen Z’s reluctance to pay for content. Given their limited spending power, this generation is selective about paid subscriptions – publishers looking to adopt paid models will need to find ways to engage with this audience if they are to persuade them to commit to a subscription.

Social commerce is redefining shopping, and Instagram and Pinterest Shops are leading the charge. Gen Z not only shops; it also sells, with influencer reviews, user-generated content and product recommendations driving purchasing decisions. Although in Pakistan, traditional media remains a key awareness driver, Gen Z looks for communication that is quick, concise and direct, facilitated by tools like push notifications, live videos and podcasts. Furthermore, given Gen Z’s short attention span (often less than eight seconds), brands have to create visually appealing, succinct content that quickly grabs their attention.

Gen Z is known for creating content almost as much as they consume it. Platforms such as TikTok and Instagram have allowed them to express their creativity. Content creation has become integral to Gen Z’s digital culture, and in this respect, one of the most significant changes driven by Gen Z is the rise of the creator economy and the monetising of content across platforms such as TikTok, YouTube and Twitch. This entrepreneurial spirit has turned content creation into a viable career for many young people. Learning too has moved online, with platforms like Maqsad (Pakistan’s most funded EdTech startup) experiencing significant growth – including 1.6 million new downloads in 2023. Podcasts, YouTube videos and other media focused on mental health, wellness, and career growth are gaining popularity as Gen Z seeks personal empowerment.

For Gen Z, brand values matter. They are connected to global communities and aware of issues such as diversity and inclusion and other social issues. They value brands that align with their ethical beliefs – be it climate change, mental health or diversity and they are quick to reject content or brands they perceive as harmful to the community’s well-being. Transparency is crucial and brands that fail to deliver genuine value or take meaningful stands on issues lose relevance.

As the largest population group in Pakistan, Gen Z is shaping the strategic direction of brands. For them, every platform offers a two-way street where interactions take place on their terms, language, emotions, inside jokes and community guidelines. These dynamics vary from platform to platform; the way they engage on Discord and Twitch is different from their behaviour on Instagram. For marketers, the challenge is to create ‘raw-thentic’ content that resonates with these diverse tribes, tailoring the approach to fit the culture and vibe of each platform.

Mehwish Aslam is Head of Digital Products, JS Bank. mehwishaslam@gmail.com