Soothing Videos: The Gen Z Trend
The surprisingly calm content capturing a generation’s attention — and what it tells marketers.
Executive summary
Generated from source · cited- 83% of Gen Z have used YouTube to watch soothing content that helps them relax.
- Popular formats span ASMR, multi-hour nature live streams, "oddly satisfying" clips and cottagecore.
- Comfort and nostalgia drive repeat viewing — 69% return to creators and content that feel comforting.
- The implication: meet Gen Z in safe, calming spaces and partner with long-form, soothing creators.
A surprising trend
Modern life is stressful, and a 2022 Ipsos survey found that 83% of Gen Z turn to soothing YouTube content to relax. The oldest of this cohort are just 25 — yet they are a major force shaping global culture and consumption.
All-day comfort with nature streams
Armchair travel has never been easier: 90% of Gen Z say they’ve watched a video that made them feel somewhere else. Animal live streams and immersive 10+ hour nature films set to meditative music are go-to formats — and, by the comments, they help viewers fall asleep.
ASMR keeps hitting the spot
Autonomous sensory meridian response — whispering, soft sounds, placid visuals — looks obscure but the numbers don’t lie: more than 65 billion ASMR-related views in 2021. Even institutions joined in, with the V&A museum making ASMR sounds from its collection.
Nostalgia watching
Gen Z revisit older videos and favourite channels for a comfort boost — 69% often return to comforting creators and 82% have used YouTube to feel nostalgic. They’ll happily watch a creator clean, read, garden or cook for hours, set to calming music.
It’s the YouTube equivalent of rewatching a favourite film when you’re feeling unwell.
What it means for marketers
This is a generation coping with tension by pressing play. Marketers should be sensitive to that reality — be present where Gen Z are, partner with creators known for long-form soothing content, and make sure young customers feel safe and secure. It challenges every old stereotype about youth, loud music and short attention spans.
Source: Think with Google, Soothing videos: the surprising trend capturing Gen Z’s attention by Roya Zeitoune (September 2022). Survey data: Ipsos, 2022.
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