As Pakistan transitions into a digital-first world, media consumption is being revolutionized by Gen Z—the bold, hyper-connected generation that now sets the pace for how brands must communicate. With a sharp pivot from traditional media to short-form, on-demand digital content, brands are rethinking not just how they advertise, but how they stay relevant.
A Media Revolution Fueled by the Young
Pakistan’s media landscape has changed dramatically over the past two decades. The early 2000s marked a shift from a state-run television monopoly to a diverse range of private channels offering entertainment, news, and regional programming. TV quickly became the go-to medium for advertisers, reaching up to 85% of households with high-impact content like Ramzan transmissions, game shows like Jeeto Pakistan, and drama serials.
But the digital wave, accelerated by the introduction of 3G and 4G in 2014, changed everything. Smartphone penetration skyrocketed, opening the door to global platforms such as YouTube, TikTok, Instagram, Facebook, and OTT streaming services like Netflix, Prime Video, and local apps such as Tapmad, ARY Zap, Tamasha, and Begin.Watch. These platforms offered mobile-first, on-the-go, and hyper-personalized content experiences that Gen Z quickly embraced.
Meet Gen Z: The Digital Natives Disrupting Norms
Born between 1997 and 2012, Gen Z—also known as the iGeneration or Centennials—makes up nearly 30% of the global population and over 64 million people in Pakistan. They’re bold, purpose-driven, fiercely authentic, and incredibly self-aware. More importantly, they’re rewriting the rules of content consumption, marketing engagement, and brand loyalty.
Gen Z doesn’t just consume media; they live in it. With 71.7 million active social media users in Pakistan, platforms like TikTok, YouTube, and Instagram aren’t just entertainment—they’re communities, stages, and marketplaces all rolled into one. TikTok alone boasts over 54 million local users, while WhatsApp remains key for communication and Discord is gaining traction for its interactive and youth-centric features. Even memes are a serious form of cultural dialogue.
Pakistan’s Social Media Landscape (2024)
| Platform | Users (Millions) | Avg. Daily Usage (Minutes) |
| TikTok | 54.3 | 206 |
| 44.5 | 121 | |
| 17.3 | 163 | |
| Snapchat | 30.2 | 117 |
| 12 | 100 | |
| X (formerly Twitter) | 4.5 | 120 |
From Scrolls to Sales: How Gen Z Shops and Engages
Gen Z moves fluidly between digital and physical worlds, often starting their buying journey online—researching products through influencer content, peer reviews, and memes—before making a purchase. While traditional TV still holds some value for mass reach, it’s digital that drives engagement and conversions.
They crave authenticity over gloss. Flashy celebrities or forced trends don’t work. What clicks is content that “hits different”—personal, real, and culturally in tune.
Key Traits of Gen Z That Brands Must Understand
- Authenticity Is Everything
They follow creators like Irfan Junejo, Moroo, and MrBeast not because they’re flashy, but because they’re real. Any brand that feels overly “boujee” or fake gets scrolled past fast. - Hyper-Personalization Wins
Gen Z expects algorithms to serve up content that feels tailored to them. Generic messages fall flat. - Short-Form, Mobile-First Content Is King
With attention spans shorter than ever, brands have mere seconds to make an impact. That’s why TikTok, Instagram Reels, and YouTube Shorts are dominating. - They Buy with Purpose
According to McKinsey, 73% of Gen Z prefers brands that align with their ethics, and 9 out of 10 believe companies must take a stand on environmental and social issues. - Social Validation Matters
Likes, shares, and comments are modern-day currency. However, this obsession with validation also poses concerns around mental health, making authenticity and empathy even more important. - Digital-to-Physical Shopping Journeys Are Blended
While digital influences dominate, Gen Z still enjoys physical shopping if it feels seamless and genuine. Convenience is crucial—mobile-first services make or break experiences.
Telecoms and Brands: Evolving Together
Telecom providers were among the first to sense the shift. Companies like Jazz even launched their own OTT platforms like Veon. While these efforts were met with mixed success, what stuck was the need for affordable, high-speed data—especially as video consumption soared.
For brands, this means one thing: understand the ecosystem or be left behind.
Where Advertising Is Headed
Traditional TV still holds value, particularly for high-reach campaigns. But its role has changed. Now, digital media is where real engagement happens. In 2023, digital advertising in Pakistan reached Rs 25 billion out of a total Rs 80 billion ad spend—a share expected to grow.
Digital offers what TV can’t: personalization, real-time feedback, and measurable ROI. Social commerce is also booming, with platforms like Facebook and Instagram integrating seamless e-commerce capabilities.
The Bottom Line: Stay Real, Stay Relevant
Gen Z doesn’t want to be sold to—they want to be part of the story. They expect brands to reflect their values, speak their language, and adapt to their evolving digital-first lives.
In this race for relevance, only those who stay culturally aware, digitally agile, and authentically engaged will succeed. Because in Gen Z’s world, brands need to be “skibbidi riz”—not stuck as a “skibbidi Ohio.”
Sources:
DataReportal 2024 (via We Are Social & Meltwater)
McKinsey Insights – Asia Pacific 2025
Pakistan Advertising Review, Journal of Media Studies, Digital Marketing Journal, Telecom Times
