It is still common to hear people talk about Millennials as if it is one amorphous group. In actual fact, Millennials are now 2 entirely distinct generations, not 1. In addition to the core Millennials we now have a new generation of younger consumers born on or around 2000. This is Generation Z, the ‘true Millennials’ if you like. MIDiA recently deep dived into the behaviours and characteristics of this group in a piece of research for the BPI and ERA. In it we explored technology and media trends for 0-11 year olds, 12-15 year olds and 16-19 year olds. You can download the full report here. I’m going to deep dive into 1 key idea here: YouTube vs Spotify.