Teens in the UK and Germany are more likely to respond positively to branded content than older demographics, according to new research.
A study from Kantar Millward Brown shows that the Generation Z demographic (aged 16 to 19) were more favourable towards many types of branded content than Gen Y (20-34) and Gen X (35-49) in the UK and Germany.
However, the same could not be said for teens in France, Italy and Spain, where they were not noticeably more positive towards this type of content, eMarketer reports.
UK teens were most positive towards social newsfeeds, followed by branded events and social celebrity content.
Sentiment was similar in Germany, where branded events were the most popular form of branded content among Gen Z.
Snapchat appears to be an especially popular platform for branded content consumption. According to research by Snaplytics, more than half of Snapchat users will open a brand's story, with 85 per cent of them watching the entire thing.