New Research Report 2025

The End of the Feed Era: How Gen Z is Demanding Immersive Digital Experiences

New data from 2,000 Gen Z respondents reveals a generational shift in digital engagement - and what it means for brands in 2026 and beyond.

Key Findings

92%

of Gen Z are open to immersive digital experiences

87%

believe passive feeds can't deliver genuine connection

70%

want virtual worlds integrated into brand websites

59%

want their favourite brands to offer virtual experiences (only 5% feel these currently exist)

What You'll Learn

  • Why 87% of Gen Z say scrolling isn't enough and what they're seeking instead
  • How virtual worlds are moving from niche to mainstream expectation
  • The massive gap between Gen Z demand and current brand offerings
  • Concrete data on how immersive experiences drive engagement, brand perception, and revenue
  • Strategic recommendations for brands entering the post-feed era

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Trusted by industry leaders

"The data makes one thing undeniable: Gen Z expects more from brands than content. They want environments they can step into and interact with, not just messages they scroll past."

Andrew Douthwaite

Andrew Douthwaite

VP of Commercial at MSquared