MaryLeigh Bliss, Chief Content Officer at YPulse, discusses findings from two reports: the Social Media Monitor tracking platform usage trends and a deep dive into YouTube's role in Gen Z's lives. While marketers have focused intensely on TikTok, YouTube has maintained steady relevance as a multimodal platform serving simultaneously as entertainment hub, search engine, TV replacement, and trusted information source. The conversation examines how young people navigate six platforms at once, each serving distinct purposes, and why YouTube's embedded presence since childhood creates advantages TikTok hasn't replicated. Bliss explains shopping behavior shifts, the rise of reposting over creating, and why YouTube creators command more trust than traditional public figures.