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Vince Bucci, Metropolitan Museum of Art / AP

Long gone are the days and influence of television stars like Raven Simone, Hillary Duff and Miley Cyrus — today YouTube celebrities like Smosh and PewDiePie and social media wizards like Gigi and Bella Hadid or Kendall and Kylie Jenner have captivated younger audiences.

Why it matters: HBO, Disney, Nickelodeon, Netflix, Amazon Prime and YouTube are all fighting to win over young viewers to their streaming services. In the past, Disney and Nickelodeon captured the youngest audiences and produced the hottest tween celebrities. But with the trends toward streaming and Gen Z watching less TV in general, according to Nielson, the game has changed.

The stats:

  • 95% of Generation Z uses YouTube — making it the most used app, Axios' Sara Fischer reported.
  • 19% of respondents from Generation Z listed YouTube celebrities as role models, according to a survey by Nickelodeon. YouTube stars were a less popular choice than mom (78%), dad (58%) and grandparents (26%), but out-ranked teachers (18%).
  • 95% of Gen Z respondents in a Defy Media survey said they couldn't live without YouTube. Instagram was the second most necessary social media app with 69%.
  • Adweek listed Gen Z's top influencers, which included Gigi and Bella Hadid, Amandla Stenberg, Fifth Harmony and Shawn Mendes, almost all of whom leveraged social media to reach their celebrity influencer status.

Meanwhile:

  • Disney Channel and Freeform have lost around 4 million subscribers in the past three years. Disney Channel's ratings among 2-11 and 6-14 year olds fell 23% in prime time between January and June, according to SNL Kagan. This is partly due to streaming some of their content on Netflix. However the company plans on pulling from Netflix to start their own streaming service in 2019.
  • Nickelodeon has also seen numbers drop. Between 2013 and 2015, Nick at Nite lost 28.1% of its viewers, including 541,000 of its 2-17 year old viewers, according to Nielson. Nickelodeon also has been streaming its content on Amazon Prime, and also has it's children's shows on Noggin, a subscription streaming service for kids.
  • With Freeform — formerly ABC Family — viewership was down 25% in the 12-17 year old category for those same months, and the 18-34 age group dropped 20%.

What's missing: What we don't know is how Disney and Nickelodeon shows perform on popular streaming services because Netflix, Amazon and Hulu keep their viewership numbers confidential.

Go deeper

"Atmospheric river" swings Northern California from drought to flood

Satellite view of the bomb cyclone swirling off the coast of the Pacific Northwest and the atmospheric river affecting California on Oct. 24. Photo: CIRA/RAMMB

A series of powerful "atmospheric river" storms are delivering historic amounts of rainfall across parts of drought-stricken California and the Pacific Northwest — triggering widespread power outages and flooding.

Why it matters: The strong atmospheric river, packing large amounts of moisture, is causing Northern California to whiplash from drought to flood.

Updated 2 hours ago - World

Saudi dissident claims MBS said he could get "poison ring" to kill king

Saudi Crown Prince Mohammed bin Salman attending the Saudi Green Initiative Forum, via video link, in Riyadh, Saudi Arabia on Saturday. Photo: Royal Court of Saudi Arabia/Handout/Anadolu Agency via Getty Images

A former senior Saudi intelligence official who worked with the U.S. on counterterrorism alleged to "60 Minutes" in an interview broadcast Sunday that Crown Prince Mohammed bin Salman discussed in 2014 killing the kingdom's then-monarch.

Why it matters: The claim by the exiled Saad al-Jabri, whom Saudi authorities describe as "a discredited former government official," that the crown prince, known as "MBS," allegedly said he could obtain a "ring from Russia" to carry out the attack, is one of several serious but unproven allegations he made on the CBS show.

“You blew it”: GOP activist turns on corporations over vaccine mandates

The chairman of the American Conservative Union said on "Axios on HBO" he accepts "Joe Biden is my president, and I want him to succeed," but predicted Republicans retake the House and Senate in 2022 — with greater than 50% odds Donald Trump runs in 2024.

The big picture: In a joint interview with his wife, Mercedes, Matt Schlapp also refused to share their vaccination status. And he told corporate America "you blew it" by embracing vaccine mandates and liberal social stances that have alienated GOP voters and politicians.