An Analysis of YouTube Turkey Viewers' Consumption Habits and Artificial Socialization

Digital platforms have increasingly become integral to modern social life, fundamentally reshaping how individuals interact, communicate, and consume media content. This transformation is particularly pronounced among Generation Z, the crowd born and raised among rapid technological advances and digital innovations. For this generation, platforms like YouTube are not merely sources of entertainment but key spaces for social engagement, identity formation, and information gathering. In Turkey, where digital media usage continues to expand rapidly, understanding the behaviors and motivations of Gen Z users on YouTube is essential for grasping broader socio-cultural dynamics. This study investigates the reasons behind YouTube usage among Turkish Gen Z, exploring their content preferences and the gratifications they seek, such as entertainment, social connection, and informational needs. Drawing on the theoretical framework of Uses and Gratifications Theory, the research reviews existing literature to map out how YouTube caters to diverse individual demands and shapes audience engagement. Furthermore, it examines the broader consequences of this engagement, highlighting both the empowering aspects of instant gratification and content diversity as well as potential drawbacks like digital loneliness and superficial social interactions. By situating these findings within Turkey’s unique cultural context, the study emphasizes the necessity for comprehensive research into the complex relationship between young users and digital platforms, aiming to shed light on how these technologies influence social behaviors, cultural consumption, and psychological well-being. The findings of the study indicate that YouTube serves as both a space for social connection and a medium that reinforces digital loneliness among Turkish Generation Z users. While the platform satisfies entertainment and social needs, it simultaneously cultivates a sense of artificial sociality, where interaction often remains one-sided and superficial. These results underline the ambivalent nature of digital engagement, which both connects and isolates users within contemporary media environments.