91% of Gen Z believes there is no longer any mainstream pop culture, according to a study by Horizon Media.
To reach Gen Z, brands must focus on niche communities. Gen Z's gaming subculture has an estimated audience size of 14.3M.
The Streetwear X Gamers blend e-sports, fashion and entertainment to challenge the status quo. Influencers in this space include the likes of FaZe Clan, TSM, Cloud9 and more.
Gamer Girls are empowered to break down gender stereotypes through their interests in anime and online gaming. Popular influencers among them include Pokimane and SSSniperwolf.
There's one more subculture we think should be on the list- builders. Builders inhabit the world of Minecraft by creating digital builds for fun, garnering hundreds of thousands or even millions of views on YouTube.