Why Video is Gen Y’s Preferred Learning Method—and Why In-Video Search Is a Game-Changer
As digital natives, Millennials (also known as Generation Y) have fundamentally reshaped how content is consumed—and more importantly, how they prefer to learn. Born between 1981 and 1996, this cohort grew up alongside the internet, smartphones, and on-demand everything. Unsurprisingly, video has emerged as their learning medium of choice.
But video on its own isn’t enough anymore. To keep up with Gen Y's expectations for speed, relevance, and personalization, in-video search has become an essential tool that transforms passive watching into active, efficient learning.
Numerous studies have shown that Millennials favor video content over text when it comes to learning new skills or researching products. According to a report by Wyzowl, 91% of people say they want to see more online video content from brands, with Millennials leading this demand Wyzowl, 2024. YouTube, for instance, is the second-most visited website in the world, and it’s frequently cited as the go-to platform for tutorials, how-tos, and product reviews.
Millennials gravitate toward video for several reasons:
Visual-first thinking: Studies in educational psychology suggest that people retain 95% of a message when it’s delivered via video, compared to just 10% when reading it in text Forbes, 2017.
Time-efficiency: Video allows for rapid consumption of complex ideas, with visual and audio cues enhancing comprehension.
On-demand culture: Gen Y expects information to be available when and where they need it—without delay.
Even though video is highly effective, long-form content can create a friction point. Watching a 20-minute demo or webinar to find a single relevant insight feels inefficient. This is where in-video search steps in as a transformative technology.
With in-video search, viewers can type a keyword or phrase and jump directly to the moment in the video where that term is mentioned. It’s essentially Google, but inside your video player.
Speed and Self-Direction: Gen Y values control over their learning journey. In-video search empowers them to navigate rather than consume, jumping straight to the part that answers their specific question—just like searching a document.
B2B Relevance: In sales or customer success scenarios, decision-makers don’t have time to watch full demos. Platforms like Omedym enable searchable video and PDF content, giving prospects immediate answers, increasing engagement, and shortening sales cycles.
Data-Driven Insights: When users search within a video, their search behavior becomes valuable data. It highlights what they care about most—providing marketing and sales teams with actionable insights into buyer intent.
Improved Learning Outcomes: In educational settings, in-video search has been shown to improve retention and engagement by reducing cognitive overload. Students can revisit complex topics instantly, improving comprehension and recall.
For Gen Y, video isn’t just preferred—it’s expected. But to truly serve this audience, video must evolve. Passive playback is no longer enough. By adding in-video search, we empower users to control their journey, accelerate learning, and engage more deeply with content.
As platforms adopt this capability, they'll not only meet Millennial expectations—they’ll elevate the entire user experience for the digital-first era.