Originally coined by MOJO Ad, “YAYA” refers to 18- to 24-year-olds—consumers at a pivotal life stage where they’re shaping their identities and brand loyalties. The State of the YAYA is an annual report offering marketers deep insights into this demographic.

As part of Team Encore, I helped uncover YAYAs’ complex relationship with entertainment—spanning music, streaming, and gaming. Our findings revealed that entertainment isn’t just a pastime; it’s a powerful tool for self-discovery and emotional processing. From this insight emerged…