The Driver’s Seat Is the New Studio: 4 in 10 Gen Z Film Social Content in Their Cars

The Driver’s Seat Is the New Studio: 4 in 10 Gen Z Film Social Content in Their Cars

• Half (48%) of Gen Z say they’re seeing more content filmed in cars on social media than in the past, suggesting a clear trend
• 39% of Gen Z have reportedly captured content to post on social media in their car, compared to 27% of Millennials
• Car-based content is seen as more authentic to Gen Z - 32% say it feels less staged, while 35% say creators appear more relatable
• While the majority prioritise safety - 53% only film while parked with the engine off - Cazoo is encouraging even greater awareness with a dedicated guide for this new generation of ‘Car-ators’

MARCH 11TH, LONDON, UK - Move over bedroom backdrops and professional studios - the car is fast becoming the studio of choice for Gen Z influencers.

New research from Cazoo reveals that 39% of Gen Z have filmed or captured social media content from inside their car, with this dropping to 27% of Millennials and just 10% of Gen X.

For Gen Z, the car is no longer just a way to get from A to B - it’s a private, adaptable space for creativity. Over half (52%) of Gen Z say they’ve seen more content filmed in cars recently than in the past, with 36% of these saying they’ve noticed the increase in car content over the past 3 months - suggesting the trend is accelerating at speed.

So why are audiences tuning in? Among Gen Z, 32% say car-based videos feel less staged, 31% say they feel more spontaneous and real, 35% say creators come across as more relatable and 26% say it feels like a private conversation.

The stripped-back setting appears to resonate with viewers craving more unfiltered, authentic moments online. For many young creators, the driver’s seat has become the new director’s chair.

Importantly, safety remains a priority. Among those creating content, over half (53%) say they only film while parked with the engine off, while 32% only film when someone else is driving.

As the trend grows, Cazoo is encouraging creators to ensure creativity never compromises safety, reinforcing responsible habits behind the wheel.

Charlie Harvey, Motoring Expert at Cazoo, said: “Cars have always meant freedom for young drivers — what’s changed is how that freedom is expressed. For many Gen Z motorists, the car is one of the few spaces that feels truly theirs, so it’s natural that it’s become somewhere they share music, opinions, and everyday moments.

Modern cars also make that easier - they’re quieter, more comfortable, and better connected than ever. It’s encouraging to see that many young drivers are already choosing to film responsibly, and our guide is there to help make sure creativity and safety go hand in hand.”

To support this new wave of ‘Car-ators’, Cazoo has published a dedicated guide outlining the key dos and don’ts of filming content in cars - helping creators stay safe while producing engaging content.

As cars increasingly become an extension of identity and lifestyle, Cazoo helps buyers find the right car for their unique needs - whether that’s a practical commuter, a first car, or a space that doubles up as a content hub.

END

Contact us:

For more information, please contact cazoo@vccproar.com

The Study

Research was commissioned by Cazoo and conducted by Mortar Research amongst 2000 UK Motorists, from Friday 17th February - Monday 19th February 2026.

About CAZOO

The Cazoo brand was acquired by MOTORS in June 2024 and relaunched as a used car marketplace in April 2025, with more than 200,000 listings from a network of over 5,000 dealers. With a brand new mobile app, it has become the flagship brand in the MOTORS network, aimed at challenging the dominance of the current market leader, providing more options and choice for UK car-buyers and car dealers. A particularly well-known brand, Cazoo, is still recognised by six in ten UK consumers and helps buyers find the right car for their unique needs and lifestyle.

Cazoo joins the likes of MOTORS, eBay, Gumtree and Parkers in the expanding MOTORS network, providing greater visibility for car dealers.MOTORS is an advertising ecosystem that helps dealers reach millions of in-market car buyers and sell cars fast. It provides dealers access to multisite advertising across some of the UK’s best-loved destinations for used cars. Since 2021, MOTORS has been owned by O3 Industries and Novum Capital.