Discord: The community conversation revolution

This report from our team at M+C Saatchi Talk explores how 13 to 22 year olds engage with Discord, offering both quantitative and qualitative insights into their relationship with the platform. Partnering with Gen Z & A expert Chloe Combi, we surveyed 500 young people across the UK, analysing their social media habits and the role Discord plays in their digital lives.

Unlike traditional social platforms, Discord fosters smaller, interest-based communities through invite-only servers, making it a hub for niche conversations beyond just gaming. With no ad-driven distractions, its user-driven model presents opportunities for brands to engage authentically. This study uncovers the platform’s growing influence on youth culture and digital interaction.