In an effort to understand the future of television advertising, Tremor Video and Hulu partnered on a study to research the viewing habits of Generation Z compared to Millennials and Gen X. Gen Z is not only watching less television than their forebears but how they choose to access shows and movies is unique.
Even the language differentiates generations. The vast majority of Gen X say “watching TV” means access through cable or satellite whereas the majority of Millennials and Gen Z consider watching by an online source to qualify.
The reliance on streaming videos allows Gen Z to watch more at one time than through traditional cable or satellite. As reported in “How Gen Z Connects to TV: Exploring the Generational Divide in the Future of TV”, 60% of Gen Z watch multiple episodes in one sitting compared to just 44% of Gen X.
In an interesting twist, Gen Z is actually more receptive to advertisements and are the most likely to share video ads through social media. However, advertisers should be aware that Gen Z expects ads to be relevant to what they are viewing.
With 48% of Gen Z saying they watch less television than their parents, it would be wise to target ads thoughtfully. By advertising across platforms (48% of Gen Z say they browse social media while watching TV) and reducing ad loads, advertisers can reach Gen Z when it most counts.