Youth’s watching habits : How is Gen Z consuming video? (2024)

[1] Magnifi Whitepaper 2023. It’s Gen A-Z, not just Gen Z: How AI highlights help the sports industry serve its most important audiences.p.8

[2] It’s of course not the case of sports events that brings large numbers of viewers creating peaks and challenges to streamings with quality. But not only sports, many other live events brings millions of people to an appointment view. The last Eurovision Song Content counted with a final watched by 11 million viewers. https://www.theguardian.com/tv-and-radio/2023/may/14/this-years-eurovision-is-most-watched-final-in-song-contests-history-say-bbc

Compared to prior generations, Gen Zers are more inclined to watch streaming services like Netflix rather than traditional television. They are also less committed TV watchers. They are more inclined to fast-forward through and only watch their favorite scenes or the most well-liked episodes. They prefer short-form videos and they are more prone to multitask while watching, often switching between different devices and screens at the same time. But what’s more important to retain is this shift towards streaming pushed the audiences into an active or engaged viewing state.

In terms of content, according to the latest study by Morning Consult [3], Generation Z prefers to get their news through video content, with 70% of 13-17 year-olds choosing videos as their main source of information. This age group is more interested in lifestyle and entertainment news, such as music, food, TV shows, and movies, as opposed to traditional news topics like politics and economics. The younger generation is also more likely to use social media to stay informed, showing a shift away from traditional news sources like television and cable channels. As Generation Z ages, their interest in health and well-being news is expected to increase, while their interest in finance and politics is likely to remain low.

Not only can viewers choose what and when to watch, but digital media consumption has also led to interactive content offering more control. For example, YouTube allows users to comment, create playlists and produce their own content. Many streaming services offer personalized recommendations based on user preferences. This trend towards greater engagement is expected to continue as technology advances and more consumers opt for streaming services. As a result, content creators and streaming platforms must focus on creating interactive experiences that are tailored to individual user interests. This means developing features like live chat, social media integrations, personalized recommendations, and more in order to keep viewers engaged with their video content. By doing so, streaming services can continue to foster an engaging environment for their viewers while also providing them with the ultimate entertainment experience.

A recent article in The New York Times highlighted the growing trend among Americans of subscribing to, watching, and then canceling streaming services, a behavior that is becoming increasingly common.

With a multitude of streaming options available, over 29 million subscribers in the US have canceled three or more services in the past two years. This shift in consumer behavior signifies a move away from traditional provider loyalty towards a more impulsive and adaptable approach.

The impact of this trend extends beyond revenue and content investments for major media companies, as it poses challenges in retaining customers amidst rising competition. The key factor driving these changes is the content itself, as viewers seek engaging and compelling shows to keep them subscribed.

Gen Z, at the forefront of changing video consumption habits, values personalized, diverse content and looks for value in their streaming choices. Adapting to their preferences and the evolving market dynamics will be essential for industry players to stay competitive in the future.

Gen Zers are increasingly streaming video, but it’s also increasingly difficult to capture their attention. According to Emarketer, “It takes just 1.3 seconds for Gen Z to lose active attention for ads—less time than any other age group, according to a global study by Yahoo and OMD Worldwide. This means that branded content needs to grab their attention immediately, or risk being passed over for something else.”

Moreover, the study highlights the importance of creating compelling and engaging ad content that resonates with Gen Z, as traditional methods are at risk of being overlooked or ignored by this tech-savvy and discerning audience. That means that with Gen Z’s preference for tailored and personalized experiences, ads that are relevant, creative, and quickly captivating will be more effective in connecting with this audience and avoiding being disregarded or skipped entirely.

This year, Broadpeak showcased Dynamic Ad Insertion presented innovative solutions like the Click2 technology, reshaping interactive targeted advertising for video streaming services, aiming to enhance viewer engagement and monetization and the Spot2Spot feature, allowing for live addressable TV monetization at the spot level. Through a partnership with TF1, Broadpeak is driving advancements in ad insertion within the video streaming industry, offering tools for video service providers to create engaging ad content that appeals to Gen Z viewers and maximizes revenue opportunities in the evolving streaming landscape.

Streaming was growing before 2020, but had a real boom during the COVID-19 Pandemic. New technologies, new streaming services in the market, and especially the pandemic, have inserted those new habits into the previous generations too. Even those generations used to “appointment viewing” got accustomed to the convenience and flexibility of a tailed experience of on-demand streaming. People normally don’t want, or can’t, make time to watch a show at the time of its original broadcast[4]. These behaviors persisted despite the end of the pandemic and represent a massive shift in the global television audience.

The massive growth of streaming video, initially driven by the pandemic, has now slowed down as numerous platforms and content options saturate the market with OTT subscriptions. This poses new challenges in terms of monetization.

Different segments of the streaming universe exhibit varying consumption patterns, with a shift towards free content and an increase in viewership on platforms like YouTube and social media. This emphasizes the need for platforms to target diverse audiences through tailored content to further expand their user base.