Gen Z is the first generation that has had access to on-demand television content for a majority of their lives. Yet, questions still remain around how these digital natives actually consume content, as well as what their attitudes are towards video advertising in comparison to Generation X and Millennials. That is until now.
In our quest to better understand Generation Z, Hulu partnered with Tremor Video to survey over a thousand respondents ages 14-50 on their consumption habits and digital video advertising preferences. And, with the help of the Center of Generational Kinetics, the results provide a window into the variance in behaviors and preferences across three generations – Gen X, Millennials, and Gen Z.
What we uncovered is a transformative shift in attitudes and preferences among television’s next generation of viewers. From binge-watching, to using TV as a social capital, the future of TV is intertwined across a range of Gen Z preferences and behaviors.
A snapshot of some of the key findings:
- 70% of Gen Z respondents equate “watching TV” with watching via an online source.
- Gen Z is less likely to actively avoid watching advertising and over 50% said they don’t mind or actually enjoy watching TV ads.
- 60% of Gen Z respondents prefer to “binge” a show, watching multiple episodes at a time – compared to only 40% of Gen X.
- Gen Z is driven by a need to be “in the know” about TV in order to be part of the social conversation. 20% have posted about a show… without actually watching it!