GEN ZEN

H ow G e n Z h a s fo u n d pe a ce w i t h (C ) T V a d ve r t i s i n g

Everyone talks about how TV

is changing. But for Gen Z,
a generation of digital integrators
who only knows a world with internet, WHAT
there’s no “old” way of watching.
DOES IT ALL
They are digital video natives and MEAN FOR
in two years they will make up 20%
of the workforce, becoming the
TV CONVERGENCE
next coveted base of AND ADVERTISING?
OTT-first consumers.(1)
Our proprietary
study digs in.

TV, OR
NOT TV
TV is to d i g i t a l v i ew in g a s ra d io is to S p o t ify.
Strea m i n g a n d d i g i ta l a re t h e n ew n o r m a l — i t’s al l j ust T V.

Compared to Gen X,
84% OF ADULTS
Millennials and Gen Z are 14-50 EQUATE
more likely to think of TV
as accessing shows
STREAMING WITH
through digital sources. TURNING ON THE TV
as in, when they’re using their
AppleTV or PlayStation, they classify
this as “watching TV.”

What “watching TV” means by generation

Gen X Millennials Gen Z

54% 72% 70%

watching via online source

74% 63% 55%

watching via cable/satellite

BINGE, BABY, BINGE

Com p a re d to G e n X , Ge n Z p re fe r s to watch T V i n so l i d,
focu se d c h u n ks — a lm o st like a m ov ie w it h chapte rs.

ALMOST THEY’RE SERIAL

40% MONOGAMISTS
They‘re more likely to stick to a
MORE LIKELY single show until finishing a series
than watch a variety of different
TO BINGE shows’ episodes.
MULTIPLE EPISODES

TV IS SOCIAL CAPITAL
For G e n Z , it ’s a b o u t b e in g “ in t h e k now” abo ut
T V i n ord e r to b e p a r t o f t h e co nve rsati o n.

Reasons for watching a show

43% 32% 23%

just to talk about simply to to look smart
it with peers impress others

AND THE KICKER?

20%
HAVE POSTED
ABOUT A SHOW…
WITHOUT
ACTUALLY SEEING
THE SHOW

THE FUTURE WILL BE

TARGETED & NATIVE
For v i ewe r s a g e s 14 –2 1 , t h at ’s n o t a
m a r ke t i ng g im m ick ; t h at ’s a w h o l l y
ex p e c te d p a r t o f t h e v iew in g ex pe ri e nce.

In 10 years, TV ads will

completely match or reinforce
the show being watched:

Gen Z 43%
Millennials 32%
Gen X 28%

#EPICFAIL
Gen Z and Millennials have
a low tolerance for heavy
ad load. Keep it light.

ADS,
THEY'RE NOT EVIL
Be c a u se T V is They don’t hate ads
eve r yt h i n g st re a ming — in fact,

Gen Z
a n d d ig ita l
to G en Z, t h e i r ex p e c t at io n s

a re d i ffe re n t . Th e a d
exp e r i e n ce t h ey k n ow is
ta rge te d , re l eva n t , a n d
cont ro lle d .
likes ads.
It sounded cray cray to us, too,
until we triple-checked the data.

% who don’t mind or

enjoy watching TV ads

Gen Z 54%
Millennials 45%
Gen X 43%

WHY?
THEY SEE ADS
AS CONTENT
AND WILL
SHARE THEM
SOCIALLY THE
SAME WAY.

GEN Z WATCHES LESS TV

COMPARED TO THEIR PARENTS.

BUT AS THE DEFINITION

OF “TV” EVOLVES,
INCLUDING THE NATURE OF
CONTENT AND ADS,
IS CONSUMPTION DECLINING
OR JUST EVOLVING?

For media inquiries or more information, please contact:

Ivy Chen at MWWPR ichen@mww.com
or Brianna Gays at Hulu brianna.gays@hulu.com

Source: Tremor Video | Hulu “How Gen Z Connects to TV: Exploring the
Generational Divide in the Future of TV” [i] Joseph Coombs, “Generation Z:
Why HR Must be Prepared for Its Arrival,” HR Magazine. (Spring 2014): 20.