We are excited to release a proprietary study in conjunction with Hulu exploring Gen Z's ad receptivity on Connected TV. Gen Z is the first generation that has grown up with on-demand television content availability for most of their lives. Despite this fact, very little is known about how they consume Connected TV (CTV), and what their attitudes are around advertising in the CTV environment.
We sought to understand the variance across generations, not only around ad receptivity but also media behaviors. Specifically we wanted to discover:
- Consumption behaviors and usage of Linear TV vs. Connected TV by generation, with a focus on Gen Z, to gain insight into future implications for the Linear, OTT, SVOD, and streaming marketplaces.
- Generational habits, behaviors, and perceptions of consumers toward connected TV and advertising via Connected TV to gain a better understanding of how advertising models may need to evolve.
From binge-watching to TV as social capital, some of the results surprised us—and have strong implications for the future of TV. Make sure you understand what Gen Z is all about. The future of TV is intertwined with their preferences, behaviors, and whatever/whenever whims.
Want to go deep and get the full story? Download the full white paper here.