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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
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.”
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.
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
likes ads.
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 It sounded cray cray to us, too,
cont ro lle d . until we triple-checked the data.
Gen Z 54%
Millennials 45%
Gen X 43%
WHY?
THEY SEE ADS
AS CONTENT
AND WILL
SHARE THEM
SOCIALLY THE
SAME WAY.
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.