The divide between viewing habits for older versus younger generations continues to deepen, which means advertisers may need to embrace new media strategies in order to fully capture Gen Z and millennial consumers’ attention.
While viewership has been shifting from linear TV to connected TV, and streaming platforms broadly, the medium is particularly impactful for reaching Gen Z and millennial viewers. Perhaps unsurprisingly, both age groups spend over half of their time consuming video content on connected TV, while Gen X and Boomers still watch mostly on broadcast and cable, according to new research from Magna Media Trials and Samsung Ads.
Engaging Gen Z and Millennials is far more complex than simply shifting spend from one platform to another, and each group shows unique viewing habits compared to one another as well. For example, a Gen Z viewer watching TV throughout the day was attentive to the most ads during late night TV (12 a.m. to 6 a.m.), followed by daytime hours (10 a.m. to 4 p.m.). The opposite is true for millennials: ads were most viewed during primetime hours (7 p.m. to 12 a.m.).