The media lifestyle of Gen Z is tracked by the ‘Focus generation next’ report and which was released by Horowitz recently. This report uncovers notable differences in the media lifestyle of Gen Z between 18 to 24 years old as compared to their younger counterparts who are between 13 to 17 years old. For example, Gen Z overall split their video viewing time rather evenly between non-TV content such as user-generated videos, and professional TV content. Gen Z between 18 to 24 years old is more likely to spend a greater proportion of viewing time with professional TV content, while Gen Z between 13 to 17 years old spends a greater proportion of their viewing time with non-TV content.
Gen Z between the age group 18 to 24 spend more time with professionally produced TV content than 13 to 17 years Gen Z. They access all that content through all types of media platforms. These platforms include traditional cable satellite services, virtual cable satellite services like sling TV or Hulu with live TV, and free streaming services. The smartphone is the device to which content is streamed the most every day almost every day by both Gen Z age groups.
Younger Gen Z is less likely to be watching video content on those platforms or devices than older Gen Z. this younger Gen Z is likely to have gaming consoles, Amazon echo shows, and TVs to watch content they like. Lower usage of some services like paramount, Hulu peacock, etc., because these services are mostly used by Gen Z between 13 to 17 and they are dependent on their parents in which services they can use. Gen Z between the age group 18 to 24 years old is more able to make their own decision about the services they want to subscribe to.
The age group between 18 to 24 enjoys a wider range of streaming options as compared to the age group between 13 to 17. The ‘Focus generation next 2022’ report gives insight into Gen Z’s behavior and relationship around video content (eSport, user-generated, long-form, etc.), relationship with brands and entertainment, and what brands need to consider when looking to engage these politically aware digital natives. This survey was published in November 2022 among 800 Gen Z 13 to 24 years old.
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