Stuck to their smartphones and accustomed to watching what they want, when they want, broadcasters have struggled to adapt to Gen Z’s TV viewing habits. But Skam, a Norwegian teen drama, is demonstrating how ‘real-time’ episodes and social media integration can keep teens hooked on a show.

In May 2015, more than half a million Brits tuned into BBC Four looking to escape their hectic everyday lives with an hour of birdsong or a canal journey. The BBC Four Goes Slow series showcased ‘slow TV’, featuring uninterrupted shows filmed in real-time. But why are people tuning in to slow down?

Reality dating show Love Island is gaining popularity year on year– particularly with Gen Y. The show is endearingly relatable, offering a snapshot of human life and it makes for compulsive viewing that brings people together. So how can brands tap into its cult following?

From playlists we hope no-one ever finds to the foods we only eat alone, everyone has at least one guilty pleasure. But does keeping quiet about one’s secret loves heighten the feel-good factor, or simply contribute to cultural snobbery? And how might brands rethink the use of guilt as an emotion?