Gen Z are consuming more media than any other generation, but the where, how, and why of what they’re watching have all changed. With online streaming platforms, bite-sized content, and programmes designed specifically for smartphones, how is the TV market pivoting to cater to Gen Z tastes?
Adrian Hoole is head of customer engagement at Proximity London. He specialises in the practical application of behavioural economics for brands, including the BBC, Lloyds Bank and Volkswagen.
Joey Bartolomeo is an editor, writer, consultant, and former executive editor of Seventeen magazine. She has more than 20 years of experience as a magazine writer and editor, covering entertainment, fashion, beauty, and fitness. She has held staff positions at Self, People, Us Weekly, Allure, Harper's Bazaar, and Condé Nast Women's Sports & Fitness (originally Condé Nast Sports for Women).
Josh is XYZ University's director of Gen Z Studies, an international keynote speaker, co-author of XYZ University's research papers 'Ready or Not – Here Comes Z' and 'Teaching Gen Z: Everything we wish schools knew about our generation and education', and he's the host of The Gen Z Podcast.
With the volume of content increasing and attention spans dropping, entertainment brands are under pressure to find new ways to engage with Gen Z. With 2.5 million subscribers on YouTube, Brat has succeeded in creating original TV shows that are relatable and available to an audience on-the-go.
Vine and Snapchat may have popularised the short video format on social platforms, but TikTok has broadened the medium’s potential, allowing users to join viral crazes with just their phones. As Gen Z’s attention spans shrink, the app offers an easy way to participate in a wider digital community.
Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?
In a move that may seem surprising for a grocery store chain, Trader Joe’s has launched a YouTube channel – with its characteristic playful tone. The channel offers what a lot of young people look for online: content that’s easy to consume, in a meme-friendly format, with a hint of absurdist humor.