Gen Z engages with TV differently than any other generation. To reach them, advertisers need to embrace a true omniscreen approach, measure everything, and stay nimble with their targeting strategies, Samba TV assured in its latest report. According to the survey, which was conducted online within the United States from March 23-27 of this year among 2.506 adults in the country, 8 in 10 Gen Zers watch TV via streaming services, and 65% of Gen Z does not have a cable subscription. A mobile-first generation, 92% of Gen Z streams video on mobile.
At the same time, the study revealed that Gen Zers are not afraid of ads: 88% of Gen Zers who stream watch AVOD streaming services. However, cycling subscriptions is a commonplace for this generation, with 59% of those surveyed planning to change their subscription in the next six months.
Social media and entertainment platforms are key to engaging Gen Z, as social media is the number one way Gen Z hears about new shows and movies. According to Samba TV, advertisers looking to drive tune-in among Gen Z should seek out culturally relevant opportunities across screens to supplement campaigns.
Furthermore, 76% of Gen Z uses social media for ideas of what shows to watch. Moreover, 85% of Gen Z looks at a mobile device while watching TV, 47% shops online while watching TV, 44% has paused an ad on the TV to go look up a product or make a purchase, and 34% has purchased a product through a QR code shown on a television ad.
“It has always been important for advertisers to drive performance, but a necessity today is how well you can reach Gen Z — a highly elusive segment of the population. This generation is reshaping how content is consumed across every screen, highlighting a critical need for advertisers to embrace an omniscreen approach that connects all the dots of where these audiences watch TV today,” said Ashwin Navin, Co-founder and CEO of Samba TV.