Younger audiences are reshaping the television landscape by actively embracing interactive features that blend entertainment with social media and commerce, according to Horowitz Research’s latest 'State of Media, Entertainment & Tech: Viewing Behaviors 2025' report. This generational shift in viewing behavior is not only increasing engagement but also unlocking new commercial pathways for content providers and advertisers.
The report, based on a nationally representative survey of 2,000 U.S. adults conducted in March 2025, finds that nearly half (48%) of all TV viewers engage with social media either during or after watching a show. Among younger demographics, this behavior is significantly more prevalent: 55% of viewers aged 18–34 and 53% of those aged 35–49 interact with TV-related content on social platforms, compared to just 39% of viewers over 50.
Real-time participation is also gaining traction. More than one-third (36%) of viewers share live reactions—such as emojis and comments—while watching a show or event on a platform. This trend is particularly strong among younger viewers, with over 40% of 18–34-year-olds engaging in real-time interaction, compared to roughly one-third of 35–49-year-olds and only 11% of viewers aged 50 and older. Online watch parties are also rising in popularity, with nearly 30% of viewers joining or hosting virtual meetups via services like Hulu Watch Party.
These behaviors signal a broader demand for more immersive and socially connected viewing experiences—especially among younger generations who are inherently multiplatform, trend-driven, and expect real-time dialogue with content and brands. Adriana Waterston, Executive Vice President and Insights & Strategy Lead at Horowitz Research, stated: “For today’s younger viewers who are inherently multiplatform, enjoy participating in trends, are used to immediate gratification, and expect to have a two-way dialogue with brands, interactive ways to engage, share, and even shop while watching is not just an acceptable way to advertise, it is an expected and welcome aspect of engagement with TV content.”
Commerce is increasingly embedded into the viewing experience. One-third (34%) of all TV viewers report having purchased merchandise, collectibles, or fashion inspired by a movie or TV show. Moreover, 31% of viewers say they have shopped for products related to what they are watching using QR codes or links embedded in the show itself. Younger viewers are the most commercially engaged: 45% of 18–34-year-olds report buying products directly tied to the content they consume, compared to 35% of 35–49-year-olds and just 19% of viewers over 50. Sports content in particular has seen this behavior translate into real-time transactions, with nearly one-third of viewers purchasing merchandise during live games or events.
The implications for content developers, streaming platforms, and advertisers are clear. As interactivity, community, and commerce converge, the traditional passive viewing model is giving way to a "lean-in" experience—where the screen becomes not just a destination but a dynamic, transactional ecosystem. According to Waterston, “Brands should be working with content providers to explore innovative ways to make brand engagement and v-commerce an inherent part of the audience’s viewing experience to make themselves stand out for Gen Z and other young consumer segments.”
The report highlights the urgent need for media companies to evolve. From integrating clickable shopping features to enabling real-time fan interactions, the next frontier of television will be defined not just by what is watched—but how viewers participate in, respond to, and transact around it. For brands and platforms alike, tapping into this shift is no longer optional; it is central to staying relevant in an attention economy driven by interaction, immediacy, and personalization.
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