During Conecta Fiction & Entertainment 2023, Omdia showcased the "How to Reach the GenZ?" session. New exclusive research from the company revealed YouTube, TikTok, and Twitch are the most popular video services for the under-25 age group in Spain. Netflix continues to be popular with all other age groups.
Unveiling the latest research from Omdia on trends across the generation Z (gen Z) market at Conecta Fiction & Entertainment 2023 in Spain, Omdia Senior Director, Maria Rua Aguete, said: "TikTok, YouTube, and Twitch are dominating the gen Z market. Netflix remains a key player and appears in all the other age groups but not with Gen Z."
TikTok has been enhancing its services across several entertainment categories. It was the official entertainment partner of the "2023 Eurovision Song Contest" in Liverpool, UK, through a partnership with the European Broadcasting Union. It offered exclusive content from the event with live performances, interviews, and behind-the-scenes scoops. This activity generated 4.8 billion views on TikTok and 540 million views of official videos on TikTok, Twitter, Instagram, and Facebook.
TikTok expanded its presence in the soccer market in June 2021 with its global sponsorship of the delayed UEFA Euro 2020 championship, a deal that it regards as a precursor to other marketing deals in soccer, followed by different deals for UEFA's Women's EURO 2022. TikTok also partnered with broadcasters, players, and pundits to create a pipeline of unique content for its platform.
Summarizing the market, Rua Aguete said: "As a creator or distributor in Spain, it is important to know where your target market's eyeballs are, and for young people in Spain, those eyeballs are firmly affixed to YouTube, TikTok, and Twitch. It is also a myth that Gen Z doesn't watch linear television, as our research indicates numbers for Free TV (terrestrial or DTH) is quite high. The second screen is also critical for Gen Z as they use their smartphones to consume a great deal of content."
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