With short-form content platforms continuing to gain popularity among young consumers, it would appear that traditional TV is beginning to lose its relevance among younger viewers.
Or, is it?
While Gen Z viewers aged between 13-17 are spending a slightly greater proportion of their viewing time with non-TV content, those aged between 18-24 are more likely to devote a greater proportion of their viewing time to professional TV content, according to the FOCUS Generation Next 2002 report from Horowitz Research.
This, the research firm said, can be partially explained by the fact that older Gen Z viewers are accessing content through multiple platforms, including subscription streaming services, free streaming services, as well as traditional cable and satellite services.
These viewers are able to make independent decisions about the services they want to subscribe to, and have access to a wider range of streaming options to enjoy. However, while younger viewers are drawn to shorter-form content because of lower attention spans, Horowitz Research believes that as they age, they will begin to consume more TV content.
Adriana Waterson, Chief Revenue Officer and Insights & Strategy Lead for Horowitz Research, explained, “Engagement with short form does not totally cannibalise long-form viewing. Young people today are still watching professionally produced TV content, just less of it compared even to older audiences within their generational cohort.
“As young people’s lifestyles change, as they enter new life stages, and as they develop different interests and needs, deeper engagement with long-form content across a range of genres will follow.”