Thanks To Gen Z, TV Breaks Out of Its Box

Are you “watching TV” when you’re streaming your favorite episodic content?

Does it matter what we call the screen or box where content is consumed?

According to a new study from Hulu and Tremor Video, a provider of software for video ad effectiveness, 84 percent of adults aged 14-50 equate “watching TV” with devices such as an Apple TV or PlayStation.

“The transition of television programming to a digital, streaming-first culture has been happening at a rapid pace,” says Karen Ring, Senior Director, Insights + Analytics, Tremor Video. The shift in attitudes also represents a tremendous opportunity for both streaming services and advertisers.

Did you know that members of Gen Z (also known as Post-Millennials) are 40 percent more likely to watch multiple episodes of TV in solid, focused chunks, much like reading chapters in a novel? More than half of respondents say they prefer to stick to a single show until they finish the series, rather than intermix shows. Part of the reason is to stay relevant with their friends: 43 percent want to talk about it with their social group, 32 percent want to impress their peers, and 23 percent think watching a show makes them smart.

Take a look at the infographic for more key findings.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.