INTX 2016: Next-Generation Viewers Bring Much Different Expectations

BOSTON – Forget generation gaps measured in decades. Today’s teenage viewers (call them “Gen Z”) are exhibiting media behaviors that are significantly different than their brothers and sisters who are just a few years older, according to panelists at the INTX session “Z-ing the Future: The Post-Millennial Generation and Its Impact on…Just About Everything.”

Although the speakers at this Tuesday session waffled on the precise age bracket of Gen Z, the range seems to be from pre-teen to 18 year olds, with some analyses pointing a little higher toward college age. This is a group whose viewing habits are shaped by other media consumption experiences – especially since they came of age when individual songs (streamed or downloaded) were the norm, rather than the need to buy full music albums, explained Jake Katz, VP of audience insights and strategy at Revolt TV.

YouTube is the number one media preference at the youngest ranks of this age bracket, replacing Nickelodeon or Disney, which dominated the viewing of their older siblings, said Evan Shapiro, executive VP of digital enterprises at NBCUniversal.

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Gary Arlen

Contributor Gary Arlen is known for his insights into the convergence of media, telecom, content and technology. Gary was founder/editor/publisher of Interactivity Report, TeleServices Report and other influential newsletters; he was the longtime “curmudgeon” columnist for Multichannel News as well as a regular contributor to AdMap, Washington Technology and Telecommunications Reports. He writes regularly about trends and media/marketing for the Consumer Technology Association's i3 magazine plus several blogs. Gary has taught media-focused courses on the adjunct faculties at George Mason University and American University and has guest-lectured at MIT, Harvard, UCLA, University of Southern California and Northwestern University and at countless media, marketing and technology industry events. As President of Arlen Communications LLC, he has provided analyses about the development of applications and services for entertainment, marketing and e-commerce.