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As we discuss in our new Generation Z summary report (clients can download full report here), one of this audience’s defining attributes is their love of online TV.
Each day they spend an average of 1 hour 11 minutes watching online forms of TV – 11 minutes longer than the average internet user. They’re still devoting about 20 minutes longer to broadcast TV, but are considerably less enthusiastic about this than the other generations.
The availability of flexible and on-demand access to TV shows and films is something that resonates strongly with these young internet users, as is the ability to binge watch their favorite TV shows (which 50% say they like to do). This is reflected in the popularity of Netflix: globally, 1 in 4 Gen Zers are using this each month, rising as high as 70% of those in North America.
