A new survey conducted this month for a real-time engagement platform echoes other research underscoring Gen Z's craving for interaction.
Younger viewers tend to subscribe to more streamers, but keep them for much shorter periods, per new research.
Major agencies, advertisers, broadcasters, streamers and platforms are on board to help the group as it looks to optimize use of data across premium video and advanced TV.
SVOD stacking levels reached 4.4 per household, but viewers using SVODs without AVODs declined from 55% to 49%, while those using only AVODs edged up from 2% to 3%.
The new company that includes the DirecTV, AT&T TV and U-verse operations formerly owned by AT&T is launching a DirecTV Stream, a platform offering access to various streaming services, including HBO Max, Netflix and Amazon Prime Video.