TV's Existential Challenge: Gen Z's View Time About Half Of Older Generations'
- by Karlene Lukovitz @KLmarketdaily, February 21, 2023
Given the downward trends in pay-TV subscribers and the surge in popularity of short-form online video and gaming among younger consumers in particular, a new survey confirming that Gen Z spends far less time consuming traditional television than older generations isn't likely to come as a shock to either advertisers …
Karlene, share of time spent is not the same thing as time spent. In this study they found that the younger goup watched 16.5 hours of "TV" while the older one averaged 23.6 hours. The share figures are based on the total "entertainment" hours claimed by respondents and in this case the younger ones estimated considerably more "entertainment" hours than the older set.