Streaming platforms are the destination of choice for Gen Zers when it comes to content consumption, with mobile devices also playing a crucial role in their television viewing choices, according to a new study by analytics provider Samba TV. That inevitably raises the stock of streaming platforms with advertisers striving to reach the elusive 18-26 demographic now known as the streaming-first generation. A diverse and multicultural generation with unique values and behaviors, including frequently shopping online while viewing, Gen Z offers an opportunity for advertisers that want omniscreen outcomes.

Entertainment platforms and social media apps were found to be the top sources for discovering new shows and movies, with TikTok emerging as the go-to destination for this demographic, according to the study, which included more than 2,500 U.S. adults and was fielded by HarrisX.

“A necessity today is how well you can reach Gen Z — a highly elusive segment of the population,” Samba TV co-founder and CEO Ashwin Navin said in Advanced Television, adding that the demo is “reshaping how content is consumed across every screen,” and underscoring their importance to omniscreen advertisers.

Key findings, according to a Samba press release, include:

• Gen Z engages with TV differently than any other generation, creating entirely new opportunities for advertisers. It comes as no surprise that the only demographic that exclusively grew up in a cord-cutting world are big consumers of streaming services today. Eight in 10 Gen Zers watch TV via streaming services, while 65 percent of Gen Z do not have access to a traditional cable TV subscription.
• Gen Z leverages mobile devices more often than any other audience demographic while consuming television. 85 percent of Gen Z look at a mobile device while watching TV. 47 percent of Gen Z shop online when watching TV. Advertisers should optimize their ads for mobile devices and incorporate mobile-focused calls-to-action that leverage this behavior, such as QR codes.
• There are exciting new ways to drive measurable omniscreen outcomes instantly if advertisers are willing to think outside the box and embrace emerging technologies. 44 percent of Gen Z have paused an ad on TV to look up a product or make a purchase. 34 percent of Gen Z have purchased a product through a QR code shown on a TV ad.
• Entertainment platforms and social media apps are the number one way Gen Zers find what to watch next. Over three quarters of Gen Z visit entertainment platforms and social media apps to find relevant recommendations and ideas for what to watch. Gen Z viewers make TikTok their top entertainment platform (69 percent) followed by social media app Instagram (64 percent).

Related:
Gen Z & AI: A Complicated Relationship for Brands to Tap, MediaPost, 5/10/23