It may sound preposterous to some, but a newly released study finds that, compared to social media, TV and streaming content has “a greater impact” on Gen Z viewers’ emotions, engagement and actions.
The report, while from the Video Advertising Bureau, paints a portrait worthy of sharing with the sales team and potential clients: TV and streaming is what young consumers “vibe” with more, VAB concludes.
While many studies have shown Meta’s Facebook to be waning considerably among those under the age of 40, its WhatsApp and Instagram platforms are nearly universally used. Meanwhile, the controversial TikTok platform continues to attract millions of eyeballs while other chat and interactive platforms also see much activity across the globe.
But, it seems that they don’t tug at the heart as much as TV and streaming content. This could potentially influence marketers … and where their ad budgets go as the Upfronts conclude in New York and the IAB NewFronts are well in the past when it comes to CMOs’ mindsets.
The report, conducted by the VAB in partnership with Hub Entertainment Research, bares the name, “Laugh, Cry, Share, Buy: How TV & Streaming Influences Gen Z More Than Leading Social Platforms.”
VAB EVP Danielle DeLauro comments, “Often headlines would have you believe social media is the-end-all-be-all for reaching Gen Z. But here’s what we found: TV and streaming content excels in engaging Gen Z audiences, often surpassing social channels in both impact and influence. While, at the end of day, streaming and social media ultimately complement each other, the emotional connection that streaming evokes is undeniable. The platforms and brands that make the conscious decision to continue leaning into that connection will be the ones primed to drive the most engagement, sales and importantly, brand loyalty among these young customers.”
Among the report’s top findings:
- Rich narratives and complex characters in TV and streaming content hit differently for Gen Z, evoking strong emotions through authenticity: Gen Z viewers are 42% more likely to have cried because of something they watched in TV or streaming content versus TikTok content.
- A deep commitment to characters is likely to get Gen Z emotionally invested as they eagerly anticipate discussing the next developments with friends: They are 100% more likely to enjoy the quality time they share with friends or family watching premium video content versus Instagram content
- Gen Z is intentionally carving out time to enjoy binging their go-to TV and streaming content: They are 40% more likely to set aside time to enjoy their favorite premium video content versus YouTube content.
- Gen Z watches TV and streaming content as a way to decompress from the day: They are 70% more likely to regard watching content on premium video platforms as me time versus Instagram content.
- Shows like The Summer I Turned Pretty inspire Gen Z’s style, making TV and streaming key for retailers targeting this audience: They are 24% more likely to model their personal style after a character, actor or personality from premium video content versus TikTok content.
- Gen Z shoppers are more influenced to buy clothing from TV and streaming shows like Outer Banks than by social media influencers: They are 51% more likely to purchase clothing similar to what a character, actor or personality from premium video content wore versus YouTube content.
VAB Senior Insights Analyst Kaileen Cain, co-author of the report and “resident Gen Z representative” who earned her MBA from Bentley University in 2022 after her undergraduate graduation from Caldwell University in 2021, comments, “For me and my friends, watching full-length shows on TV and streaming is preferable to the typical content you see on social media,” said Cain. We love catching up and discussing current reality television shows like Survivor and The Bachelor, nostalgic shows like Friends and binge-worthy streaming series. These strong connections we build through TV inspire us to plan trips and try different fashion styles that we see on the screen. Yes, we’re on social media too, but TikTok and Instagram give off a totally different vibe, which, in my own experience at least, doesn’t evoke that same level of connection and emotional depth we get from our favorite shows.”
