How the desire for social bonds shapes teen viewership

Shifts in how young people spend their screen time are largely driven by the need for connection.

A recent Ipsos study found that half of all respondents, including Gen Zers, rank streaming TV as their favorite medium. But today’s youth are also invested in new media: When asked what they’d do with an extra hour in their day, a third of Gen Z respondents said they’d use social media or watch short-form videos. This shift is driven not only by the ease and immediacy of new platforms, but by the communities they facilitate, says Amber Jawaid, senior vice president with Ipsos’ Online Communities practice.

“Youth viewership is driven by social connections and emotional factors.”

For all businesses, this a reminder that media habits have as much to do with belonging as with technology — and that as Gen Z and younger viewers come of age, media brands will have to offer ways to connect.

For further reading

Don't underestimate Gen Z's strong emotional ties to streaming

Ipsos Top Topics: Gen Z

The sky isn't falling: Gen Z and long-form streaming