It’s not breaking news to say the way we consume media and entertainment has radically changed over the last two decades. What is intriguing, however, is that while consumption patterns have evolved along with technology advancements, those patterns are not consistent across generations.
Distinct generational differences are expected to widen as the digital natives of Generation Z gain more purchasing power and establish their preferences. Media and entertainment companies have already started to anticipate that shift, and are embracing new ways to engage their youngest consumers while still meeting the expectations of established core buyers. This shift has a direct impact on media advertising as these emerging consumers engage with brands and brand messaging in ways that are unique to Gen Z.
We commissioned the Center for Generational Kinetics to uncover the nuances of these generational differences in digital content consumption patterns. Specifically, our study examined the perceptions and trends for three groups over the next three to five years. These groups included:
Gen Z (ages 15–22).
Millennials/Gen Y (ages 23–41).
Gen X (ages 42–53).
Based on the study findings, here are the biggest trends that media and entertainment providers should be aware of, along with insights on how to evolve models and offerings to meet consumer expectations.