Deloitte Study on Gen Z viewing habits

[michael hagerty]

This generation doesn’t watch TV. They watch YouTube and TicTok.

Blanket, absolute statements about a generation are always doomed to fall apart:

With almost 1 million video choices, women 18-34 turn to classic TV | Nielsen

2022 was a banner year for original content on streaming platforms, but among women 18-34, a different type of programming was also resonating – classic TV.

www.nielsen.com

Males 18-34 Demographic on U.S. Television

ustvdb.com

‘The Oscars®’ Hits Five-Year High Topping Last Year in Total Viewers and Key Adult Demographic, Ranking as No. 1 Primetime Telecast of the Season

‘The Oscars®’ Hits Five-Year High Topping Last Year in Total Viewers and Key Adult Demographic, Ranking as No. 1 Primetime Telecast of the Season

www.dgepress.com

More than half of Gen Z (1997-2012) falls into the 18-34 demo.

 

[Don CT]

Blanket, absolute statements about a generation are always doomed to fall apart:

With almost 1 million video choices, women 18-34 turn to classic TV | Nielsen

2022 was a banner year for original content on streaming platforms, but among women 18-34, a different type of programming was also resonating – classic TV.

www.nielsen.com

Males 18-34 Demographic on U.S. Television

ustvdb.com

‘The Oscars®’ Hits Five-Year High Topping Last Year in Total Viewers and Key Adult Demographic, Ranking as No. 1 Primetime Telecast of the Season

‘The Oscars®’ Hits Five-Year High Topping Last Year in Total Viewers and Key Adult Demographic, Ranking as No. 1 Primetime Telecast of the Season

www.dgepress.com

More than half of Gen Z (1997-2012) falls into the 18-34 demo.

So the whole generation is watching classic TV?

 

[michael hagerty]

So the whole generation is watching classic TV?

No, but you said…



The whole generation?

 

[TheBigA]

Let me add that what I notice is they may use YouTube, but on their conventional TV sets. That's what I notice. They either subscribe to YouTube as their video service, or simply use the browser in the smart TV to watch standard YouTube shows on the large screen device.

 

[Don CT]

Let me add that what I notice is they may use YouTube, but on their conventional TV sets. That's what I notice. They either subscribe to YouTube as their video service, or simply use the browser in the smart TV to watch standard YouTube shows on the large screen device.

I would rather watch YouTube on the big screen as well.

 

[CTListener]

I would rather watch YouTube on the big screen as well.

Yup, that's how I watch it, through Xfinity's app -- which, by the way, keeps improving. It now displays live chat and can adjust playback speed, features previously only available to YouTube's computer users.

 

[radiofan2023]

I'm not Gen Z but I watch a mix of broadcast shows on TV, as well as using ad free streaming services and YouTube Premium.

 

[Don CT]

I'm not Gen Z but I watch a mix of broadcast shows on TV, as well as using ad free streaming services and YouTube Premium.

Ya I can’t do the YouTube ads. Have to pay for it.

 

[tall_guy1]

This generation doesn’t watch TV. They watch YouTube and TicTok.

That was the point I was making. But they weren't born into an era of shared watching experiences like the generations before them.

 

[Don CT]

That was the point I was making. But they weren't born into an era of shared watching experiences like the generations before them.

Well they are sharing just not the way we did.

 

[boombox4]

Blanket, absolute statements about a generation are always doomed to fall apart:

With almost 1 million video choices, women 18-34 turn to classic TV | Nielsen

2022 was a banner year for original content on streaming platforms, but among women 18-34, a different type of programming was also resonating – classic TV.

www.nielsen.com

Males 18-34 Demographic on U.S. Television

ustvdb.com

‘The Oscars®’ Hits Five-Year High Topping Last Year in Total Viewers and Key Adult Demographic, Ranking as No. 1 Primetime Telecast of the Season

‘The Oscars®’ Hits Five-Year High Topping Last Year in Total Viewers and Key Adult Demographic, Ranking as No. 1 Primetime Telecast of the Season

www.dgepress.com

More than half of Gen Z (1997-2012) falls into the 18-34 demo.

Where in the Male demographic date you linked does it indicate how many of that 11% of the American population are watching lots of TV?

I just saw figures for the Super Bowl and key NFL games, not TV in general. And those games were general ratings, not specific to males 18-34. Sure, they're going to be watching the Super Bowl. But are they all tuning into sitcoms on CBS? Probably not likely. They're either viewing video entertainment online, or a streaming service like Netflix.

I'm simply not buying into the idea that younger demos are watching broadcast TV as much as older demos.

As for the 18-34 women's data, all the shows were on streaming sites like Netflix. Perhaps that's 'TV", but TallGuy's comment, which DonCT was responding to, was referring more to broadcast TV like CBS, NBC, ABC, and Cable. I didn't get the idea TallGuy was talking about streaming. He was referring to broadcast TV shows, which were more popular in the early 2010's than they are now. It used to be in the 1990's that everybody at work talked about what was on Seinfeld. Because everybody watched it, regardless of demographic. They were what could be called 'consensus' entertainment. But that isn't so true anymore, there are less consensus shows -- be they on broadcast TV or a streaming site. What consensus shows there are are much fewer and farther between than in 1995 or 2005.

If I recall correctly, in another thread about TV/Streaming video/etc., there was Nielsen data showing that video streaming sites were growing at the expense of broadcast TV and Cable.

 

[michael hagerty]

Where in the Male demographic date you linked does it indicate how many of that 11% of the American population are watching lots of TV?

The links, all about 18-34 viewing, were intended to show simply that there are people in Gen Z who, in fact, do watch TV.

It was not about "watching lots of TV", it was a factual response to Don CT's assertion that Gen Z "doesn't watch TV".






And my opening line was:


Blanket, absolute statements about a generation are always doomed to fall apart:


(my tag was "More than half of Gen Z (1997-2012) falls into the 18-34 demo.")

As for the 18-34 women's data, all the shows were on streaming sites like Netflix.

Unless you think all of the 18-34 adults watching the Oscars (third link) were men, then there are 18-34 women watching broadcast TV.

The Top 25 shows among women 18-34 are streaming. We don't know (because they didn't publish it) what the #26-50 shows among women 18-34 are.

But the Oscars telecast on ABC tells us women 18-34 know how to find their local ABC affiliate on their TV, just as the men 18-34 can find NFL games on broadcast TV.

Perhaps that's 'TV", but TallGuy's comment, which DonCT was responding to, was referring more to broadcast TV like CBS, NBC, ABC, and Cable. I didn't get the idea TallGuy was talking about streaming. He was referring to broadcast TV shows, which were more popular in the early 2010's than they are now. It used to be in the 1990's that everybody at work talked about what was on Seinfeld. Because everybody watched it, regardless of demographic. They were what could be called 'consensus' entertainment. But that isn't so true anymore, there are less consensus shows -- be they on broadcast TV or a streaming site. What consensus shows there are are much fewer and farther between than in 1995 or 2005.

And again, Don CT didn't talk about over-the-air or cable TV versus streaming. At all. He said they (Gen Z) "don't watch TV. They watch YouTube and [sic] TicTok."

If I recall correctly, in another thread about TV/Streaming video/etc., there was Nielsen data showing that video streaming sites were growing at the expense of broadcast TV and Cable.

Yes. They absolutely are.

And if you want to take the position that "TV" (ABC, CBS, NBC, FOX and basic cable) is a completely different animal from "streaming" (Netflix, Max, Amazon Prime, Apple TV+, Disney+/Hulu, Paramount+, Peacock and the others), you can, but I don't---and I don't think that's the user experience either.

I'm 69 years old. My wife is 61. We watch a mix of broadcast ("SNL" and "Late Night with Seth Meyers" on NBC, "Elsbeth" on CBS), cable ("The Rachel Maddow Show" on MSNBC, "The Daily Show" on Comedy Central) and streaming (currently "The White Lotus", "The Pitt" and "Last Week Tonight with John Oliver" on Max, "Dark Winds" on AMC+, "The Studio" on Apple TV+ and "Yellowjackets" on Paramount+/Showtime).

We have a six-year-old Samsung 43-inch TV. And watching shows on any and all of those sources is seamless. A simple push on the remote while hovering over a tile with a logo.

To me, the TV/Cable/Streaming analogy is more like (and I'm old enough to have lived this) FM in the early/mid-60s. There's this thing that also comes out of your radio (if you have AM/FM) that's higher quality and fewer or no commercials.

It was still radio, and it was free.

Streaming comes out of your TV (and--bonus--your smartphone, your laptop, your tablet). And yeah, you pay for it, but a lot of media business models have changed in 60 years. People started paying for HBO 53 years ago and haven't looked back.

Bottom line, if you walked into the living room of 100 Generation Z Americans who were watching Netflix or Max, or Amazon Prime or Apple TV+ and said "Whatcha doin'?", I'll bet lunch the vast majority of them would say:

"Watching TV."

I'd bet two lunches the number of people who answered "Watching streaming" would be five or fewer.

 

[Don CT]

The links, all about 18-34 viewing, were intended to show simply that there are people in Gen Z who, in fact, do watch TV.

It was not about "watching lots of TV", it was a factual response to Don CT's assertion that Gen Z "doesn't watch TV".



View attachment 8961


And my opening line was:


Blanket, absolute statements about a generation are always doomed to fall apart:


(my tag was "More than half of Gen Z (1997-2012) falls into the 18-34 demo.")






Unless you think all of the 18-34 adults watching the Oscars (third link) were men, then there are 18-34 women watching broadcast TV.

The Top 25 shows among women 18-34 are streaming. We don't know (because they didn't publish it) what the #26-50 shows among women 18-34 are.

But the Oscars telecast on ABC tells us women 18-34 know how to find their local ABC affiliate on their TV, just as the men 18-34 can find NFL games on broadcast TV.






And again, Don CT didn't talk about over-the-air or cable TV versus streaming. At all. He said they (Gen Z) "don't watch TV. They watch YouTube and [sic] TicTok."





Yes. They absolutely are.

And if you want to take the position that "TV" (ABC, CBS, NBC, FOX and basic cable) is a completely different animal from "streaming" (Netflix, Max, Amazon Prime, Apple TV+, Disney+/Hulu, Paramount+, Peacock and the others), you can, but I don't---and I don't think that's the user experience either.

I'm 69 years old. My wife is 61. We watch a mix of broadcast ("SNL" and "Late Night with Seth Meyers" on NBC, "Elsbeth" on CBS), cable ("The Rachel Maddow Show" on MSNBC, "The Daily Show" on Comedy Central) and streaming (currently "The White Lotus", "The Pitt" and "Last Week Tonight with John Oliver" on Max, "Dark Winds" on AMC+, "The Studio" on Apple TV+ and "Yellowjackets" on Paramount+/Showtime).

We have a six-year-old Samsung 43-inch TV. And watching shows on any and all of those sources is seamless. A simple push on the remote while hovering over a tile with a logo.

To me, the TV/Cable/Streaming analogy is more like (and I'm old enough to have lived this) FM in the early/mid-60s. There's this thing that also comes out of your radio (if you have AM/FM) that's higher quality and fewer or no commercials.

It was still radio, and it was free.

Streaming comes out of your TV (and--bonus--your smartphone, your laptop, your tablet). And yeah, you pay for it, but a lot of media business models have changed in 60 years. People started paying for HBO 53 years ago and haven't looked back.

Bottom line, if you walked into the living room of 100 Generation Z Americans who were watching Netflix or Max, or Amazon Prime or Apple TV+ and said "Whatcha doin'?", I'll bet lunch the vast majority of them would say:

"Watching TV."

I'd bet two lunches the number of people who answered "Watching streaming" would be five or fewer.

I’m referring to “Watching TV” to mean gathering around and watching a sitcom. Yes Netflix is watching TV, but it can also be your phone or computer. This is why I separate that from watching broadcast or cable. I could be “listening to the radio” but does SXM count even though it’s through the same speakers.

 

[michael hagerty]

I’m referring to “Watching TV” to mean gathering around and watching a sitcom.

So it's only TV if it's a group of people and it's a sitcom?

Yes Netflix is watching TV, but it can also be your phone or computer. This is why I separate that from watching broadcast or cable. I could be “listening to the radio” but does SXM count even though it’s through the same speakers.

It is literally called "SiriusXM Satellite Radio." It is radio delivered by satellite. If you ever watched TV via Dish or DirecTV, did you think that wasn't TV?

 

[Don CT]

So it's only TV if it's a group of people and it's a sitcom?



It is literally called "SiriusXM Satellite Radio." It is radio delivered by satellite. If you ever watched TV via Dish or DirecTV, did you think that wasn't TV?

There are people in this forum that only consider radio to be am/fm.

 

[CTListener]

There are people in this forum that only consider radio to be am/fm.

Wow. Talk about moving the goalposts.

 

[Don CT]

Wow. Talk about moving the goalposts.

This forum alone considers SXM a novelty, so how can we consider anything that doesn’t count as “traditional media”.

 

[tall_guy1]

The links, all about 18-34 viewing, were intended to show simply that there are people in Gen Z who, in fact, do watch TV.

It was not about "watching lots of TV", it was a factual response to Don CT's assertion that Gen Z "doesn't watch TV".



View attachment 8961


And my opening line was:


Blanket, absolute statements about a generation are always doomed to fall apart:


(my tag was "More than half of Gen Z (1997-2012) falls into the 18-34 demo.")






Unless you think all of the 18-34 adults watching the Oscars (third link) were men, then there are 18-34 women watching broadcast TV.

The Top 25 shows among women 18-34 are streaming. We don't know (because they didn't publish it) what the #26-50 shows among women 18-34 are.

But the Oscars telecast on ABC tells us women 18-34 know how to find their local ABC affiliate on their TV, just as the men 18-34 can find NFL games on broadcast TV.






And again, Don CT didn't talk about over-the-air or cable TV versus streaming. At all. He said they (Gen Z) "don't watch TV. They watch YouTube and [sic] TicTok."





Yes. They absolutely are.

And if you want to take the position that "TV" (ABC, CBS, NBC, FOX and basic cable) is a completely different animal from "streaming" (Netflix, Max, Amazon Prime, Apple TV+, Disney+/Hulu, Paramount+, Peacock and the others), you can, but I don't---and I don't think that's the user experience either.

I'm 69 years old. My wife is 61. We watch a mix of broadcast ("SNL" and "Late Night with Seth Meyers" on NBC, "Elsbeth" on CBS), cable ("The Rachel Maddow Show" on MSNBC, "The Daily Show" on Comedy Central) and streaming (currently "The White Lotus", "The Pitt" and "Last Week Tonight with John Oliver" on Max, "Dark Winds" on AMC+, "The Studio" on Apple TV+ and "Yellowjackets" on Paramount+/Showtime).

We have a six-year-old Samsung 43-inch TV. And watching shows on any and all of those sources is seamless. A simple push on the remote while hovering over a tile with a logo.

To me, the TV/Cable/Streaming analogy is more like (and I'm old enough to have lived this) FM in the early/mid-60s. There's this thing that also comes out of your radio (if you have AM/FM) that's higher quality and fewer or no commercials.

It was still radio, and it was free.

Streaming comes out of your TV (and--bonus--your smartphone, your laptop, your tablet). And yeah, you pay for it, but a lot of media business models have changed in 60 years. People started paying for HBO 53 years ago and haven't looked back.

Bottom line, if you walked into the living room of 100 Generation Z Americans who were watching Netflix or Max, or Amazon Prime or Apple TV+ and said "Whatcha doin'?", I'll bet lunch the vast majority of them would say:

"Watching TV."

I'd bet two lunches the number of people who answered "Watching streaming" would be five or fewer.

Wait...doesn't this contradict the point of this thread...you started????

 

[michael hagerty]

This forum alone considers SXM a novelty, so how can we consider anything that doesn’t count as “traditional media”.

Again, blanket statements are not your friend.

 

[michael hagerty]

Wait...doesn't this contradict the point of this thread...you started????

No, I posted a Hollywood Reporter report about a Deloitte study on Gen Z viewing habits that---if you click on the link and read it, in paragraph three says:


"The survey finds that 56 percent of Gen Zs and 43 percent of millennials surveyed find social media content “more relevant than traditional TV shows and movies”


56 is not 100. 43 is even less.