NEW
YORK, May 14, 2024 /PRNewswire/ -- Compared to
social media, TV and streaming content has a greater impact on Gen
Z viewers' emotions, engagement and actions. That is the chief
takeaway of a new report, Laugh, Cry, Share, Buy: How TV
& Streaming Influences Gen Z More Than Leading Social
Platforms, released by the Video Advertising Bureau
(VAB). In the report, VAB presents in-depth data, analysis and
insights, based on independent research conducted in partnership
with Hub Entertainment Research.
"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," said Danielle
DeLauro, Executive Vice President, VAB. "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 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.
- 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 shoppers are more influenced to buy clothing from TV
and streaming shows 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.
Read the report here.
ABOUT VAB
The Video Advertising Bureau
(VAB)—whose members include the national TV networks alongside a
broader community of influential media companies—plays a dual role
in the video advertising industry. VAB is fiercely advocating for
the changes that bring about a more innovative and transparent
marketplace. VAB also provides the insights and thought leadership
that enables marketers to develop business-driving marketing
strategies. Visit VAB online and access its continuously growing
content library at thevab.com.
Media contact: jacob@rosengrouppr.com
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SOURCE VAB