There’s a fundamental shift in how the next generation of consumers defines “entertainment,” according to data from Hub Entertainment Research.
Gen Z spends more time watching non-premium video and playing video games than watching TV, according to Hub. Unlike their parents — for whom “must see TV” was not just a pasttime but a cultural touchstone — TV is just one of a constellation of on-screen activities for those under 25. In fact, those over 35 say they spend more than double the time on TV shows that Gen Z does, Hub found. And Gen Z respondents spend more time on both gaming (22%) and non-premium videos on platforms such as YouTube (21%) than they do watching TV shows (17%).