HBO Max is investing in more young adult content to reach Gen Z viewers. We told you HBO Max is going all in on children’s content, but they’re also making sure to target teens and young adults. Their latest half-hour comedy-drama series Generation is hoping to stand out in an already “cluttered streaming landscape” with an “unvarnished and occasionally R-rated look” at young peoples’ lives and identities. The streamer is also hoping to reach young viewers with the new Gossip Girl and Pretty Little Liars revivals. According to a Deloitte survey, about 90% of Gen Z households have at least one streaming service in their house, but they have higher “churn rates” than other generations (over 50%) making them a challenging group to capture. Already, HBO Max reports that 43% of HBO Max’s users are under the age of 35, while YPulse’s media consumption report shows that 10% of 13-19-year-olds watch HBO Max or HBO weekly. (Adweek)
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