NEW GEN Z 101: Unlock & Outlast Microtrends

In the battle for attention, Netflix is pitted against TikTok and video games as Gen Z video consumption rates shift.

May 19 2022

In the battle for attention, Netflix is pitted against TikTok and video games as Gen Z video consumption rates shift. Competing for viewers has never been more intense, with more screens and platforms taking their time than ever before, and the reality that “eyeballs can only be in so many places.” TV-based entertainment is contending with the fact that everyone, especially Gen Z, is choosing to watch videos on their mobile devices rather than the big screen. YPulse’s Media Consumption survey shows smartphones are the top screen that young consumers are watching content on weekly, and social media is neck-and-neck with streaming services when it comes to the services that Gen Z is watching content on. And according to Data.ai “Gen Z [is] spending about three times as much in the short-form video than they are in OTT.”  Streamers like Netflix have an uphill battle as their content is more “capital intensive” than TikTok, Snapchat, or Meta, especially with their price increasing. And of course, there’s also gaming to contend with, which takes up a huge amount of Gen Z’s time. As platforms compete, their offerings are morphing as well, with Netflix getting into gaming, TikTok allowing longer videos, YouTube producing more shorts, and Spotify filming video content for their podcasts. (Forbes)