Oct 29, 2024   SOURCE: PR NewsWire

Research: As Gen Z Pulls Back From Social Media, TV, Streaming & Cinema Are Filling The Void...Creating A Unique Opportunity For Brands

--Plus: 58% Of Gen Z Prefer Free Ad-Supported Content Over Paid Ad-Free Content--

NEW YORK, Oct. 29, 2024 /PRNewswire/ -- The Video Advertising Bureau (VAB) today released Disconnect to Reconnect: How Real-Life Shared Experiences Are the Antidote for Social Media Isolation Among Gen Z.

"To escape the increasingly negative impact of social media on their emotional well-being, Gen Z has been seeking out more real-life shared experiences that create positive and sociable activities," said Jason Wiese, Senior VP, Director of Strategic Insights, VAB. "Shared experiences--like watching TV and streaming content and going to the cinema with others--provide Gen Z with a sense of community and excitement, standing in contrast to the isolation of social media. High-quality premium video content profoundly influences Gen Z's mood and behavior, providing brands with a unique opportunity to engage these highly attentive audiences."

Findings include:

    --  65% of Gen Z are concerned about malware, viruses, buffering and other
        issues on social media, and 43% often find themselves feeling annoyed or
        frustrated with the video ad experience on those platforms. (Source: VAB
        custom research)
    --  58% of Gen Z prefer free ad-support content over paid ad-free content.
        (Source: VAB analysis of MRI Simmons 2024 August Cord Evolution Study)
    --  83% of Gen Z have taken steps to distance themselves from social media.
        (Source: Harris Poll via EMARKETER)
    --  Gen Z audiences use TV and streaming as a primary way to foster shared
        experiences, as 43% say that when watching TV or streaming, they enjoy
        the quality time they share with friends and family. (Source: VAB custom
        research)
    --  TV, streaming and cinema all create positive vibes which makes people
        more inclined to purchase products they see advertised, as a positive
        mindset leads to a 35% increase in purchase intent. (Source: Hearst,
        Power of Positivity, 2023)

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