FOR GEN Z, VIRAL VIDEOS ARE THE NEW PRIMETIME

Summary from the TLDR Marketing newsletter

Gen Z now prefers social media creators to traditional entertainers, with about half reporting stronger connections with influencers than with TV or movie personalities. Despite six hours of average daily screen time, viewers are not spending more, which forces traditional studios to compete with platforms offering free, personalized content. At the same time, frustrations with rising streaming costs and fragmented services are pushing younger audiences further toward creator-led videos.