Gen Z doesn’t watch TV – that’s a perception most marketers would have with their micro attention spans and being the highest online video consumers. Whereas with baby boomers, they are seen as an audience that isn’t technologically savvy so streaming isn’t top of mind. Are these common perspectives reflecting the current consumer behaviour trends?

The industry has gone through an evolution with technology changing the way we consume content, our experiences and our preferences. As the global pandemic took hold in 2020, it drove audiences to consider a new Over The Top (OTT) subscription. Since then, the growth of streaming is fast rising with over 50 million hours clocked in on just Astro alone.

Looking beyond just the age segments while focusing on individual preferences and life stages, we take a look at statistics by YouGov and Kantar to analyse consumption changes through the generations. 

Download the full insights into the current streaming ecosystem and audience viewing behaviours here.