Gen Z is often considered the first fully digital-native generation as many were born after Y2K. Many advertisers assume that given Gen Zer’s obsession with social media and digital video clips, they don’t watch TV—but this is a misconception.
According to Comcast Advertising’s research every generation still watches TV, they just watch differently and understanding those nuances can unlock strategic insights for campaign planning. In fact, Gen Z is +46% more likely to watch episodic content than user-generated content,1 making them a high-quality and often untapped audience for TV advertisers.
Here are three things advertisers should know about Gen Z:
Gen Z are highly engaged viewers
Gen Z may watch slightly less TV than older generations, but they’re far more intentional about it. Most spend 6+ minutes searching for the right show,1 and nearly half say they prefer to be fully immersed, making them a highly attentive audience for advertisers.
They have broad access to content, with 97% in households with paid streaming services and most using 2–4 platforms each week.1 And despite their mobile reputation, the TV screen remains their primary viewing device, whether they’re browsing, casting, or streaming through a console.
They’re also surprisingly receptive to ads – especially in live sports where they’re 42% more likely than the average fan to feel the ad load is “just right.”1 On top of that, ads on traditional and streaming have been found to have a positive impact on Gen Z viewers leading to a +18% increase in brand favorability and a +35% increase in purchase intent.2
Gen Z tune in live to avoid FOMO
For Gen Z, watching TV live isn’t about habit; it’s about avoiding FOMO. They are the generation most likely to watch live specifically to avoid spoilers, with 45% saying they watch in real time so they don’t miss key moments.1 Release timing also matters more to them than it does for older audiences: 27% say a show’s release date influences their decision to watch, making them more schedule‑sensitive than Baby Boomers.1
For this audience, being part of the conversation as it happens is essential.
Gen Z are budget-conscious when it comes to streaming subscriptions
Gen Z loves content, but they’re highly cost‑aware, making them the generation with the highest streaming churn rate. More than half (53%) have canceled or stopped using a service in the past year, and 43% say they did so simply because they had too many subscriptions and wanted to save money.1
For advertisers, this budget consciousness opens the door for FAST (free ad‑supported streaming TV) as a great platform to reach Gen Z viewers. Nearly half (47%) of them have watched FAST content in the past year, enticed by both appealing programming and the fact that it’s free.1 Among those who haven’t watched, the biggest barrier is awareness with 71% saying they just didn’t know about it.1
How advertisers can create smarter strategies to reach Gen Z consumers
Many advertisers assume that Gen Z is reached easier on social, but the truth is that they are engaged TV viewers. With the biggest screen in the house, brands have one of the most impactful canvases to reach them. That’s because TV not only helps advertisers stand out – it helps them connect meaningfully with Gen Z audiences across trusted, high-quality environments. In fact, 68% of Gen Zers say they are likely to trust an ad on streaming from a known/recognizable brand, while 58% of Gen Z report they don’t trust the ads they see on social media.1,2
To reach Gen Z efficiently, advertisers should show up where Gen Z is watching – including when they are viewing premium live content – like sports. Advertisers looking to reach this budget-conscious generation should consider incorporating FAST into their multiscreen TV strategy.
And with the right creative, advertisers can drive even more impact and effectiveness to drive consumer action.
Download the Reaching Multigenerational Audiences report for additional insights on reaching audiences across screens and generations.
Sources
1. Comcast Advertising, “Reaching Multigenerational Audiences,” September 2025.
2. The VAB, “Disconnect to Reconnect: How Real-Life Shared Experiences Are the Antidote to Social Media Isolation Among Gen Z,” 2024. Web. June 20, 2025.
