Over Half of Gen Z Watches Longform Video Content

Generation Z, defined as those born from the mid-1990s to the early 2010s, represents a significant portion of today’s digital population. Unlike previous generations, Gen Z has grown up with the internet and mobile technology at their fingertips, which has deeply influenced their media consumption habits and preferences. Noble House Media and other professional marketing agencies have observed that despite the quick-hit nature of platforms like TikTok, there is a profound interest in long-form content that delivers deeper narrative and engagement. This blend of content preferences highlights the complexity of targeting this young, dynamic demographic.

The Rise of Long-Form Content Among Gen Z

Recent data reveals a fascinating trend within this group: while 61.6% of US Gen Zers favor watching short-form videos, a substantial 53.1% also engage with long-form videos on social media platforms, according to an October 2023 survey. This demographic is often stereotyped for their short attention spans and preference for quick, digestible media, but is increasingly dedicating time to longer video formats. Platforms such as the Roku Channel have reported a surge in viewership from this age group, with a significant portion of their content consumption dedicated to full-length TV content. 

Gen Z’s consumption patterns are more nuanced than previously thought. While short-form content platforms like TikTok and YouTube continue to capture their interest, there’s a robust appetite for more extended narratives that offer deeper storytelling and more complex characters. This trend is particularly evident in the popularity of long-form TV content like shows and feature-length films on streaming platforms, which allow for a more immersive viewing experience.

This engagement with long-form content is not just about entertainment; it reflects a broader interest in varied narratives that challenge, educate, and engage, suggesting that content creators and marketers need to rethink how they develop and target media for this young but discerning audience.

Preferences in Content-Type and Platform

Gen Z’s interest in long-form content spans a variety of genres, from full-length TV series to comprehensive documentary features. Platforms like Tubi have become popular among younger audiences for their diverse offerings that include movies and animated series tailored to Gen Z’s tastes. These platforms often provide free, ad-supported viewing options, aligning well with Gen Z’s preference for cost-effective entertainment solutions. 

Additionally, the convenience of accessing a wide range of content on-demand on digital devices aligns perfectly with Gen Z’s tech-savvy and mobile-first lifestyle. This shift towards digital platforms underscores a significant trend: while traditional TV sets are still in use, the move to online streaming services is pronounced in this demographic, who favor the control and flexibility that digital platforms offer over traditional broadcast schedules.

The Role of Video Game Live Streaming

Video game live streaming has become a crucial factor in understanding the viewing preferences of Gen Z. Platforms like Twitch have revolutionized how this demographic engages with content, blending entertainment with interaction in long-form video sessions. Gen Z not only watches live streams of video games but also engages in the communities that form around these streams, often dedicating hours to viewing single sessions that far exceed traditional TV show lengths.

This trend shows that while Gen Z does enjoy quick, digestible content, they also immerse themselves in extended live-streaming experiences. These platforms offer a mix of spontaneity, interactivity, and depth that keeps young viewers hooked for longer periods. Understanding this behavior is essential for marketers and content creators who aim to capture and retain the attention of this highly coveted audience.

Implications for Content Creators and Marketers

In an era dominated by bite-sized TikToks and Instagram Reels, it’s enlightening to learn that over half of Gen Z still engages with long-form video content. This trend offers a valuable opportunity for content creators and digital marketers to develop strategies that resonate with this young audience’s diverse preferences. By crafting compelling long-form content—be it through dramatic series, insightful documentaries, or extensive gaming streams—marketers can effectively captivate and maintain the attention of Gen Z viewers. Adapting to the evolving landscape of media consumption, where both short and long-form content have their place, will be key to building lasting connections with this dynamic demographic. Contact Noble House Media today to develop your next content strategy.