Gen Z Said To Be More Receptive To Advertising

A funny thing is happening with “Gen Z,” the generation growing up in the wake of millennials. Whereas millennials are often thought to shun advertising, Gen Z appears willing to embrace it.

That is one takeaway from a discussion between Hulu CMO Kelly Campbell and Vice CEO Nancy Dubuc, held during Advertising Week New York Thursday, reporrts Alex Weprin at MediaPost.

Campbell revealed research that Hulu conducted, specifically looking at Gen Z, which the company defines as around 15-25 years old.

"We offer choice, we offer different versions of our products, including our ad-supported model, which is our lowest price point,” Campbell said. “What we find with Gen Z is that they understand the value trade-off — and are actually more receptive to advertising.”

“We did research recently that showed Gen Z-ers are 39% more likely than the base population to watch an ad, and 29% more likely to actually pay attention to it,” she added.

Of course, that doesn’t mean evolution isn’t needed in the advertising space. Consumption habits for younger viewers are quite different than older viewers, with a heavier emphasis on mobile, and according  to Campbell a desire to stream order shows from start to finish.

“They don’t think of television as channels or networks; they think of it as shows, galleries of shows,” Campbell said. “They are also more likely to want to binge. They want to watch an entire library, from the pilot to the final episode of the final season. We see more and more interest in slightly older content, slightly less interest in newer content.”