TV viewing habits have changed dramatically over the past decade, especially among young people. Generation Z, defined as those born between 1997 and 2012, have grown up in a vastly different media environment than previous generations. With streaming, social media and mobile devices taking up more of their attention, many have speculated that Gen Z watches much less traditional TV than their predecessors. But what do the numbers actually show?
How much TV does the average American watch?
According to Nielsen data, American adults over 18 years old watched an average of 3 hours and 44 minutes of live TV per day in 2021. This is a decrease from 2020, when the average was 4 hours and 5 minutes per day. However, it is in line with the general downward trend over the past decade, as more viewing shifts to streaming and mobile devices. In 2011, live TV consumption was over 5 hours per day on average.
Looking specifically at younger demographics paints a clearer picture of how traditional TV habits are changing. Nielsen found that 18-34 year olds watched 2 hours and 39 minutes of live TV per day in 2021. This age group encompasses the older portion of Gen Z as well as younger Millennials. They watch nearly an hour less traditional TV on average than the overall 18+ population.
How much TV does Gen Z watch?
Gen Z tends to watch even less live and time-shifted TV than the 18-34 demographic as a whole. According to a 2021 study by YPulse, Gen Zers aged 13-24 reported watching an average of only 2 hours of TV per day. This includes both streaming and live TV viewed on all devices.
Breaking this down further:
- 13-15 year old Gen Zers watch 2.4 hours of TV per day on average
- 16-19 year olds watch 2.3 hours
- 20-24 year olds watch 1.9 hours
So TV viewing declines steadily as Gen Zers move from their mid-teens to early 20s. The youngest portion of Gen Z spends nearly as much time watching TV as the overall 18+ population, while the oldest segment watches about half as much.
How Gen Z watches TV
Gen Z relies heavily on streaming to view TV content. Among 13-24 year old Gen Zers, time spent watching online video services equates to 1.1 hours of their 2 hour average TV diet, according to YPulse. Some other key ways this generation views TV programming:
- 64% ever watch live TV through a streaming service
- 23% predominantly watch TV through streaming
- 45% ever use a DVR to time-shift live TV
- 23% say streaming services are their main source of TV
So while Gen Zers still watch a fair amount of TV programming, much of it is through non-linear, on demand sources. Only around a quarter predominantly use traditional live TV.
TV viewing by generation
To further compare traditional TV viewing across generations, here is a breakdown by age group, according to 2021 Nielsen data:
| Generation | Live TV hours/day |
|---|---|
| Gen Z (18-24 years old) | 2:22 |
| Millennials (25-40 years old) | 2:43 |
| Gen X (41-56 years old) | 4:15 |
| Baby Boomers (57-75 years old) | 6:10 |
| Silent Generation (76+ years old) | 8:28 |
This shows how live TV viewership steadily rises across older generations. The Silent Generation watches nearly 4 times as much as Gen Zers. Baby Boomers watch TV more than 2.5 hours longer per day on average. Even Millennials watch moderately more live TV than Gen Z.
Reasons for Gen Z’s shifting TV habits
There are several key factors contributing to Gen Z move away from traditional TV viewing patterns:
Streaming adoption
Gen Z is the first generation of digital natives who have grown up with on-demand streaming. The oldest Gen Zers were just 10 when Netflix launched its streaming service in 2007. So they have readily adopted streaming as their main method of TV viewing. Over 60% of Gen Zers say they stream TV content every day, compared to only 40% who watch live TV daily according to YPulse.
Mobile device use
Today’s teens and young adults are highly attached to their mobile devices. Smartphones and tablets give Gen Z flexibility to watch TV programming whenever and wherever they want. YPulse found that 51% of 13-24 year olds watch mobile video every day. So Gen Z is often streaming TV on the go, rather than sitting down to view live programming.
Social media engagement
Gen Z tends to be more interested in engaging on social media than passively watching traditional TV. They are the generation most likely to say they would prefer to give up TV before giving up their social media accounts. Social platforms like TikTok and YouTube provide a more participatory viewing experience. Gen Zers can discuss, react to and even create their own content inspired by what they watch.
On demand convenience
One of the top reasons Gen Z cites for preferring streaming is the ability to watch on their own schedule. Young viewers have embraced the on demand convenience of streaming TV, so they can view content that fits their schedule and interests. Scheduled live programming is less essential to viewing habits today.
Ad avoidance
Gen Z is more averse to traditional TV advertisements compared to previous generations. They have gravitated to ad-free streaming options. When Gen Zers do watch live TV, many use it as an opportunity to scroll through their phones or tune out during commercial breaks. So advertisements are less effective at reaching this young audience.
Differences in TV preferences
Beyond just total TV time, Gen Z also displays distinct program preferences compared to older viewers. According to GlobalWebIndex data, here are some of the top ways Gen Z and Millennial TV choices diverge from older generations:
| Gen Z/Millennials | Gen X/Boomers |
|---|---|
| Reality competitions like American Idol and The Voice | Crime procedurals like NCIS and CSI |
| Prestige drama series like Stranger Things and Game of Thrones | Sitcoms like The Big Bang Theory and Modern Family |
| Sci-fi/fantasy series like The Mandalorian and WandaVision | Live sports like NFL games and Olympics |
| Animated comedies like Rick & Morty and South Park | TV news programming |
While comedy, drama and reality shows remain popular across generations, Gen Z exhibits stronger preferences for specialty fictional genres. They also favor animation and seek out high-quality serialized content. News and live events appeal more to older viewers.
Impact on the TV industry
Gen Z’s shifting viewing patterns are dramatically impacting the TV business. Broadcast and cable networks face accelerating declines in live ratings as young adult audiences abandon traditional TV. Ad revenues tied to ratings continue to drop as a result. Broadcast TV ad spending fell by over 15% between 2020 and 2021 alone.
Streaming has emerged as the future of TV distribution and monetization. Media companies are scrambling to establish branded streaming platforms to court younger viewers. In 2021, streaming services accounted for over 30% of TV viewing in Gen Z audiences for the first time. Advertisers are also shifting budgets to target Gen Zers through digital video ads and branded content on YouTube, TikTok and Instagram.
Original digital programming has started to align better with Gen Z tastes. Popular youth-oriented shows like Euphoria and Never Have I Ever help drive subscriptions to streaming platforms. More teen and family friendly content is in the works from Netflix, Disney+ and others to cater to this important demographic.
The explosion of streaming also creates opportunities for newer media brands to gain relevance with young viewers. Platforms like Snapchat and TikTok have invested heavily in short form original programming. These mobile-native video options resonate strongly with Gen Z. Even social platforms like Instagram and YouTube function as TV alternatives for youth audiences.
As Gen Z ages into the 18-49 demographic most coveted by advertisers, their viewing habits will have an even greater impact. Networks and video services will need to evolve to create content and viewing experiences suited to this mobile-first, streaming-centric generation if they want to attract their attention and dollars.
Conclusion
Gen Z is driving an accelerating decline in traditional TV viewing. As digital natives, their habits have rapidly shifted to streaming video and mobile devices. On average, Gen Zers only watch about 2 hours of TV per day, half as much as older generations. They use more time-shifted and on demand sources compared to live TV. These changing habits reflect Gen Z’s desire for flexibility, ad avoidance, social interaction and interest in prestige content.
For the TV industry, Gen Z represents a hugely disruptive force. Broadcast and cable networks face diminishing relevance with young audiences. Advertising and programming models need to be reinvented to align with streaming consumption. New digital-first media brands also stand to gain ground through short form video. Understanding Gen Z viewing tendencies will only grow more crucial, as this group comes of age and their economic influence increases.