How to reach Generation Z

Adapt your strategy to capture the attention of young consumers: focus on digital media without overlooking the complementarity of traditional channels!

Boost your reach with the 'Big' media

Generation Z is shaking up the media landscape, as it embraces fresh formats and platforms in ways we’ve never seen before. To connect with this dynamic audience, tapping into digital media is a must.

But does that mean they neglect traditional channels like TV and radio entirely? Not so fast! These classic channels are still key players in the media mix that Generation Z turns to for both info and entertainment. And they’re powerful tools for boosting the reach of your advertising campaigns.

Your brand is trying to connect with this influential generation? You are ready to reach them on a massive scale? RMB’s data-backed insights show you how to grab their attention and take your campaign to the next level.

64%

Weekly TV content audience (ages 12-34) 

45%

Daily live radio audience (ages 12-34)

04h36

Daily audio consumption (ages 12-34)

Mix it up: the winning recipe!

The secret to grabbing Generation Z’s attention—digital natives who are tech-savvy and always plugged in—is speaking their own language. It’s all about telling the right story with the right visuals and vocabulary that resonate with them.

When it comes to media, both video and audio offer unique superpowers:

  • Video is a crowd favorite among young people, effortlessly bridging communication channels. That’s why TV campaigns pair perfectly with social media videos, creating a seamless, engaging experience.
  • Audio, the ultimate companion for their on-the-go lifestyle, is perfectly in tune with their fast-paced world. Plus, they have a strong connection with radio stations, especially those that bring unique, live experiences directly to their listeners.
To our cross-media solution
a young girl on your phone

Other key results

Focus on video

  • With 64% weekly reach, TV broadcaster content (live, recorded, timeshifted, BVOD, etc.) is the most consumed video content by young people.
  • The top 2 and 3 weekly video audiences among 12-34 year-olds are social media videos (58%) and on-demand paid service movies/TV shows (57%).
  • Over the course of a week, most young adults consume both TV content and social media videos.
  • The 12-34 year-olds who watch exclusively TV content in a week represent 30% of the combined coverage from TV content and social media videos, showing the strong incremental reach potential of TV broadcasters.

Source : Establishment survey 2023 ; Sud

Focus on audio

  • 12-34 year-olds consume audio daily at a rate of 84%, the same as the population average, but their listening time is longer (04h36 vs. 04h24).
  • Live radio is the most consumed audio format, with 45% of 12-34 year-olds tuning in daily.
  • Among all audio formats, live radio also takes the longest listening time on an average day (37% of audio consumption).
  • The 2nd and 3rd highest daily audio audiences among 12-34 year-olds are streaming services (35%) and music on video platforms (30%).

Source : Cim Audio Time 2024 ; Sud

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