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Breaking Down Gen Z’s Content Tastes

By: James Flippin · December 13, 2022 · Reading Time: 4 minutes

What’s Gen Z Watching?

For marketers and major film studios, Gen Z has been particularly difficult to get a reading on. However, a new report from the business intelligence company Morning Consult has finally been able to offer some insight.

In a revelation that members of the generation might consider meme-worthy, the report reveals that Gen Zers overwhelmingly like Minions, horror movies, and Dwayne “The Rock” Johnson. The Despicable Me franchise is more popular with Gen Z than any other franchises.

In second place was the new Jumanji franchise, starring none other than The Rock. Additional high-ranking franchises included the Marvel Cinematic Universe, Pirates of the Caribbean, and Jurassic Park.

Where’s Gen Z Watching?

With perhaps more modes of consuming content available now than ever before, answering what Gen Z watches has proved easier than answering where they watch it. The answer, in fact, seems to be a blend of many modes.

Gen Z spends a lot of time streaming on social media channels like TikTok and YouTube (GOOGL). However, their internet fluency can drive traffic from phone screens to big screens, too. Take #GentleMinions, for example: a viral TikTok trend which inspired Gen Z to wear suits while viewing Minions: The Rise of Gru in theaters. The film’s opening weekend haul was $107 million at the domestic box office. 56% of attendees were ages 13 to 24.

Social media is undoubtedly the launchpad for Gen Z trends. But their destinations are far more difficult to predict.

How Long is Gen Z Watching?

Gen Z is considered the first generation to never know a world without the internet. The report confirms, as many of their elders have often accused, that this has led to shorter attention spans.

The popularity of TikTok, which only allows users to share short videos, has long been touted as evidence of this. However, it would appear that mentality also applies to content, with 69% of Gen Z saying that they prefer TV episodes running 45 minutes or less. And for films, they prefer a runtime of 2 to 2½ hours, even as blockbusters balloon to 3+ hours in length.

The global pandemic, which altered the economic landscape, also obscured marketers’ readings on Gen Z’s tastes. However, this new report is finally offering some clarity.

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