{"id":47832,"date":"2023-01-09T09:22:37","date_gmt":"2023-01-09T17:22:37","guid":{"rendered":"https:\/\/www.kochava.com\/?p=47832"},"modified":"2023-01-11T11:42:38","modified_gmt":"2023-01-11T19:42:38","slug":"ctv-and-gen-z-tvs-digital-revival","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/ctv-and-gen-z-tvs-digital-revival\/","title":{"rendered":"CTV and Gen Z: TV\u2019s Digital Revival"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1673465223939{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

The future of connected TV is in the hands of the Zoomers<\/h3>\r\n[\/vc_column_text][vc_column_text]With an appetite for binge-watching and cord-cutting the norm, Generation Z, alternatively known as Gen Zers, or Zoomers, is the new target demographic for <\/span>connected TV<\/span><\/a> (CTV) advertising. With a staggering<\/span> 92% of American households<\/span><\/a> reached by CTV advertising in 2022, it\u2019s no surprise that chief among them was Gen Z and Millennials who accounted for more than 110 million of smart devices. Known for their heavy consumption of streaming video content and preference for smart TVs, streaming media players, and set-top boxes, the upcoming generation is the first to grow up with broad access to internet-based content and technology. Consequently, Zoomers are more likely to utilize CTV to access social media and other internet platforms, making it a key part of their everyday life. CTV advertising is expected to continue to grow in popularity and reach, particularly as Gen Zers become a larger and more influential part of the consumer market. The ability to target specific demographics and interests through CTV advertising makes it an attractive option for marketers looking to reach this generation.\u00a0<\/span>\r\n\r\nBut before we get ahead of ourselves, let\u2019s take a look at the relationship between CTV and OTT.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1673283305213{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

CTV and OTT: A match made in heaven<\/h3>\r\n[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1673465166292{padding-top: 40px !important;padding-bottom: 40px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”47838″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text]What do macaroni and cheese, peanut butter and jelly, and CTV and <\/span>OTT<\/span><\/a> all have in common? They\u2019re the perfect (delicious) pair. The symbiotic and mutualistic nature of their relationship, nurtures the distinct yet complementary functions, which overall benefits consumers – delivering a diverse array of easily accessible content through internet-connected devices.<\/span>\r\n\r\nOTT<\/b>\r\n\r\nThe term OTT refers to television, film, and other content streamed \u201cover-the-top\u201d of the internet directly to viewers, rather than through traditional broadcast, cable, or satellite mediums. This process provides TV and video content online directly to CTV devices.\u00a0<\/span>\r\n\r\nCTV<\/b>\r\n\r\nCTV refers to the ability to access Internet-based content on a television set through a device such as a smart TV, a streaming media player, or a set-top box. CTV allows users to access a wide variety of content, including movies, TV shows, live events, and social media, all through their television set.<\/span>\r\n\r\nOftentimes these terms are used interchangeably, but that\u2019s incorrect. To keep things simple, think of it in terms of content and delivery method.OTT is like the pizza you\u2019ve ordered after a Friday night out and CTV is the delivery driver. Both work in harmony to get you what you want (hopefully in 30 minutes or less).<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1673283318903{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

Subscription services and Gen Z<\/h3>\r\n[\/vc_column_text][vc_column_text]While Gen Z hasn’t been immune to rising inflation or recession worries, they haven’t given up subscription services when scaling back on their monthly spending either. A study by <\/span>WeThrift.com<\/span><\/a> found that <\/span>80 percent of Gen Zers<\/span><\/a> have subscriptions in four of the five necessary subscription categories: video streaming, music, food, health & wellness, and miscellaneous. Of all the generations, Gen Zers also pay the highest monthly price for general subscription services at $377.<\/span>\r\n\r\nSubscription services offer benefits that are appealing to Gen Z. For example, many subscription services offer a wide range of content, including exclusive shows and movies that are not available elsewhere. Additionally, many subscription services offer features such as offline viewing, multiple language options, and the ability to customize the viewing experience, which can be particularly appealing to Gen Zers who are used to having a high level of control over their media consumption.<\/span>\r\n\r\nPopular OTT streaming services <\/b>[\/vc_column_text][vc_row_inner equal_height=”yes” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n