The Creator Economy Can Thrive With Audiences That Are Over Traditional Advertising

Whalar’s recent study found that half of Gen Z spends zero hours on ad-supported television

Consumers often jump at any opportunity to avoid ads. When an ad break disrupts a program in network TV’s carefully curated prime-time schedule, many viewers take that bathroom break or grab a snack from the kitchen, while digital users are increasingly flocking to ad blockers or skipping pre-roll ads the moment the content lets them. But when an influencer they trust promotes a brand and other fans attest to the product in the comment section, people stop looking away.

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