Fullscreen's Research Finds Gen Z Enjoys Branded Content More than Millennials

Study shows teenagers prefer influencers

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In lieu of presenting at this year’s NewFronts, Fullscreen opted to provide its clients with multiple rounds of insights and research throughout the year.

With research conducted by Leflein Associates, the entire report shows that members of Gen Z “expect to be able to have direct access to friends, celebrities and brands,” said Pete Stein, Fullscreen’s general manager.

What Fullscreen wants marketers and brands to remember is the generational gap between Gen Z (aged 13-17) and millennials (aged 18-34), who are more likely to consume content on traditional TV, publisher sites and blogs, where members of Gen Z are early adopters on things like short digital videos, social media sites/apps and watching full-length shows/movies online.

Branded content and influencers

If brands are interested in connecting with young teens, Gen Z is receptive generations to branded content.

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