How can programmers reach Gen Z? Go straight to the source. Hali Anastopoulo, Co-founder and Chief Creative Officer at Get Me Out Productions – and a member of that desirable demo – will take part in the “Wherefore Art Thou, Gen Z?” discussion at the Cynopsis Big TV Conference, taking place September 27-28 in NYC. Here’s a preview of the insights she’ll offer.
What do you believe is the best way to market a new show to Gen Z?
As a member of Gen Z myself, I can confirm that we’re drawn in by online conversation and engagement. Gen Z viewers congregate around a multi-platform virtual water cooler that includes TikTok, Instagram, and YouTube. We’re inspired by online content–memes, TikTok trends and suggested videos–to engage with our friends by watching streaming TV. We respond to a conversational experience. Gen Z is wary of traditional advertising formats that “feel” like an ad. The way to get our attention is through fun, additive content that leads to a real conversation with our peers.
What is the biggest misperception about the demo?
That Gen Z is a picky audience or doesn’t value long-form content on streaming. In my view, Gen Z is an audience with total openness for great content–whether it’s domestic or international, subtitled, scripted or unscripted, short or long-form. Gen Z will watch international formats with subtitles. We’ll watch and love classic reality formats that change up their casts each season, like “Love Is Blind” and “Survivor.” Research will tell you that Gen Z likes to watch YouTube, but that doesn’t mean we want to watch YouTube-style content on streaming TV. We love digging into great long-form storytelling, content that leads to a great conversation.
You have a reality TV show background. What type of reality content is most popular with Gen Z, and where do they watch?
When my team and I are developing shows to resonate with Gen Z, we gravitate toward a few formats. Escapist social experiment shows like “Bachelor in Paradise.” True crime storytelling. Shows built around online creators who have a strong base of loyal, engaged followers even if that means more niche (you can’t just add influencers to a show and hope for the best). As we develop concepts, we’re always working toward creating an active viewing experience for all viewers and for Gen Z in particular.
