Patience is a virtue – except, apparently, for many US-based viewers, particularly from Gen Z. According to a new report from Morning Consult, this demographic prefers watching television shows that have already ended (34%) over those that are currently airing (22%).
The rise of social media has completely transformed the way younger generations watch TV shows. This trend is partly explained by a desire for and culture of instant gratification, where being able to “binge watch” a TV show from start to finish without waiting has become the norm.
This behaviour is also influenced by the dynamics of social networks, where short formats rule. TikTok has even reinvented binge-watching with the emergence of “micro-binging” – a phenomenon that could help explain why Gen Z is often reluctant to commit to series lasting more than three seasons.
Indeed, about a third of them (31%) express a preference for long formats, compared with 44% of baby boomers, according to the survey.
Yet, Gen Z isn’t only embracing shorter programmes such as miniseries; the data suggests that this generation is also capable of engaging with longer narratives, as long as the content captivates them.
According to the study, the proportion of US adults who prefer longer programmes is 18% higher than that of fans of shorter programmes, all generations combined. So, no matter how long a series is, if its finale is already available, younger viewers prefer these shows to avoid the frustration of waiting between each episode or season.
For streaming platforms, this observation can help guide content strategies aimed at attracting and retaining a younger audience, crucial to their growth and relevance in an ever-changing market.
It’s no surprise, then, that the TV show “Suits”, which ended its run in 2019, and the American version of “The Office”, whose finale aired in 2013, were just recently among the most-watched programmes on streaming platforms in the US. Each show has nine seasons.
While there may be the assumption that today’s viewers don’t have long attention spans, the data regarding their TV-watching preferences paints a different picture. The older the consumer, the more likely they are to prefer longer programmes, Morning Consult affirmed. Yet, paradoxically, young viewers find it more difficult to choose a new short programme than a long TV show with several seasons.