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A growing number of young Americans don't want to be subject to a broadcaster's rhythm for watching episodes of their favorite TV show. Thirty-four percent of them prefer to watch series that have already finished airing. A preference favors streaming platforms over traditional channels.
A growing number of young Americans don't want to be subject to a broadcaster's rhythm for watching episodes of their favorite TV show. Thirty-four percent of them prefer to watch series that have already finished airing. A preference favors streaming platforms over traditional channels.
Patience is a virtue... except for the many US-based viewers, particularly from Gen Z, who prefer watching TV shows that have already ended (34%) over those that are currently airing (22%), according to the latest Morning Consult report.*
The rise of social media has completely transformed the way younger generations watch TV shows. This trend is partly explained by a desire for instant gratification and a culture that serves up what we want nearly immediately: being able to "binge watch" a TV show from start to finish without waiting is a characteristic that this generation particularly values. This behavior 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 also somewhat reluctant to commit to series lasting more than three seasons. About a third of them (31%) express a preference for these long formats, compared with 44% of baby boomers.
Longer isn't necessarily better
Contrary to popular belief, Gen Z isn't only embracing shorter programs such as mini-series. This data suggests that, despite being accustomed to consuming short content on social networks, young adults are also capable of engaging with longer narratives, provided the content captivates them. According to the results of the study, the proportion of American adults who prefer longer programs is 18 percentage points higher than that of fans of shorter programs, all generations combined.
So no matter how long a series is, if its finale is already available, younger viewers prefer these programs 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 came to its conclusion in 2019, and the American version of "The Office," whose finale aired in 2013, were just recently among the most-watched programs on streaming platforms in the USA. Each show has nine seasons.
While there may be a stereotype that today's viewers, particularly the younger ones, don't have long attention spans, the data regarding their TV watching preferences paint a different picture. It is true that the older the consumer, the more likely they are to prefer longer programs, admits Morning Consult. And yet, paradoxically, young viewers find it more difficult to choose a new short program on a more regular basis than to fall back on the ease and comfort of a long TV show that has several seasons. A preference that helps explain the ongoing popularity of older TV shows among younger generations.
Survey conducted December 16-17, 2023 among a representative sample of 2,201 US adults, with an unweighted margin of error of +/-2 percentage points. "Neither" responses not shown.*
