Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us

Gen Z doesn't like streaming ads. Should marketers be worried?

The news: Streaming has cemented its dominance over traditional TV, but ad-supported experiences still face friction—especially among younger viewers.

  • Audiences value the control and flexibility streaming provides (70% cite the ability to watch at their own pace), but “fewer ads” ranks as a top preference. That’s a warning sign for ad-supported models.
  • Two-thirds of US viewers across age groups say live TV ad breaks are more tolerable than those in on-demand streaming, per Hub Research. But as streamers ramp up live programming, it’s unclear whether ad breaks in live streaming will earn the same leniency as traditional live TV.
  • Only 35% of users say they pay more attention to streaming ads—barely up from 33% in 2024.

You've read 0 of 2 free articles this month.

Create an account for uninterrupted access to select articles.
Create a Free Account