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Instant Intelligence: CTV is where Gen Zers are most likely to see your ad

83% of Gen Zers surveyed in our latest research agree they are more open to seeing ads on streaming OTT/CTV than on all other digital channels. See our omnichannel report for more insights.

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Gen Z’s emerging buying power requires marketers to know where and how to reach this coveted audience. While American Gen Zers’ time is split across the open internet and walled gardens, our research shows that streaming over-the-top (OTT)/Connected TV (CTV) is where they’re most likely to see advertising. 

What we found: 83% of Gen Zers surveyed agree they are more open to seeing ads on streaming OTT/CTV than on all other digital channels.1 Additionally, 75% of our respondents cite their openness to seeing advertising on digital out-of-home (DOOH) and podcasts, while 74% say they’re more receptive to ad exposure on music streaming services.2 

What it means: Gen Zers’ extensive time online (11 hours and 39 minutes per day3) indicates the importance of marketers leaning into omnichannel strategies for more efficient reach and stronger engagement across all channels. 

Sources:
1. The Trade Desk Intelligence and PA Consulting, October 2024, U.S.
2. Ibid. 
3. GWI, Gen Z, Q3 2023 – Q2 2024, U.S.

See our omnichannel report for more insights

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