GENERATIONAL DIFFERENCES AND MEDIA. HOW ARE THEY CHANGING THE MEDIA OFFER?

The Digital AI 2025 study suggests that younger generations prefer audiovisual content on social media and streaming platforms. The media is set to transform into content producers across channels.

The future of media is shifting to video platforms, streaming and artificial intelligence, according to the Digital AI 2025 study conducted by PR agency Nest Media through face-to-face interviews.

The study shows that while Generation X and baby boomers are still partly sticking with traditional content sites and subscriptions, younger Generation Y and especially Z are increasingly moving to social networks and YouTube. For the alpha generation, text-based sites are less relevant anymore, as their entry point into media is audiovisual platforms.

In addition, after 2022, there is a decline in interest in traditional political and investigative news or clickbait-based models. Readership is declining and with it advertising revenues. The media are therefore looking for new models, especially subscriptions, but so far these tend to appeal to an older audience.

Another factor of change is the rapid emergence of artificial intelligence (AI) applications such as ChatGPT or Google AI Overviews. These tools are threatening traditional search and thus website traffic. The study predicts that advertising budgets will gradually shift directly to AI ecosystems.

The foreign trend, according to the study, shows that even radio and websites are increasingly shifting to video. YouTube or streaming services combining audio and video are now competing not only with news sites but also with linear TV and radio. Authentic content aimed at Generations Y and Z is becoming a key element of the strategy.

Traditional TV is adapting: in addition to linear broadcasting, they are creating content directly for social networks and YouTube to reach younger audiences without having to switch to a TV platform. Conversely, linear radio is moving towards a transformation to a streaming or video format, according to the study.





It is becoming crucial for brands to reach Generations Y, Z and alpha through content platforms. Success will depend on media's ability to build a direct relationship with the user, distribute content across channels, and adapt to an AI-influenced environment.

Source: mediaguru.cz