THEME OF THE MONTH: YOUNG TARGET GROUP

STREAMERS SHIFT TOWARDS SCRIPTED ROMANCE AS REALITY DATING SHOWS DECLINE

Streaming platforms are shifting decisively toward scripted romance, with Ampere Analysis reporting that 83% of first-run romance commissions in H1 2026 were scripted, up from a near-even split with reality formats in late 2022. The move reflects durable demand among younger viewers: 49% of 18 to 24-year-olds enjoy romance content, seven points above the global average, while interest in the genre has held steady since 2020 even as comedy, action and crime have declined. Book adaptations are becoming a key commissioning driver, with more than 40% of scripted romance orders based on novels and first-run literary adaptations up 73% over two years, helped by discovery through communities such as BookTok. Amazon and Netflix accounted for all major US scripted romance commissions tracked in the first half of 2026, underscoring how established fan bases and longer-term engagement are reshaping streamer investment priorities.

STUDY: YOUNGER VIEWERS MORE DISTRACTED BUT MORE RECEPTIVE TO ADS

Hub Entertainment Research’s 2026 “TV Advertising: Fact vs. Fiction” study shows ad acceptance at a five-year high, with only one in ten viewers saying they cannot tolerate ads and just under one third willing to pay an extra $4-5 per month to avoid them. Gen Z is more distracted but also more commercially receptive: younger viewers are more likely to multitask during breaks, yet eight in ten say they keep listening to ads, and they are more willing than older audiences to trade higher ad loads for lower subscription costs. The findings also point to a clear targeting and trust opportunity for marketers, as viewers prefer more relevant TV ads, are most comfortable sharing viewing and basic demographic data, and generally trust TV services more than social platforms with personal data. AI earns support when it improves discoverability, reduces repetition, and makes ads less interruptive, but viewers are notably more skeptical about AI-generated commercials and trailers.

TV ADVERTISING IS MORE POPULAR THAN SOCIAL MEDIA

tvScientific’s survey of 600 U.S. viewers found that 65% made a purchase after seeing a TV advert, underscoring television’s role across the full funnel from brand discovery to conversion. The study also shows strong multi-screen behavior, with 78% using other devices while watching TV and Gen Z leading engagement, as 91% use social media during viewing and show greater interest in personalized, interactive formats. For marketers, the takeaway is that TV combines premium, trusted perception with cross-channel impact, as roughly half of respondents rated TV ads more premium, less intrusive, and more trustworthy than social media advertising.

THE END OF THE ‘LIVING ROOM ALTAR’. HOW GEN Z HAS DISRUPTED TRADITIONAL TV VIEWING

For the baby boomer generation, the television remains the focal point of the home and a digital ‘altar’ around which furniture is arranged and daily life organised. For Generation Z, however, the role of this device has changed dramatically. It is no longer a “window to the world”, but often merely the largest and, paradoxically,… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

ADVANCED TV STUDY 2026: CONNECTED TV BECOMES PRIMARY VIEWING ENVIRONMENT

Connected TV (CTV) usage continues to diversify across households in Germany and Austria, strengthening its value for advertisers through more targeted and attentive audiences, according to the Advanced TV Study 2026 by Azerion Austria and Goldvertise Media. Based on a survey of 2,500 respondents aged 16-69 conducted in January 2026, the study shows that CTV is now… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GEN ALPHA DRIVES SHIFT TOWARD AI-POWERED ENTERTAINMENT DISCOVERY

Gracenote has released a new report examining how artificial intelligence is reshaping the way audiences search for and discover entertainment content, with younger viewers leading the adoption of chatbot-driven tools. The report, titled “TV Search and Discovery in the AI Era,” found that 66% of respondents reported increased chatbot use over the past 12 to… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

STUDY USA: YOUNGER CONSUMERS MORE WILLING TO LET AI CONTROL SUBSCRIPTIONS

A new report from Bango found that younger consumers are significantly more willing than the general population to let artificial intelligence manage their subscriptions, signaling a shift in how digital services may be accessed and bundled. The study reported that 40% of Gen Z respondents in the United States would allow AI to automatically subscribe,… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

BLACKPINK, BTS AND THE ART OF SELLING ANYTHING. HOW IDOLS BECAME A GLOBAL ADVERTISING PHENOMENON

BLACKPINK released their new EP Deadline on 27 February 2026. It is their first group project since the 2022 album Born Pink and also the first outcome of renewed group activity following a four year solo hiatus. The comeback of a group that ranks among the most commercially leveraged acts in the history of K… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION ALPHA: CZECH CHILDREN ARE HAVING THEIR SAY ON PURCHASES AND BRAND CHOICES

Generation Alpha is growing up in both the digital and physical worlds. For them, a smartphone is not just a technological tool, but a means of connecting these two worlds, according to new research on Generation Alpha by Ipsos. The youngest generation, known as Generation Alpha – comprising children born between 2015 and 2024 –… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES

Media multitasking is no longer confined to younger viewers, with new Omdia research showing sharp growth in mobile video viewing alongside television among older age groups in the United States. According to the research, 52% of viewers aged 45-54 watched video clips on their mobile phones while watching TV in November 2025, up from 39%… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION ALPHA 2025 STUDY: HOW THE YOUNGEST CONSUMERS ARE CHANGING THE PURCHASING DECISIONS OF CZECH HOUSEHOLDS

More than a million children in Czechia have a significant influence on their families’ purchasing decisions. Learn about the consumer behaviour and purchasing power of Generation Alpha, who are not afraid to express their opinions. An intuitive approach to Generation Alpha is no longer enough. This is probably the most sophisticated group of child consumers… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC

Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP