Capturing the eyeballs of Generation Z

At eight seconds Generation Zs’ attention span may be short, but Jette Nygaard-Andersen of the Modern Times Group believes that it has cracked their viewing habits.

The Nordic media company has thoroughly researched the demographic that follows on from Millennials because in just two years the Swedish-based media company predicts that it will make up 40% its viewing audience. (Gen Zs are people born from the mid-1990s to the early 2000s).

Addressing delegates during Thursday afternoon’s session on reaching a ‘digital first’ audience, Nygaard-Andersen - EVP and CEO of MTGx Digital Video Content and MTG International Entertainment - said that the generation which juggles with up to six devices per day only wants to watch content that is hyper relevant to them.

“They want to be engaged; they want you to be authentic and they want to share the same values as they have.”

Nygaard-Andersen said that around 85% of Gen Z’s get…