In the age of streaming services, how can advertisers connect with and influence consumer behaviour of younger audiences?
Mäkinen, Laura (2019)
Mäkinen, Laura
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060715393
https://urn.fi/URN:NBN:fi:amk-2019060715393
Tiivistelmä
The streaming media services have grown massively in popularity during the past ten years and are even set to surpass the traditional cable in viewers in the upcoming years. One group that is adapting to the change perhaps quicker than others is the youngest generation to date, Generation Z. This poses challenges to advertises, who need to come up with new ways to influence the younger audiences now that they are habiting mediums outside the reach of the traditional marketing channels.
The purpose of this study was to investigate the number of ways advertisers still have at their disposal when it comes to marketing for and influencing younger generations. The research was based on existing secondary data on the consuming habits and behaviour of Generation Z as well as the current status of streaming services. The thesis focuses especially on the video streaming media, although other streaming media outlets will be mentioned for reference in certain points in the text. In addition, existing marketing theories were used as a starting point for the analysis, which focused on assessing the current situation and how advertisers can develop from it.
The results of the research indicated that Generation Z habits the digital landscape in an unprecedented way. They spend around a half of their daily hours online, viewing videos, sharing pictures and searching information on various different social media platforms and several devices. The main discovery of the study was that all these devices and platforms are used for different purposes and the attitude towards advertisements can depend on the medium on which it is presented, as well. Moreover, it was revealed that the young people see user generated content as a more trustworthy source than that generated by the companies themselves.
In order to successfully advertise to Generation Z, the simplest conclusion was to do it on their terms. In essence, this means advertisers must understand the different functions behind the use of multiple screens and platforms and address the needs driving them, as well as concentrate on building good relations through trust and communication and capitalize on authenticity and transparency in all their operations.
The purpose of this study was to investigate the number of ways advertisers still have at their disposal when it comes to marketing for and influencing younger generations. The research was based on existing secondary data on the consuming habits and behaviour of Generation Z as well as the current status of streaming services. The thesis focuses especially on the video streaming media, although other streaming media outlets will be mentioned for reference in certain points in the text. In addition, existing marketing theories were used as a starting point for the analysis, which focused on assessing the current situation and how advertisers can develop from it.
The results of the research indicated that Generation Z habits the digital landscape in an unprecedented way. They spend around a half of their daily hours online, viewing videos, sharing pictures and searching information on various different social media platforms and several devices. The main discovery of the study was that all these devices and platforms are used for different purposes and the attitude towards advertisements can depend on the medium on which it is presented, as well. Moreover, it was revealed that the young people see user generated content as a more trustworthy source than that generated by the companies themselves.
In order to successfully advertise to Generation Z, the simplest conclusion was to do it on their terms. In essence, this means advertisers must understand the different functions behind the use of multiple screens and platforms and address the needs driving them, as well as concentrate on building good relations through trust and communication and capitalize on authenticity and transparency in all their operations.