The most recent generations “no longer turn on the TV,” and they do not do so because “they are not interested at all and because they look for information in other applications,” says business school professor Pablo Foncillas. And he adds that the difference in the use made of platforms like TikTok and YouTube lies above all in age.
In this sense, a survey indicates that Generation Z prefers the ByteDance app as a video entertainment platform, while those belonging to Generations X and Boomers opt for streaming. And what is the key to capturing the interest of the youngest? The “no script or the microformat – 20 second content” – she responds.
A trend that does not go unnoticed by advertisers, as demonstrated by the fact that, for example, TikTok plans to increase advertising investment on the platform by 14.3% this year.
