Enjoying Content Without Context... Content Consumption Unique to Generation Z

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Generation Z (ages 15-29) values entertainment over story plausibility when watching content, according to a recent survey.

The Korea Creative Content Agency and JoongAng Group announced the results of the "Gen Z Content Usage Trend Study" on the 28th at the 'International Broadcasting & Video Market (BCWW) 2024' held at COEX in Samseong-dong, Gangnam-gu, Seoul. The report analyzed the content consumption patterns of Generation Z. From the 15th to the 25th of last month, about 1,500 men and women aged 15 to 69 nationwide were surveyed on their preferred topics, genres, usage time, and more.

According to the findings, over 40% of Generation Z prioritized entertainment value over the plausibility of the storyline when watching dramas and movies. They also responded that in variety shows and webtoons, it was acceptable if the content induced laughter even if the plot or realism was lacking. This tendency was even more pronounced in gaming, where more than half preferred imaginative worlds or strange stories over realistic settings.

The preference for stories without context was also evident in YouTube and TikTok usage. Forty-three percent of Generation Z said they enjoyed absurd or nonsensical content. Kim In-ae, a senior researcher at the Korea Creative Content Agency, explained, "Challenges like the 'Kkongnyang Challenge' and 'Malatang Huru Challenge,' which were popular in the first half of the year, are representative examples," adding that this sharply contrasted with the Baby Boomer generation (ages 60-78), where only 28% responded similarly.

Generation Z's unique characteristics also appeared in the themes and settings of content. More than half welcomed virtual worlds that could plausibly exist in reality. Hwang Oh-young, Investment Director at JTBC JoongAng, cited the dramas "Seonjae Upgo Twieo," "The Woman Different by Day and Night," and "Not a Hero, But..." as successful examples. "Each featured unique narratives that oscillated between reality and fantasy, creating a mysterious atmosphere through direction, which sustained their popularity," he explained, adding, "They captured the attention of Generation Z, who tend to prefer variety shows."

Immersion is crucial when balancing between reality and fantasy. In variety shows, genres that require this are mystery and romance. Direction that encourages viewers to become characters themselves is important. Director Hwang noted, "In the first half of the year, shows like 'Crime Scene Reeds,' 'Love Siblings,' and 'High School Mystery Club 3' were very entertaining."

Generation Z also showed a tendency to be sensitive to others' reactions. When they encountered reactions similar to their own, they felt greater empathy and interest in the content. Conversely, when they saw opposing reactions, they sought out more responses on platforms like YouTube, Instagram, and X (formerly Twitter) to reassess their own thoughts.

Researcher Kim pointed to "Spring in Seoul" as an example of content that elicited the former reaction. "A challenge where viewers measured their heart rate and stress levels with smartwatches while watching and shared the results on social media became popular," she said, analyzing that "it was a precursor to attracting over 10 million viewers." She added, "The desire for empathy and communication often leads to active expressions known as 'deokjil' (fandom activities), and spaces where people with similar tastes share emotions and communicate will frequently open."

Second-by-second content consumption is another indispensable characteristic of Generation Z. Watching at increased speeds and skipping are standard. A significant number experience content at 1.5x speed, and many even enjoy it at 2x speed. Director Hwang shared, "More often than saving time, it was because they couldn't tolerate boredom."

This tendency also appeared in news consumption. They preferred cases where they could quickly grasp the core information rather than abundant details. Director Hwang analyzed, "Forty-three percent of Generation Z who use YouTube news gathered information through Shorts," adding, "They wanted to quickly grasp trending news and respond sensitively." He also mentioned, "They preferred 'split content' that delivers only the key information quickly in dramas and variety shows."

Regarding artificial intelligence (AI), Generation Z showed contradictory attitudes. While they trusted and utilized algorithm-recommended content more than other generations, they were the most negative about AI-generated content. Researcher Kim said, "Compared to the Baby Boomer generation, they viewed the quality of AI content as lower," explaining, "The general opinion was that AI content still falls short of the creative domain and lacks depth in detailed aspects, making it difficult to trust." She interpreted this as "indicating high expectations and demands for AI-generated results."