Samba TV’s research is putting renewed focus on streaming video, mobile behavior and cross-screen measurement as advertisers rethink how to reach Gen Z consumers. The company’s Gen Z analysis, based in part on a HarrisX survey of more than 2,500 U.S. adults conducted March 23-27, 2023, found that younger adults are not simply watching less traditional TV; they are watching, browsing, shopping and discovering entertainment across multiple screens at once.
What does Samba TV say is changing in Gen Z media consumption?
Samba TV says Gen Z media consumption is being shaped by a streaming-first, mobile-heavy viewing routine that makes conventional TV-only planning less reliable. In its 2023 findings, eight in 10 Gen Z adults watched TV through streaming services, while 65% did not have access to a traditional cable subscription. The company also reported that 85% of Gen Z viewers looked at a mobile device while watching TV and 47% shopped online during TV viewing, creating a clearer link between viewing moments and potential commerce activity.
The findings reinforce a core challenge in Gen Z marketing: attention is fragmented, but it is not absent. Instead of treating television, mobile and social platforms as separate silos, Samba TV argues that advertisers should plan for a connected consumer journey that may begin with streaming content, continue through a mobile search, and end with a purchase or app interaction.
Samba Television: Mobile devices turn TV into a performance channel
For advertisers studying samba tv marketing gen z insights, the mobile layer is the most actionable part of the report. Samba TV said mobile-focused calls to action, including QR codes and links to mobile landing pages, can meet viewers where they already are. The company’s analysis also found that 44% of Gen Z adults had paused a TV ad to look up a product or make a purchase, while 34% had bought a product through a QR code shown in a TV ad.
That behavior points to a shift in how TV advertising is evaluated. Brand awareness still matters, but younger viewers’ second-screen habits give marketers more chances to connect exposure with measurable response. A streaming ad can prompt a search, a scan, a social follow or a cart visit in the same viewing session, making creative clarity and fast mobile experiences more important.
Key implications for advertisers include:
- Build creative that is easy to understand in the first few seconds.
- Pair connected TV and streaming campaigns with mobile-ready landing pages.
- Use QR codes only when the offer, destination and next step are obvious.
- Coordinate messaging across TV, social, search and retail media.
- Measure reach and outcomes across screens rather than by channel alone.
Social platforms influence what Gen Z watches next
Samba TV’s report also highlighted discovery as a major factor in Gen Z viewing behavior. More than three-quarters of Gen Z consumers visited entertainment platforms and social media apps for recommendations on what to watch, with TikTok and Instagram ranking as leading sources in the company’s findings.
That matters because Gen Z marketing is increasingly tied to culture in motion. A show, creator clip, meme or recommendation can move attention quickly from a social feed to a streaming platform. For media companies and advertisers, the practical lesson is to align campaign timing, social creative and streaming placements so they reinforce each other instead of competing for isolated moments.
Samba Television: Streaming momentum keeps the strategy relevant
Samba TV’s later research shows the broader shift toward streaming has continued. In its 2025 U.S. State of Streaming report, the company said streaming accounted for 60% of all TV time and that total streaming TV time rose 46% year over year, underscoring why advertisers are prioritizing connected and ad-supported environments.