Generations United: The Changing Faces of CTV Audiences

CTV Advertising

In today’s rapidly evolving media landscape, CTV platforms have been profoundly transformed by Millennials, Generation Z, and Generation Alpha. Their digital fluency and preference for personalized content have fuelled a notable shift away from traditional television consumption habits, driving the popularity of on-demand viewing. With a focus on authenticity, diversity, and relevance, individuals within these demographics have seamlessly integrated Connected TV into their daily routines. This integration reflects not only a change in how entertainment is consumed but also highlights the adaptability of these generations to embrace new technologies and experiences that cater to their evolving preferences.

Here are some content viewing habits /trends across generations:

CTV Advertising

Millennials (Born: early 1980s to mid-1990s):

Generation Z (Born: mid-1990s to early 2010s):

Generation Alpha (Born: mid-2010s onwards):

As consumers across these generations continue to drive the evolution of Connected TV platforms, providers and advertisers need to remain responsive to their evolving preferences and behaviors.

Viewing Trends:

Across all generations, there is a notable shift towards Connected TV platforms as the preferred medium for entertainment consumption.

This trend underscores the importance of Connected TV platforms in catering to consumers’ evolving preferences and behaviours across different generations, solidifying its position as a dominant force in the modern media landscape.

What it means for advertisers and brand marketers:

By embracing Connected TV, advertisers can maximize their reach and impact, driving brand awareness and engagement across all age groups for greater success.

Lemma empowers brands to efficiently reach all generations on Connected TV platforms:

Did you know? With over 1.1 billion Connected TV devices worldwide, 98% of internet-connected households are accessible through open programmatic CTV Advertising. In the UK, two-thirds of the population watches digital videos on Connected TV devices, while nearly 69% of Americans are Connected TV users.


With Lemma’s capabilities, brands can seamlessly connect with all generations on Connected TV platforms. Stay tuned for further insights and discoveries as we continue to explore the ever-changing world of Connected TV!