Generation’s Z screen culture: Understanding younger users’ behaviour in the television streaming age

Abstract

Post-crisis Greece is experiencing dynamic audiovisual market growth, faster than the EU average. As Greek TV responds to the challenges of the streaming era, new paths are forged by young viewers/users. This article, based on a survey of nearly 1,000 students, attempts to characterise the viewing patterns of young audiences, who are early adopters and heavy consumers of streaming television. We argue that whereas young Greek media users favour streaming platforms, they value the social character of traditional television, which plays a prominent role in post-crisis Greece. Young media users’ screen behaviour can be described as mobility-centred and algorithmically naïve.