Each generation has distinct preferences, behaviors and values that are shaped by a complex range of factors including lived experiences, major global events, the political and financial climate of the time, societal norms and of course, technological advancements. These preferences, behaviors and values influence how a person interacts and engages with products and services. It’s therefore critical that OTT product designers understand generational differences and have a deep understanding of their target generation’s expectations, needs and preferences.
Gen Z are often considered to be a particularly unique and interesting generation because they are the first generation to grow up with the internet. Gen Z are known as digital natives, and the way in which they consume content is significantly different from previous generations. For products and services to be appealing and engaging for Gen Z, the design, look and feel of service needs to be adapted to meet their specific requirements and expectations. Gen Z are mobile first and social media focused, so if video service providers want to capture and retain their attention, services need to be designed to accommodate these preferences.
Why Generational Understanding is Crucial for Product Design
One generation’s expectations of how a product or service should look, feel and operate can, and often does, differ enormously from the next generation. This is a real challenge for product designers. Take user experience as an example. Regardless of the generation, a great user experience is achieved when a product is easy to use and navigate, enjoyable to use, and brings value. The interaction with the product should be a positive experience. Yet, what makes a great user experience for Gen X (namely those born between 1965 and 1980) is not necessarily the same as for Gen Z.
So, in order to create a great user experience for a target audience of a specific generation, product designers need to have a deep understanding of generational preferences. There may well be a need to adapt the user interface and user journey or build in specific features that cater to that generation’s needs.
Similarly, designers can apply the same knowledge about generation preferences and expectations to make their product more appealing and engaging. This may mean making the product look a certain way by incorporating design elements such as colors, visuals and fonts that align with the tastes of different generations.
Product design is of course continuously evolving in line with changing preferences. While understanding generational differences is crucial for designing products that meet a target audience’s current needs, to anticipate users’ future product needs, designers need to also recognize generational trends. These kinds of generational shifts may be driven by a variety of variables including emerging technologies and social trends. Therefore, to keep one step ahead of competitors, designers need to not only consider what users want and need now, but also consider and understand what users may want from products in the future.
It stands to reason then that to design an OTT service that appeals specifically to Gen Z, designers need to understand the generation’s unique characteristics.
Spotlight on Gen Z
While the start and end years can vary slightly depending on which definition you use, Gen Z typically refers to people born between 1997 and 2012. This digitally connected generation has grown up in an always-on world, and are sometimes said to be chronically online. Gen Z are online for entertainment, music, shopping, making friends and socializing, dating, looking up information and working. This digitally native generation are mobile first and spend many hours every day immersed in their online ecosystem, switching between social media feeds, apps and websites. Social media connectivity, short form content (videos lasting less than 60 seconds), and hyper-personalized experiences are the norm.
According to research, Gen Z prefers short form content to traditional longer form content. This along with their thirst for social media connectivity, explains why Gen Zers are prolific on social media platforms such as TikTok, Instagram and Snapchat where personalized and visually engaging short form content feeds immediately capture their attention. The recent Deloitte 2025 Digital Media Trends report stated that over half of Gen Zers feel that social media content resonates more closely than conventional content such as TV shows or movies.
While short form content may be preferred, Gen Z does still watch long form content, albeit on-demand rather than in traditional linear format. While this is no surprise, what’s interesting about Gen Z behavior here is that when it comes to content recommendations, Gen Z prefers to get their content recommendations from friends and social media than video services themselves. Social platform for film enthusiasts Letterboxd is another source, with users sharing opinions of films, noting their favorites, and getting recommendations from other users with a similar taste. As a result, this generation tend to look for specific titles they want to watch, rather than browsing to find content that appeals or trusting OTT apps for content recommendations as older generations are more likely to do.
For video service providers, capturing and retaining the attention of Gen Z means rethinking traditional design strategies. Adapting video service design and approach is clearly important for engaging Gen Z but video service providers also need to ensure that they are focusing on the right areas to meet Gen Z’s needs.
Capturing Attention in Seconds
While research shows that on average, people’s attention span has decreased to around 47 seconds, Gen Z’s much-discussed short attention span may well be less about disinterest and more about discernment. Gen Z assess value almost instantly; some studies suggest it takes just 50 milliseconds to form an impression of a website, and only 2.6 seconds for the eyes to settle on key content areas. This makes intuitive, visually engaging, and purpose-driven design absolutely essential.
Platforms need to lead with high-impact content, bold visuals, and fast load times. If something doesn’t capture interest quickly, Gen Z will simply move on.
Gen Z also value instant gratification and so it pays for designers to consider features such as progress bars, seamless playback, and one-click access to trending content to help reduce friction. The interface must feel smooth and responsive. Anything less and the Gen Z audience will immediately move on, often to alternative platforms, or, if the specific title they are looking for can’t be easily found, to unofficial or even illegal sources. One thing video services can do to aid discovery and promote content is to build a strong presence on social media. They can then release shareable snippets of shows and movies and embrace meme culture to create a buzz and cultivate a sense of FOMO (fear of missing out).
Optimizing for Dual-Screen, Mobile Viewing
Gen Zers are masters of multitasking, often using two screens simultaneously, maybe watching a movie or TV show in one device, while chatting on social media or scrolling on another. Rather than trying to prevent this kind of fragmented attention, video providers instead need to accept that it is just the new normal and embrace it. Service designers must therefore ensure content is easily accessible, mobile-optimized, and responsive, with thumb-friendly controls and seamless transitions across devices.
As mentioned, mobile is Gen Z’s device of choice, driven by on-the-go consumption habits and often shared living environments. To design for a Gen Z audience, designers need to design services that are optimized for mobile use. This doesn’t simply mean adapting desktop designs to smaller screens, but rather designing native mobile experiences with intuitive navigation, swipe gestures, and accessible social sharing features built in from the start.
Offline viewing options and smart download prompts may also enhance the experience for Gen Z users who expect uninterrupted access, wherever they are. Video services that can offer this level of flexibility will earn the loyalty of users who are constantly both online and on-the-move.
Enabling Active Participation
Short-form, entertaining videos provide immediate satisfaction, and the interactive nature of social media platforms strengthens users’ emotional connection and loyalty to the platform. Some platforms offer personalized interactive elements such as rewarding consistent use with streaks, granting badges for completing series, or suggesting user challenges. These interactive elements enhance the sense of participation, adding to the engaging appeal of social media.
This same personalized and interactive approach can also be applied to video services by building in gamified features to reward viewing, possibly by offering badges for completed series, unlocking new content or perhaps enabling viewers to build their own playlists of memorable scenes. To successfully integrate gamification, video platforms need robust front-end frameworks to enable dynamic interfaces, paired with back-end systems that can monitor user behavior and track progress toward achievements. missing out). Additionally, features like watch parties, live premieres, or even Twitch-style streams can further enhance interaction and active participation.
Yet while Gen Z will likely respond well to interactive features, badges, and challenges, they also care deeply about their mental health, so these elements must be implemented with consideration about excessive screen time, and with transparency and a focus on wellbeing.
Designing for the Future
With the current ages of Gen Z range between 13 and 28, the youngest are still in full time education while the oldest may well already have jobs and mortgages. As the entire generation reaches adulthood in the coming years, they will make up a big proportion of target subscribers. As this generation ages, starts families, and shifts life stages and contexts, their core expectations, namely smooth design, mobile-first access, and interactive, personalized experiences, will continue.
Therefore, understanding what Gen Z want and delivering services that meet their specific needs will be critical going forward. Platforms that adapt quickly, evolve constantly, and stay tuned into the behaviors and values of this influential generation will be the ones that thrive in the next era of content viewing.
Nikki Perugini is Director of Product Design & Advisory – APAC at Accedo. She tackles UX by day and Rugby League by night.
