Gen Z + Community: Seeking Connection

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Gen Z + Community: Seeking Connection

Is Gen Z truly the “loneliest generation?” How has an increasing reliance on technology and the ripple effects of an unprecedented pandemic shaped the needs and tensions in this young generation's search for connection?

 

79% of Gen Z say, "my generation needs more offline time together." – Paramount's Gen Z and Community Study, 2025

 

Beyond the alarming news headlines, the story of Gen Z and their path to kinship and community is nuanced and evolving. Overcoming both internal and external challenges in their formative years, they’re emerging as social experimenters, rebuilding community, sparking new forms of belonging, and embracing the platforms and brands that enable their connection. To them, the word “community” is more than just a buzzword, it’s a part of their identity, sense of purpose, and everyday motivation.

 

75% of Gen Z say, "community is critical to their mental health." – Paramount's Gen Z and Community Study, 2025

 

Paramount Advertising’s latest study, “Gen Z & Community: Seeking Connection” explores the unique drivers that motivate this cohort’s desire to form community, and the ways brands can support them authentically and meaningfully.

 

75% of Gen Z feel more loyal to a brand that supports their community.  – Paramount's Gen Z and Community Study, 2025.

Paramount Advertising's Insights Hub showcases smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us for additional questions.

Building Fandoms: Streaming and Social

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Building Fandoms: How Streaming and Social Media are Growing New Fan Communities 

In today’s digital world, TV and media consumption have undergone massive transformation. While not completely gone, the constraints of appointment television have been lifted, opening the door for audiences to enjoy their favorite serialized shows at their pace - often in epic binge-watching sessions. This shift has changed not just how we watch TV, but also how fandoms are created and sustained.

 

Streaming Services and Changing Viewer Preferences

Streaming services have flipped the script on how we watch TV. According to YouGov, many TV watchers prefer hour-long, serialized shows that are new to them. This setup caters to our craving for uninterrupted, immersive viewing experiences, and offers an opportunity for audiences to connect with a vast library of content they never had access to before.

 

Fandoms: The Heart and Soul of TV Shows

Fandoms have always been the secret sauce behind the success and longevity of TV shows. These dedicated fan groups create a sense of community and belonging, diving into discussions, fan theories, and fanfiction. Shows like “FBI,” produced by Dick Wolf, show how fandoms can drive massive viewer engagement. A 2023 Paramount study found that the show is not only well-known nationwide, but also brings different people together, tackles relevant social issues, and delivers thrilling, action-packed stories.

 

Building New Fans with More Content Availability

Thanks to streaming, it’s easier than ever for new viewers to jump on board to both new and old shows. This accessibility is key to building new fandoms at any time. For example:

 

  1. Binge-Watching: 42% of American TV watchers binge-watch at least half the time they watch TV (YouGov, 2022). This lets new viewers catch up on entire series quickly, joining the fandom without the long wait.
  2. Serialized Content: Serialized shows with story arcs spanning multiple episodes or seasons help new fans dive deep into the narrative world, leading to more active fandom participation.
  3. Community and Discussion: Streaming platforms often have built-in communities where fans can discuss episodes, share theories, and connect with like-minded folks. This social aspect is a powerful tool for keeping interest alive and building new fandoms.
  4. Global Reach: Streaming services have a global reach, allowing shows to gain international fanbases. Shows like “FBI” can reach viewers in different countries who might not have had access through traditional broadcasting. 
     

It’s not just new shows reaping these advantages, time-honored series have gained new fans as the ability to watch and connect with a program has expanded. Recent studies of long-running Paramount programs have shown that many viewers became fans in just the last two years: 

Fandoms and Social Connection  

Fandoms offer more than just a way to enjoy TV shows; they provide a sense of belonging and connection. It’s through fandoms that audiences not only get to explore the content they love most, but also where they bond and develop kinship with people like them.

 

91% agree "that technological advancements (e.g. social media) have made it easier for people to connect with other fans." – Popular is Paramount Study, 2023

 

Creating and sustaining these fan communities involves more than just producing great content. It requires engaging with fans through social media, offering exclusive behind-the-scenes content, and supporting fan events. Social media is a critical lever for keeping fans engaged even during off-seasons. For example, “Yellowstone’s” social accounts gained 2 Million followers (+28%) since its last live airing on January 1st, 2023.  

 

A childhood staple for many Millennials, the Teenage Mutant Ninja Turtles franchise launched a YouTube channel in May 2023, 35 years after the original TV series premiered. The channel’s 317M+ video views and 3M+ subscribers stem from fans new and old, providing parents an outlet to share the enjoyment of a beloved franchise with their own children.

 

Paramount Advertising's Insights Hub showcases smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us for additional questions.

How to "Have a Moment"

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How to "Have a Moment"

In today’s fast-moving and fragmented culture, brands are challenged to market in the margins. Yet, big moments still matter, more than ever — with fans seeking out and rallying around these monocultural events that fuel conversation and unparalleled audience engagement.

Paramount Advertising's Insights Hub showcases smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us for additional questions.

Aging Around: Getting to Know “Age Disruptors”

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Aging Around: Getting to Know "Age Disruptors"

The concept of aging is shifting. Older adults are embracing habits and behaviors once associated with younger generations, like adventurous travel, nightlife, and “gran-influencing,” while today’s youth face new financial burdens, delayed milestones, and uncertain career paths that have reshaped the traditional trajectory of growth.

 

Yet, advertisers still think about age in outdated ways. Restricted ad targeting and stereotyped lifestyle assumptions haven’t caught up with how people are actually aging. The default framework of “P18–49” reflects entrenched norms that overlook the evolving identities and value of audiences 50+, leaving a misunderstood cohort and untapped brand opportunity. This oversight comes at a significant economic cost, given the spending power and influence of this demographic.

 

With this cultural and economic shift in mind, Paramount Advertising set out to better understand the new older American (ages 50+), how they relate to age, navigate milestones, and experience life. The goal: uncover how brands can make this audience feel truly seen.

 

What we uncovered was a cohort that defies generational labels and age-based definitions.

We call them The Age Disruptors.

 

Learn more about this dynamic audience and how brands can best activate them in Paramount Advertising’s newest report: Aging Around.

Paramount Advertising's Insights Hub showcases smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us for additional questions.

Solutions

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Powered by story and accelerated by technology, our solutions help brands connect with the right audiences, in the right environments, at the right moments. From advanced data and next-generation platforms to culture-shaping creative and breakthrough ad experiences, we deliver solutions designed to help advertisers plan smarter, engage deeper, and drive real business results.

 

OUR SOLUTIONS...

Find the Right Audiences

Our converged data ecosystem brings together signals across our streaming platforms to help advertisers reach the audiences that matter most. Through advanced identity, intelligent targeting, and innovations like Sports Dynamic Ad Insertion (DAI), we connect brands with high-value viewers — including streaming sports fans — driving smarter planning and measurable results.

Power Smarter Performance

Our next-generation streaming platforms combine unified technology with continuous innovation to power smarter advertising. From premium formats like Streaming Fixed Units to AI-driven optimization with Precision+, we give brands the tools to reach the right audiences, adapt in real time, and drive performance at scale.

Build cultural capital

Through Paramount Media Labs, we help brands move from interruption to integration. By embedding brands into the stories and moments audiences love, we create experiences that drive deeper connection and lasting relevance. From custom content to integrations and co-created storytelling, we help partners build cultural resonance beyond the campaign.

Turn Engagement into Action

Our advertising innovations capture attention and drive action. With immersive IP-driven experiences across shoppable, creative, and streaming-first, we create meaningful ways for brands to show up — transforming engagement into measurable impact.

Advertise With Us

Paramount is where America watches—and where brands connect at scale. With unmatched reach across free, pay and premium TV, we deliver solutions designed to perform. Let’s build something powerful together.

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Insights

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Welcome to Paramount Advertising's Insights Hub, where we deliver smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Our goal is to fuel both big ideas and small details through in-depth analyses of cultural trends, audiences, categories, and content.

Full Stream Ahead
How to "Have a Moment"
Aging Around: Getting to Know "Age Disruptors"
Building Fandoms: Streaming and Social
For the Win: Women's Sports Fandoms
Game Changers: The Evolution of Sports & Culture
The New Recipe for Popular
The Rise of "Ineffable Creativity"

Case Study Library

Real campaigns, real results — see how our solutions drive measurable impact.

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THOUGHT LEADERSHIP

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  • ALWAYS-ON ATTRIBUTION

    As advertising evolves, real-time attribution is essential. Video is no longer just upper funnel, it's a trackable driver of conversions and ROI.

  • NOSTALGIA SQUARED

    SpongeBob SquarePants celebrates 25 years with a special Wendy's Krabby Patty Kollab, leaning into nostalgia and leveraging beloved characters to create memorable brand experiences for kids and adults.

Advertise With Us

Paramount is where America watches—and where brands connect at scale. With unmatched reach across free, pay and premium TV, we deliver solutions designed to perform. Let’s build something powerful together.

Learn More
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