Reaching the Next Generation: A+E’s Strategy for Engaging Millennials and Gen Z

As is well established, millennials and Gen Z live and breathe digital. Platforms like YouTube, TikTok, and Instagram aren't just part of their daily routine; they're a core part of how they connect with the world. A+E has leaned in to distributing our content everywhere our consumers are – across AVOD, SVOD, social platforms, YouTube, and Free Ad-Supported Streaming Television (FAST) channels. A+E began launching FAST channels around 2017, and were early adopters in the FAST space, recognizing the growing trend of viewers looking for free, ad-supported streaming options alongside traditional media. Understanding that today’s viewers want flexibility and the ability to watch on their own terms, A+E made sure its content was available anytime, anywhere. With FAST channels, we’re meeting audiences right where they are, making it easy for viewers to dive into their favorite shows whenever it works for them. This includes audiences like Gen Z (18+) and Millennials, who make up around 60% of A+E’s FAST Viewers. (Source: MRI CORD Evolution March 2023 Study.)

Beyond FAST channels, A+E has leaned into creating digital-first short-form content that speaks to the way younger audiences consume media today. A 2022 report by Nielsen found that short-form video content, like those found on TikTok, Instagram, and YouTube, accounted for 58% of all digital video consumption among Gen Z, underscoring their preference for quick, accessible media they can consume anywhere. Take shows like Married at First Sight and Alone --they’re not just about the full episodes anymore. A+E has added exclusive digital content that’s perfect for quick, on-the-go viewing, that taps into the way these Millennial and Gen Z viewers are consuming their content now.

An example of this is the digital-first companion series Shelter from the Storm, which pairs with our popular show Alone on The HISTORY Channel. This series takes fans behind the scenes to see how participants build their shelters -- a crucial part of the survival game that doesn’t make it into the main episodes. By offering content that digs deeper and gives fans more of what they love, we’re keeping viewers hooked across different platforms, making the whole experience richer and more engaging.

Authentic experiences are everything to Millennials and Gen Z. They crave content that feels real, and they trust influencers who share their values and interests. A+E has tapped into this by partnering with influencers who genuinely connect with these audiences.

These partnerships have proven incredibly effective. In the past six months alone, A+E has launched three major social campaigns that were driven by influencer collaborations for our Dance Moms franchise and Lifetime’s original movies. The Dance Moms Reunion Special was skewed greatly toward Gen Z (18+) and millennials, as they made up over 78% of the Digital O&O Viewership. (Source: Resonate Tagged Apps and Sites, Video Player). - As Maura O'Donovan, Vice President of Production Project Management explains, “Influencer campaigns bring a fresh, authentic touch to marketing that traditional ads often lack. By partnering with influencers who have built genuine, engaged communities, brands tap into established trust and relatability, which enhances their credibility. This approach not only reaches target audiences more effectively but also adds a modern, personal twist to brand messaging, making it feel more relevant and engaging. The success of these campaigns is clear, as advertisers have signed on for more.

Our “A+E Everywhere” approach is all about distributing our content everywhere our viewers are watching and creating a seamless experience across every platform. This strategy ensures content flows smoothly between traditional and digital channels and reaches all audiences so younger viewers, like Millennials and Gen Z, can engage with content wherever and whenever they choose.

For media decision makers, this multiplatform approach offers unparalleled flexibility and reach. Whether it’s digital ad products, virtual product placements, or immersive experiences, our suite of ad solutions provides a powerful platform that allows brands to connect with their target audience in innovative ways.

Thanks to the expertise of our Precision and Performance team, advertisers can target specific segments within our audience with exact accuracy. They focus on using data-driven strategies to optimize ad campaigns and ensure they reach the most relevant audiences. Specifically, the P+P team uses audience segmentation, campaign optimization, advanced analytics, measurement and reporting and cross-platform integration tools to enhance the effectiveness of campaigns. Whether the goal is to reach a certain age group, interest category, or even a specific behavior pattern, our advanced targeting tools enable advertisers to deliver personalized messages that resonate with the intended audience. This level of precision ensures that advertising campaigns are not just broad strokes but are fine-tuned to maximize relevance and impact, ultimately driving better engagement.

The habits and patterns of Millennials and Gen Z are constantly evolving, and A+E will always be at the cusp of these changes. By continuously monitoring audience behavior and adapting its strategies and solutions, A+E ensures that it remains a leader in a fast-changing media environment.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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