Desperately Seeking Gen Z: Producing for Local Young Audiences in the Streaming Age

Abstract

This contribution explores how local television players, particularly Public Service Media (PSM), attempt to adapt to global streamers’ strategic commissioning and production practices for young audiences. Based on the analysis of commissioned titles and twenty in-depth interviews with creatives and content commissioners from public broadcasters in Belgium, this paper explores how PSM are navigating the dynamics of the streaming era in their efforts to engage with Gen Z audiences. We underscore three main strategies developed by both PSM in their youth programming: (1) an emphasis on short formats as part of their digital-first strategy; (2) a focus on casting young, multicultural talent; and (3) a focus on representation and inclusive storytelling. We conclude by reflecting on the fact that while SVODs offer new possibilities for the teen genre, local broadcasters face challenges in balancing these opportunities with the constraints of budget, market size, and a commitment to public service missions.