Younger audiences are driving demand for interactive television experiences that combine live programming with social features and commerce opportunities, according to new research published by Horowitz Research.
The report, “State of Media, Entertainment and Tech: Viewing Behaviors 2025,” said nearly half of TV viewers (48 percent) regularly use social media during or after watching shows. Engagement is highest among younger adults, with 55 percent of viewers ages 18 to 34 and 53 percent of those 35 to 49 saying they post, comment or otherwise interact with TV content, compared to 39 percent of viewers over 50.
Real-time activity is also trending upward. More than one-third of respondents (36 percent) said they share live reactions such as emojis or comments while watching a program or event. About 3 in 10 reported joining or hosting virtual watch parties through services like Hulu Watch Party. Participation in these types of live, digital gatherings was strongest among viewers ages 18 to 34 (just over 40 percent), followed by 35 to 49 (around one-third) and older adults (slightly above 10 percent).
Thirty-four percent of TV viewers said they have purchased merchandise, collectibles or fashion tied to a show or movie. Another 31 percent reported shopping for items related to the program they were watching by scanning QR codes or using links provided during the broadcast.
Younger audiences are more likely to shop directly from programming. Among viewers ages 18 to 34, nearly half (45 percent) said they had purchased products tied to shows they were watching, compared with 35 percent of 35-to-49-year-olds and 19 percent of those 50 and older. Sports telecasts are also fueling purchases, with nearly one-third of respondents saying they bought merchandise while watching live games.
The survey reflects a generational expectation for interactive brand engagement, according to Adriana Waterston, the Executive Vice President and Insights and Strategy Lead at Horowitz Research.
“For today’s younger viewers who are inherently multi-platform, enjoy participating in trends, are used to immediate gratification, and expect to have a two-way dialogue with brands, interactive ways to engage, share, and even shop while watching is not just an acceptable way to advertise, it is an expected and welcome aspect of engagement with TV content,” Waterston said in a statement. “Brands should be working with content providers to explore innovative ways to make brand engagement and v-commerce an inherent part of the audience’s viewing experience to make themselves stand out for Gen Z and other young consumer segments.”
The survey was conducted in March and involved 2,000 American adults whose are household decision-makers on subscription services.
