Channel 4: Mapping the future of video for Gen Z

Channel 4 and SCB Partners have collaborated on a number of projects, focusing in particular on researching and engaging Gen Z viewers.

Challenge

Channel 4 wanted to position themselves as industry leaders in understanding Gen Z and the role video plays in their lives.

Approach

SCB Partners combined a mixed methodology of extensive secondary research and original in-depth Gen Z interviews to create animated stories and strategic recommendations as to how Channel 4 could appeal to Gen Z.

To deliver the insight in an innovative, engaging format that would engage time-poor industry audiences, SCB Partners created an innovative output ‘Too Long; Didn’t Read’ (TL;DR) whereby the insight was delivered through an interactive film dashboard.