TVOT SF 2025: Future Proofing Media: Understanding and Maximizing Engagement across Boomers, Gen X, Millennials, Gen Z and Gen Alpha: Shortform Content vs. Longform Content—Friend, Foe, or Frenemy!

This session will present key findings from Warner Bros. Discovery (WBD) research, offering valuable insights into the viewing habits and preferences of Boomers, Gen X, Millennials, Gen Z, and Gen Alpha. Attendees will gain a deeper understanding of how each generation engages with longform content in a media environment dominated by shortform video—can they co-exist (friends), do they cannibalize each other (foe) or can they work together for mutually beneficial outcomes (frenemy)? The discussion will shed light on where longform content fits into the evolving media landscape and how it continues to drive engagement across generations. Key takeaways will help inform content and marketing strategies, equipping attendees with actionable insights to maximize engagement and future-proof their approaches in an ever-evolving media landscape. Panelists include:

• Christina Parish, EVP, TV and CPG Group, Screen Engine/ASI
• Holly Leff-Pressman, Chief Client Engagement Officer, Screen Engine/ASI (Moderator)
• Vera Chien, Executive Director of Global Corporate Strategy and Insights, Warner Bros Discovery