MTV meets Gen Z.

Takeaways: MTV has near-universal brand awareness among Gen Z viewers.

Among the many lessons MTV has learned is that Gen Z does watch linear TV, although they also watch tons of other stuff on their phones.

In all, they spend a remarkable two-thirds of their waking hours consuming content.

Their sense of humor, also, is different from that of previous generations: Jokes based on racial differences simply fail to connect.

Perhaps Gen Z’s defining trait, is its unprecedented digital connectedness—and paradoxical real-life isolation. “You look at self-reported anxiety, and it’s up 50% over the last three years, which is just sort of astounding to think about,” A slew of new shows are built around that insight.