"Research from McKinsey found that 65% of Gen Z consumers are prioritizing experiences over material goods, gravitating toward shared environments like fitness studios, bars, restaurants, malls, and wellness destinations."
"Physical venues are no longer just transactional; they're becoming hubs for connection and entertainment, as indicated by research from Deloitte."
"For years, TV in public spaces wasn't relevant or entertaining, filled with long-form dramas and muted cable news that rarely captured attention."
"As screens become part of the experience itself, CTV IRL is helping advertisers rethink content designed for these evolving environments."
Connected TV is evolving beyond traditional home viewing into public spaces like restaurants and gyms, termed CTV IRL. This shift reflects changing consumer behaviors, particularly among Gen Z, who prioritize experiences over material goods. Research indicates that physical venues are becoming social hubs rather than just transactional spaces. As foot traffic increases in these environments, the role of TVs is changing, moving from passive content to engaging experiences that incorporate short-form content from platforms like TikTok and YouTube.
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