While YouTube dominates a large part of Gen Z’s viewing time, broadcasters continue to attract and engage younger viewers through the right content, formats, and distribution strategies. This presentation examines viewing behaviours of 15–34-year-olds across platforms and markets. Drawing on international audience data, it highlights the programmes, genres, and content trends that resonate most strongly with this demographic. It explores how broadcasters are adapting to remain relevant in an increasingly fragmented media landscape.