Why does Generation Z prefer speed-watching? Exploring trends to consider in future content strategies.

With the diversification of video streaming services and media, and the constant creation of new video content every day, "double-speed viewing"—watching content in a "fast-forward" state—is gaining attention. The generation said to be particularly heavy users of double-speed viewing is "Generation Z," born in the mid-1990s and later.Why has this practice become so popular among them? By examining the reasons through the lens of their generational context, we can uncover the insights held by Generation Z, who are poised to become the future market leaders. This time, under the theme "How will content creation change as fast-forward viewing becomes established among Generation Z?", we explore how to create content that captures the hearts of Generation Z moving forward. Those seeking effective marketing strategies for Generation Z should definitely take a look.

Half of Gen Z engages in "double-speed viewing" of video content. Generational differences in mindset also exist.

A characteristic of Gen Z's content viewing that has gained attention is "fast-forward viewing," where videos are played at accelerated speeds.

According to Cross Marketing Inc.'s " Survey on Video Speed-Up Viewing (2021)," approximately half of those in their 20s (54.5% of men, 43.6% of women) reported having used speed-up viewing. Compared to older generations, those in their 20s show a significantly higher proportion of speed-up viewing experience. The top content type people want to watch at speed is "dramas" at 35.7%.This was followed by "news/reporting" and "variety shows." Common positive opinions about speed-watching included: "It feels like it gives me more freedom because I can watch at my preferred speed" and "I think it allows me to efficiently watch a lot of videos by utilizing spare moments."

As the last point particularly suggests, the supply of video content has dramatically increased in recent years.Subscription-based video streaming services and platforms like YouTube now distribute vast quantities of both new and old video works, offering a wide variety of content. This allows users to watch as much as they want at a lower cost than ever before. On the other hand, many young people spend significant time working for economic reasons, leaving them with limited free time for viewing. This overlapping situation has led to a greater emphasis on time efficiency. As a result, more people are turning to speed playback as a means to efficiently watch many works in a short time.

Furthermore, some observers note that among Generation Z, a new form of enjoyment is emerging that prioritizes sharing on social media over the motivation to "enjoy the content itself."According to the "Survey on Changes in Consumption and Values of Digital Natives During the Pandemic '21"conducted by Dentsu Digital Inc., nearly half (45.7%) of Generation Z, included in the digital native generation, stated that they "sometimes connect with others through products or services they like." Furthermore, 49% of Generation Z respondents indicated that they "use multiple SNS accounts for different hobbies or preferences" [Figure 1].This suggests that sharing favorite content on SNS is a routine activity for many Gen Zers. Rather than deeply savoring the work itself or immersing themselves alone in its world, video viewing has become mainstream with sharing on SNS and connecting with others as a given premise. This shift appears to be accelerating the trend of "watching quickly and in large quantities" through speed-up viewing. The values and behaviors of the digital native generation are also explained in this article.

This trend has drawn noticeable criticism from creators and older generations. For producers and creators like filmmakers and musicians, who meticulously craft works considering elements like tempo in music or the effect of "pauses" in visuals, it's natural to want their creations viewed at the intended pace.Furthermore, an employee from a TV station expressed a negative view when Gen Z's double-speed viewing was featured on a news program. Particularly among older generations, there are concerns that this trend might weaken the ability to perceive the subtleties and complex emotional nuances within works.

While this gap in perspective between creators and viewers often sparks discussion, thoroughly understanding the reality of Gen Z's accelerated viewing is crucial when considering its merits.

Gen Z: Consuming Massive Amounts of Content at Double Speed to "Connect" with Others

As mentioned earlier, nearly half of those in their twenties have experience with speed-watching. However, it appears they don't watch every type of content at accelerated speeds. Next, we examine the criteria Gen Z uses to decide whether or not to speed-watch.

The key criterion appears to be whether the content holds high personal interest. For instance, when watching programs featuring their favorite idols or artists, they naturally watch at normal speed and often prefer viewing on a large TV screen rather than a smartphone. Conversely, they tend to fast-forward through videos or films that don't capture their strong interest, or use fast-forward to skim through less important videos while searching for preferred content.

So why do Gen Zers watch so many videos at accelerated speeds? One possible reason is the diversification of content, which has eliminated "universally watched content," making it harder to find common topics of conversation. At the same time, opportunities to connect with people known only through profiles on social media and similar platforms have increased, creating a need for shared topics to expand social circles.

According to a 2022 survey by the voice SNS app "Wacha" on Gen Z's actual behavior, when asked "In which community do you have the most friends?", about 40% of Gen Z respondents answered "SNS or online," surpassing "school" and "workplace."Furthermore, 80% of Gen Z reportedly feel that "staying connected with friends via SNS is important." These results suggest that Gen Z builds connections with others by participating in various online communities on SNS.

The same survey also found that "connecting through shared hobbies or common interests" was the most common reason Gen Z cited for becoming friends with someone, accounting for about 30% of responses. "Cooperation" is said to be a core value for Gen Z, and this attitude is also evident in their purchasing behavior, where they seek items that garner significant empathy from others.

By sharing things they like or that garner empathy on social media, they coordinate with others and expand their social circles. For Gen Z, who exhibit this tendency, keeping up with popular videos also holds significant importance as a way to create shared topics of conversation. This trend appears to have accelerated during the pandemic, when the diversification of content and restrictions on offline activities made "sharing experiences" difficult, forcing them to seek sources of coordination within online content.

Against this backdrop, a new standard of viewing behavior has emerged: users scan through content at double speed to cover trending topics or recommendations, then revisit works they find enjoyable at normal speed.

The Entrenched Practice of Speed-Watching: Creating Content That Meets Gen Z's Needs

So far, we've examined Gen Z's accelerated viewing habits within their generational context. Next, we'll explore how creators from older generations and marketers targeting them should approach this reality.

Based on what we examined in the previous chapter, Gen Z's viewing styles can be broadly categorized into two types:

1. Content they want to check for social communication → Fast-forward viewing (functional aspect)
2. Content they are passionate about or emotionally moved by → Normal speed viewing (emotional aspect)

The negative opinions mentioned earlier often target the practice of speed-watching content that falls under category 2. However, the reality seems to be this: while the traditional viewing style of watching emotionally resonant content at normal speed persists, speed-watching is spreading alongside the emergence of a new viewing purpose—communicating with others, as seen in category 1.

Moreover, viewing methods similar to fast-forwarding—like skipping CD tracks or fast-forwarding VHS/DVDs to desired scenes—have long existed. Many older generations have experienced this too. Fast-forward viewing isn't unique to Gen Z; it can be seen as a phenomenon observed across generations, albeit in different forms.

Compared to the past, improvements in media and platform functionality, along with the shift in viewing devices from TVs to smartphones, have certainly made accelerated viewing more freely accessible. These changes, combined with the current reality of content overload and insufficient viewing time, suggest that a new criterion has emerged: "watch at accelerated speed or watch at normal speed," alongside the traditional choice of "watch or don't watch."

It is predicted that speed-watching will not fade away but will become established as one viewing style.Content providers will also need to adapt their content and approach. They cannot ignore Gen Z's demands, such as "not wanting to spend effort gathering information" and "wanting to share instantly on social media." For example, efforts tailored to accelerated viewing will be necessary: ensuring content remains understandable at faster speeds, analyzing videos to minimize elements deemed "pointless" or "unappealing," and incorporating mechanisms that make accelerated viewers want to "watch it again at normal speed."

Simultaneously, understanding their tendencies—such as efficiently scanning large volumes of information and valuing "collaborative" connections via social media—is crucial not only for content creation but for overall marketing approaches targeting Gen Z.For content you want them to watch carefully, an emotional approach that appeals to their hearts might be effective. Conversely, when promoting functional information, it's likely necessary to condense it into a short timeframe and create something where the key points can be grasped immediately. In other words, isn't it crucial to develop strategies while more clearly imagining what kind of environment you want them to be in and how you want them to watch?

In today's world, where diverse content is easily accessible and viewable at will, Gen Z in particular shows a notable shift in their purpose for consuming content. It appears that watching the same video carries a stronger connotation of sharing experiences with others. Against this backdrop, the rapidly spreading trend of speed-watching could potentially spread to other generations in the future. First and foremost, it is crucial to accurately grasp the needs of Gen Z, who are leading the era, and adopt the right mindset for creating new content and approaching marketing.