After Midnight: How CBS Cracked the Code for Gen Z Engagement
Streaming services are becoming everyone's go-to for movies and shows nowadays. Between Netflix, Hulu, Disney + and even YouTube, there's more accessibility and opportunities for viewers to watch what they want, at the palm of their hand.
Due to this, more and more viewers started making the switch from cable TV to streaming platforms, as streaming platforms accounted for 40% of all U.S. television consumption, according to data.
Due to this drastic change from cable to streaming, cable networks have struggled to retain the attention of their viewers, especially younger viewers. Cable networks have tried all they can do to bring Gen-Z back to cable--and while most of the, are failing, there's one network who's cracking the code to attracting Gen-Z audiences.
And that network is CBS.
With the launch of their new late night show, After Midnight, CBS takes an authentic turn and tries to reach their target audience with the things that they care about, rather than using a gimmicky approach like other networks.
When you're dealing with Gen-Z and want to attract Gen-Z, you need to figure out what they like and make content around that. CBS' After Midnight makes fun of the show while they are on the show--kind of like satire, something that Gen-Z enjoys, especially by a cable network that they wouldn't particularly trust.
Credit: Sonja Flemming/ CBS
While the content After Midnight creates is not just attracting Gen-Z, it's also about where the content is shared. After Midnight is specifically designed to be clipped out and put on Youtube or TikTok, platforms where Gen-Z are congregating. There, it's easier for Gen-Z to interact and watch After Midnight, because it's on a platform that they use, creating content that they are familiar with.
So, as you develop your brand, you need to take lessons from CBS's rule book to see how they're creating authentic, transparent content to attract their Gen-Z audience. However, you want to make sure you design your content so that it's tailored to your specific audience.
By following the steps of After Midnight, you'll make sure to attract your Gen-Z audience for your brand.
BY JETTA M. HOLIDAY
MARKETING INTERN AT LM