Gen Z spends 3.1 hours a day on connected TV, challenging the mobile-only narrative
19.08.2026
By Indrani Bose
StoryBoard18
The Trade Desk’s Rahul Kapoor and WPP Media’s Rajiv Rajagopal explain why Gen Z is returning to the big screen, how co-viewing is changing advertising, and why brands must look beyond metros while planning for CTV
