Streaming the Paradox – Gen-Z and the Intergenerational Remix’, a study by Zee Entertainment Enterprises Ltd. (‘Z’) in partnership with Third Eye Integrated Services, explores how Gen-Z navigates tensions between tradition and global influences, individuality and collective belonging, and ambition and emotional complexity. The study was recognized at the 33rd Market Research Society of India (MRSI) Annual Seminar, ranking as a Runner-Up among 104 research synopses submitted nationwide.
The research engaged with over 2,700+ youth across 38 cities in seven language markets. Using a method-scape that blended ethnography, netnography, friendship triads and quantitative scaling, the study provided a 360-degree understanding of India’s Gen-Z, one of the most dynamic and coveted consumer cohorts.
Findings describe Gen-Z as a generation defined by contrasts and paradoxes — self-aware yet ambitious, rooted in tradition yet globally curious, socially active yet craving deeper bonds. These dualities influence their consumption patterns in terms of choices, relationships and cultural outlook, while also highlighting shared emotional challenges.
Embracing the narrative, Z informed that it has taken steps to craft content that resonates with young audiences and reflects their changing realities. From shows like ‘Parineeta’ on Zee Bangla and ‘Tumm Se Tumm Tak’ on Zee TV, to digital originals such as ‘Bakaiti’ on Zee 5 and micro-dramas on the Bullet app, the network is creating youth-inclusive content that mirrors their aspirations while redefining viewing experiences.
Commenting on the findings, Rituparna Dasgupta, Executive Vice President – Network Research & Consumer Insights, Zee Entertainment Enterprises Ltd. said, “At ‘Z’, we put our audiences at the heart of everything we do. This recognition at MRSI is a testament to the strength of our in-house research capabilities, which enable us to constantly track the evolving tastes of our viewers and deliver stories that reflect their lives, aspirations and paradoxes. Our ability to blend these insights into meaningful narratives has been a key reason for our enduring success in an ever-changing entertainment landscape.”
With this accolade Z says that it reaffirms its position as a futuristic content and technology powerhouse, leveraging its research capabilities to not only understand India’s diverse audience base but also build content ecosystems that resonate deeply with the youth of today.
