Here’s the myth about attention spans: Gen Z can’t focus for more than 30 seconds.
Here’s the reality: Gen Z will engage with a 3-hour livestream without looking at the time.
The difference isn’t about getting their attention. It’s about whether they’ve engaged with your content. Gen Z racks up the highest daily screen time. They also listen to podcasts and audiobooks, which suggests they can focus for sustained periods of time. But many prefer outlets that allow them to multitask, and motivation can improve sustained attention. So if you’re still blaming the audience, or ‘the algorithm’, for under-performing content, you’re missing the point.
Traditional broadcasters are convinced that younger audiences are impatient, easily distracted, and impossible to hold. But the creators we work with tell a completely different story. Their audiences don’t just watch; they stay, they interact, and then they come back.
It isn’t about production value, it’s about connection.
According to YouTube, 94% of consumers say that video content needs an emotive aspect. Not better cameras, not slicker editing, but a relatable connection. So that what you’re watching actually makes you feel something.
This is why broadcasters and rights owners are increasingly turning to creators. Creators speak the same language as their audiences and at the right level. They’ve mastered fan engagement, which is fundamentally different from the traditional broadcast model that’s dominated the media for decades.
Here are four key pillars that successful creators understand:
Definition:
Dialogue mode is more of a two-way conversation where the audience co-creates the live narrative. Instead of being passive viewers, they’re active participants shaping the direction of content in real time.
Format:
Interactive, community-oriented content that feels like chatting with a mate who’s into the same thing as you. It’s a casual, responsive, and real shared experience..
Mindset:
Focused on trust, proximity, and belonging. The creator isn’t on a pedestal, they’re on the same level as you. This is a relationship built on authenticity, not authority.
Result:
A highly engaged audience where trust is at the heart of the relationship. These fans don’t just consume content—they defend it, share it, and invest in it, both emotionally and financially.
Why this matters for broadcasters.
If you’re still prioritising reach over relationships, you’re playing yesterday’s game.
Gen Z hasn’t lost the ability to focus. They’ve simply gained the ability to quickly recognise whether content is worth their attention or not. They’ll watch for hours if you give them a reason to stay. But if your content feels like it’s broadcasting at them rather than connecting with them, they’re gone.
Creators thrive because they’ve built their entire model around fan engagement. Every stream is a conversation. Every comment gets a response. Every fan feels seen. That’s not a production trick, it’s a relationship strategy that’s working.
Want to understand how to switch your content to dialogue mode and start building genuine connections with your fans?
Download The Great Attention Shift Report and discover how you can win the new audience battle. Or contact us to talk about the best ways to connect with your audience on their terms, because belonging changes everything.
