Two weeks ago I had my first experience with the Upfronts, and I was eager to see what media companies would do to appeal to the unique content consumption habits of my generation. If you're anything like me, you might enjoy listening to Spotify on your TV or watching live sports from your computer. This type of cross-platform multimedia experience -- already popular among Generation Z consumers -- is becoming more popular with consumers of all demographics. My goal in attending Upfront Week was to not only be on the ground, listening to what major networks have planned next, but also to observe what young media buyers, planners and managers think about the progression of the industry. Based on my experience, I'm excited to report that networks might finally be listening to the demands of Generation Z.
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