Television consumption trends among the ‘digital generation’ in Spain

The development of new technologies is changing the habits of television consumption among young people. The multiplication of channels has intensified the fragmentation of the market and its audiences and the individualist atomization in the media preferences and consumption. This article is part of a research project aiming to establish television consumption preferences, opinions and habits of Spanish young people, aged between 14 and 25 years, and the differences between the two groups into which the respondents were divided (14–17 and 18–25). The article shows the extent to which Spanish youngsters have turned to new media as a source of entertainment.Indeed, one of the most groundbreaking results that should be highlighted is the difference between the two groups in their approach to the Internet as a source of entertainment.The article shows how the digital generation demands the adaptation of television content to the new platforms – such as the Internet or mobile phone – and the renewal of television formats. The findings of this study also point to trend indicators and guidelines that advertisers and media companies might be interested in when designing new creative and innovative television content.