Generation Z (kids born from 1996-2010) accounts for 26% of all people in U.S. TV homes, the largest generation of individuals today, according to Nielsen's latest total audience report. Combined, Millennials and Gen Z (people ages 17-34) make up nearly half of TV audiences.

Why it matters: Millennials and Generation Z are watching nearly half of all TV content, but their financial situations cause them to digest it differently. Per Nielsen, both generations display similar tastes for emerging technologies like multimedia devices (Apple TV, Google Chromecast, etc.), but Gen Z is accessing non-linear TV on more expensive devices, like smart-enabled TV's and video game consoles, because they are benefiting from living in larger households with their parents.

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Data: Nielsen; Chart: Chris Canipe / Axios

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