Media consumption patterns of GenerationZ in Poland in the era of AI development: A content-centered analysis of traditional and digital platforms.

Purpose: This paper examines how Generation Z (Gen Z) in Poland consumes media content, news/information, music, and entertainment amid rapid digital transformations and the growing role of artificial intelligence (AI). Unlike channel-based studies, this content-centered approach underscores Gen Z’s on-demand usage patterns and the implications for traditional and digital media platforms. Methodology: A quantitative survey (N=621) of Polish Gen Z respondents was conducted between January and April 2023 using a CAWI (Computer-Assisted Web Interview) technique. The study captured the frequency and mode of content consumption (news/information, music, movies/series) across various platforms, from traditional television and radio to social media, search engines, and video-on-demand (VOD) services. Descriptive statistics were used to identify consumption trends and preferences. Findings: Results reveal that Gen Z predominantly relies on smartphones and digital platforms, especially social media, VOD services, and AI-driven systems (e.g., recommendation engines) for all three types of content studied. Traditional media (television and radio) emerge as complementary rather than primary sources and are used sporadically or in online/on-demand forms. Meanwhile, excessive advertising, lack of immediate availability, and minimal personalisation dampen interest in traditional outlets. Most respondents value the convenience and customisation enabled by AI-supported recommendation features, which guide their discovery of new content. Practical Implications: To stay relevant, traditional media players must invest in digital presence, enhance on-demand options, and leverage AI-driven personalisation. Such steps can help reduce reliance on rigid schedules and prolonged advertising breaks—features poorly aligned with Gen Z’s expectations of immediacy and customised experiences. Originality/Value: By focusing on content types rather than solely on platforms, this study addresses a gap in the literature concerning Gen Z’s cross-platform media consumption. The insights highlight AI’s increasingly pivotal role in shaping Gen Z’s media habits and underscore the need for adaptive strategies across the media industry.