Broadcasting Institution Policy Direction in Facing Changes in Media Consumption Patterns Among Gen Z

Abstract

Digital transformation has significantly changed people's media consumption patterns, especially among Generation Z who are growing and developing in a digital technology environment. The development of social media, digital video platforms, and over-the-top (OTT) services has led to a shift in media consumption from conventional broadcasting media to internet-based media. This condition presents new challenges for broadcasting institutions in maintaining the relevance, audience, and sustainability of their business models. This research aims to analyze changes in Generation Z media consumption patterns and identify policy directions that need to be taken by broadcasting institutions in facing the transformation of the digital media ecosystem. The research uses a qualitative approach with the library research method through the analysis of various scientific articles, books, media industry reports, and relevant policy documents. The results of the study show that social media has become the main source of information and entertainment for Generation Z, while linear television consumption has decreased significantly. These changes encourage audience fragmentation, increased competition with OTT platforms, and a shift in advertising spending towards digital media. In addition, there is a regulatory imbalance between broadcasting institutions and digital platforms that requires policy updates. Therefore, broadcasting institutions need to carry out multiplatform transformation, strengthen digital content development, utilize audience data strategically, increase digital media literacy, and encourage broadcasting regulatory reform that is more adaptive to media convergence. These findings show that the success of broadcasting institutions in dealing with changes in Generation Z's media consumption patterns is highly dependent on the ability to adapt to technological developments and the behavioral dynamics of digital audiences.