• by Joe Mandese  @mp_joemandese, 9 hours ago

That may be an apt way to describe a new report released by Samba TV on the eve of this year's upfront, focusing exclusively on how to reach -- you guessed it -- Gen Z.

So what's Samba's top recommendation to upfront buyers? Don't try reaching them on TV, because they're "mobile first," although 92% of them are watching video on their phones.

On the flip-side, 85% of them are also looking at their phones when they do watch something on TV.

While that presumably includes the kind of video buyers might actually purchase in the upfront -- both linear and CTV inventory -- the Samba guide does not actually delineate that.

That said, 88% of the Gen Zers who do stream television services are watching ad-supported AVOD ones.