Z’ & Third Eye Integrated Services decode the Gen-Z paradox in award-winning study

 • The extensive research engaged with over 2,700+ youth across 38 cities in seven key language markets 

 • The study was ranked as a Runner-Up at the annual seminar of Market Research Society of India 

Mumbai, 25th September 2025: ‘Streaming the Paradox – Gen-Z and the Intergenerational Remix’, a landmark study conducted by the leading Content and Technology powerhouse, Zee Entertainment Enterprises Ltd. (‘Z’) in partnership with Third Eye Integrated Services, has uncovered how Gen-Z navigates the push-and-pull between tradition and global influences, personal individuality and collective belonging, along with ambition and emotional complexity. The study was also recognized and highly appreciated at the recently held 33rd Market Research Society of India (MRSI) Annual Seminar, where it was ranked as a Runner-Up and stood out among 104 research synopses submitted by leading organizations across the country. 

The extensive research engaged with over 2,700+ youth across 38 cities in seven language markets. Using a unique method-scape that blended ethnography, netnography, friendship triads and quantitative scaling, the study provided a holistic and 360-degree understanding of India’s Gen-Z, one of the most dynamic and coveted consumer cohorts. 

Findings describe Gen-Z as a generation defined by contrasts and paradoxes — self-aware yet ambitious, rooted in tradition yet globally curious, socially active yet craving deeper bonds. These dualities influence their consumption patterns in terms of choices, relationships and cultural outlook, while also highlighting shared emotional challenges. 

Embracing the narrative, ‘Z’ has taken significant steps to craft content that resonates with young audiences and reflects their changing realities. From shows like ‘Parineeta’ on Zee Bangla and ‘Tumm Se Tumm Tak’ on Zee TV, to digital originals such as ‘Bakaiti’ on Zee 5 and micro-dramas on the Bullet app, the network is creating youth-inclusive content that mirrors their aspirations while redefining viewing experiences. 

Commenting on the findings, Rituparna Dasgupta, Executive Vice President – Network Research & Consumer Insights, Zee Entertainment Enterprises Ltd. said, “At ‘Z’, we put our audiences at the heart of everything we do. This recognition at MRSI is a testament to the strength of our in-house research capabilities, which enable us to constantly track the evolving tastes of our viewers and deliver stories that reflect their lives, aspirations and paradoxes. Our ability to blend these insights into meaningful narratives has been a key reason for our enduring success in an ever-changing entertainment landscape.” 

This accolade reaffirms ‘Z’s position as a futuristic content and technology powerhouse, leveraging its research capabilities to not only understand India’s diverse audience base but also build content ecosystems that resonate deeply with the youth of today.