Dailymotion x YouGov AI in Advertising vs Generational Expectations

Paris, April 9, 2025 – We are happy to unveil the results of an exclusive study conducted by our Insights and Research department in partnership with YouGov. As the video marketing suite of Dailymotion – an independent international video platform that reaches over 400 million users each month across 191 countries – we set out to better understand how audiences perceive advertising on connected TV (CTV) and what they expect from Artificial Intelligence (AI). The study is based on responses from 2,095 individuals aged 18 and over in France and the United States.*

Fragmented Attention: A Major Challenge for Advertisers

The evolution of digital habits – especially the proliferation of screens – is transforming how consumers engage with advertising content. Younger generations (18-34) are particularly affected by attention fragmentation, posing a significant challenge for advertisers aiming to capture interest effectively.

And it’s not just individual habits. Co-viewing, while growing and seen as a collective engagement opportunity, doesn’t necessarily improve attention. Only 21.9% of 18-24-year-olds and 22.8% of 25-34-year-olds are interested in group-based recommendations, compared to just 10.5% among those aged 55+.

Streaming-first generations:

44% of 18-24-year-olds and 51% of 25-34-year-olds consume content via replay or streaming, vs. 39% of those 45+. Live TV is in decline among youth (33% of 18-24 vs. 56% of 45+). They also favor online streaming platforms (31% of 18-24, 38% of 25-34 vs. only 19% of 45+).

Advertising struggles to keep up. Declining attention among younger audiences is making traditional formats less effective. With AI and personalization, brands must better engage Gen Z and Millennials by adapting to their multi-screen, digital-first behaviors.

Advertising Perception: The Importance of Hyper-Targeting and Generational Relevance

Advertising perception varies widely across age groups due to evolving media habits.

A key trend emerges: ad repetition is a top deterrent – especially for older consumers, with over 52% of 55+ citing it as a negative factor. For 18–34-year-olds, this irritation is strongest on social platforms.

Poor targeting is also a major dealbreaker: 33% of 18–24-year-olds expect more relevant and personalized ads.

What different generations expect from AI in advertising

18-24: Ultra-personalization & interactivity

• 72% prefer ads tailored to their content preferences.
  This easily bored generation favors short, snackable content (6–10 seconds), and creative formats like Instagram Reels, TikToks, or YouTube Shorts.
• 58% are drawn to gamified formats – interactive, immersive, and socially shareable.

Notably, personalization expectations vary by market: only 16.1% of U.S. respondents value message personalization, vs. 72% in France. Interactivity is also far less valued in the U.S. (less than 10%), in contrast to 58% in France.

25-34: Efficiency & discretion

• 68% appreciate personalized promotions (e.g. based on purchase history).
• 55% prefer discreet ads that integrate seamlessly into their user journey.
• 70% approve the use of AI if it accelerates the shopping process.

35-44: Social proof & informative content

• 60% trust AI-aggregated reviews.
• 50% prefer informative content over classic ads.

Like Gen Z, they prefer short, impactful formats (under 10 seconds), optimized for connected TV, YouTube, and mobile. Interestingly, they are open to using smart assistants to receive relevant ads.

45+ generations: Control, simplicity & tradition

• Gen X values control and familiar formats: 70% prefer traditional media channels (TV, print).
  Half are wary of data collection.
  55+ want clarity and transparency: 50% prefer effective, simple, and non-intrusive ads.

“This study highlights a core challenge for advertisers: adapting every campaign to the evolving habits of each generation. AI plays a key role in delivering personalized and relevant messaging. At Dailymotion Advertising, we believe the future of advertising lies in experiences that are engaging, dynamic, and tailored to generational expectations.” — Nikhil Jain, VP of Insights and Marketing Solutions, Dailymotion Advertising

AI as the Cornerstone of More Effective Advertising

AI is seen as a powerful driver for more engaging and relevant ads:

• 18% of 18-24-year-olds and 17% of 25-34-year-olds believe AI will make advertising more aligned with their needs.
• In contrast, 45-54-year-olds are more cautious and prefer well-targeted ads with limited personalization, while 55+ prioritize clarity and directness.

Though less likely to adopt AI tools widely, older generations acknowledge its growing role in enhancing TV and ad experiences – provided it remains useful, accessible, and easy to navigate.

Conclusion: Adapting AI to Generational Sensitivities

To succeed, brands must fine-tune their AI advertising strategies:

• Dynamic & interactive for youth
• Subtle & assistive for working adults
• Clear & reassuring for seniors

The challenge is twofold: capture attention while building lasting trust.

By integrating these generational insights, AI-powered advertising won’t just optimize user experience – it will boost engagement, loyalty, and long-term impact.

One key takeaway: data privacy and transparency remain critical. While Gen Z shows some tolerance (35% express concern about data collection), they still expect full transparency. For 45-54-year-olds, concern rises to 50%, and among 55+, 35% reject automatic data collection outright, favoring user control and opt-in models.

* Methodology: Dailymotion Advertising, in partnership with YouGov, conducted a survey with 2,095 respondents in France and the U.S., covering a wide age range to analyze generational perceptions and expectations of AI in advertising.

About Dailymotion Advertising:

Dailymotion Advertising is the video marketing suite of Dailymotion, an independent video platform connecting over 400 million users monthly across 191 countries. For 20 years, Dailymotion has offered a responsible, open digital space bringing together creators, publishers, brands, and users around news, entertainment, and culture content.

Leveraging proprietary advertising technology and a proprietary video player, Dailymotion Advertising powers over 5,000 professional content publishers, enabling them to monetize and distribute their videos.

It helps brands and agencies launch large-scale, high-impact video campaigns across all screens – mobile, tablet, desktop, and connected TV – within a brand-safe, privacy-conscious ecosystem.

Dailymotion reaches 9 out of 10 internet users in France (source: Médiamétrie Internet Global – January 2025) and operates in 191 countries.