Generation Z are now 22 or younger or post-millennial generation born between 1995 and 2012. They are familiar with the Internet from a very young age. Let us examine their content consumption. It is a mobile-first generation, which consumes much of their media on smartphones. On an average, they are connected 10 hours a day. Gen Z prefers short videos and prefers ads of 10 or less than 10 seconds. Gen Z is skeptical towards advertising and finds branded content appealing. Despite consuming content on TV they also access Netflix and YouTube and OTT services. They engage with the community through apps. It believes in planning. They express their opinion on anything and everything. They are design conscious and pay attention to ad aesthetics. They like innovative ads. They do not like encroachment on their personal space. They like skip options. They are not comfortable with fake news.