Gaggl brings nostalgic tv programmes to Gen Z via content creator streams

US – Launched in April 2024, Gaggl is a new platform that licenses and distributes tv shows to content creators for communal viewing on social media. Led by former Twitch and tv executives, Gaggl introduces proprietary interactive formats, transforming traditional television into a dynamic, two-way experience tailored to the behaviours of the 16–34 demographic.

With the linear tv audience rapidly ageing, Gaggl seeks to counter the decline in Gen Z viewership by delivering tv content to platforms frequented by young people, presented by trusted social media personalities. This also provides new revenue streams for content owners and creators alike.

Fremantle US is the inaugural content partner and is bringing classic game shows such as The Price Is Right: The Barker Era to a cadre of Twitch creators, including Khleo Thomas, Alixxa, PeterPark, AnEternalEnigma and Bridget Case.

On screen, users can interact with their favourite creator as they watch and react live to entire old episodes of Bob Barker’s signature tv show (he hosted the programme from 1972 to 2007). Initial results are promising, with engagement rates averaging 4.5 times higher than regular content and extended viewing times of up to 45 minutes per viewer, according to Gaggl.

‘Gen Z expect their entertainment to be interactive, real-time, collective experiences,’ said co-founder Adam Harris. ‘The creators they watch represent the values, identity and interests of this demographic.’

For more insights on Gen Z consumer behaviours, head to our Gen Z Now and Next: From Vision to Contradiction macrotrend report.