For decades, “watching TV” meant sitting on the couch and catching a favorite weekly show, or viewing a featured documentary or movie. Sure, streaming and on-demand programming changed how consumers watch their shows or movies, but CPG brands still enjoyed access to a large audience with a level of predictability.

How people watch TV is shifting yet again, making it harder for brands to reach a captive audience. Today, 41% of consumers categorize short-form video as TV, and 35% across all age groups say they watch videos on social media more than on traditional TV. For younger generations, digital video viewership jumps to 44% among millennials and 58% among Gen Z viewers. 

“Today, 'TV' extends beyond the screen in the living room to encompass any form of video storytelling,” said Lauren Lazarus, the senior vice president of insights and analytics at GSTV. “Regardless of how marketers classify a placement, whether it's linear, CTV, or digital out-of-home, a consumer will view any high-quality, immersive video as part of the 'TV' experience.”

The shift from channel to audience-based strategies

For CPG marketers looking to drive the bottom line, this shift is more than a media trend. It signals a significant change in media buying strategy. Instead of channel-specific planning, the priority now must be audience-based, contextual buying.

“Brands need to meet consumers in the right moments, not just on the right platforms, to ensure consistent messaging that captures attention,” she said. “This means optimizing reach, frequency, and creative across diverse video environments, including those closer to the point of purchase.”

On-the-go video connects CPG brands with consumers when they are close to the point of purchase. For example, GSTV reaches consumers at 29,000 fuel and convenience retailers nationwide while they are literally in their consumer journey. A study conducted by Affinity Solutions found that consumers will spend three to five times more in the three hours post fuel-up than non-fuelers will that day.

"That's a pretty compelling reason for CPGs to target consumers using on-the-go video," she said.

Brands that embrace this broader definition of TV are amplifying their video advertising spend and reaching more customers, more often, and with greater impact.

On-the-go video is built for today’s TV viewers

‘Bite-sized’ video is not new. Preferences for short videos have jumped alongside social media usage. But most platforms offering video content don’t capture viewers’ full attention, as 75% of people multitask while viewing, and 65% use other media at the same time. 

But when people are fueling up their vehicles, it’s harder to consume other media, giving advertisers a more focused audience. As a result, consumers have a greater brand recall which translates into sales lift, foot traffic lift, and digital engagement. 

“At GSTV, we often say that ‘fuel day is errand day,’ meaning that a consumer doesn’t just leave their house, fill up their tank, and return home,” Lazarus said. “They’re often on their way to spend money elsewhere.”

Among all audiences, 50% are mentally reviewing their shopping lists while fueling up. For Gen Z viewers specifically, 70% are thinking about their next meal, and 68% said they are getting ideas for things they might want to buy later while fueling up, according to a Q3 2025 GSTV audience pulse survey.

For younger viewers, especially, these shorter videos feel natural and accessible, offering quality content in the same format they're used to on social media and other digital formats, and are often seen as less intrusive. 

“A survey of GSTV viewers found that Gen Z indicates higher receptivity to ads at gas stations than other video channels like linear, streaming, and social media,” Lazarus said.

Align your brand with consumers’ media habits

Daily time spent watching traditional TV is declining. And as more households cut the cord and move to streaming platforms, audiences continue to fragment, making it increasingly difficult for brands to achieve scale with a single channel.

When a large national restaurant chain ran a campaign in 2024 to drive customers to their restaurants, they used a multi-platform video approach including CTV, online video, and GSTV’s video-on-the-go. On its own, GSTV drove a 12% lift in visits. When GSTV was combined with CTV, there was a 22% lift in visits, and a 27% lift when combined with CTV and online video, according to a joint study by MAGNA Media Trials and GSTV.

“On-the-go video is a powerful complement to any media plan, extending reach and frequency beyond the living room to connect with new audiences and reinforce messages seen on linear or CTV,” Lazarus said. “These ads are part of a maximum-impact, full-funnel video strategy that drives awareness at home and conversion closer to the point of purchase.”

Maximize your ad spend

Short form content won’t replace TV, but it is more in tune with how people watch video today. Brands that embrace this new definition of TV will reach more customers, more often and with more impact.

On-the-go video is uniquely positioned to help CPG brands create a strategy that matches evolving consumer behaviors because it is brief, and it engages consumers within their routines and while they’re on the path to purchase. Whether fueling up, grabbing a quick snack, or running errands, these moments are closely tied to purchase intent, enhancing the potential impact of ads, and connecting brand storytelling with real consumer behavior. 

“CPG marketers who incorporate it as part of a media plan can maximize attention and unique reach to drive real-world relevance seen in measurable bottom-line impact,” Lazarus said.