Backscreen used IBC2025 to highlight how broadcasters and pay-TV operators can win back younger audiences by adopting user interfaces inspired by TikTok and Instagram.
Speaking in a Broadband TV News video interview, Jan Frelek of Backscreen said Generation Z has moved decisively towards short, vertical formats on mobile devices, leaving traditional platforms struggling to keep their attention.
“Gen Z is the future, and currently this future follows Instagram and TikTok — and money follows them,” said Frelek. “We believe it’s high time to win them back.”
Backscreen’s proposition is a mobile-first application that enables operators to repurpose long-form programming into bite-sized clips while providing the content management tools needed to link short and long formats seamlessly. The platform also supports interactive features and new monetisation models designed to increase engagement.
Frelek argued that assuming young viewers will eventually adopt the habits of older generations is a mistake. Instead, operators must adapt to their expectations. “Typical Netflix-type approaches do not do the job anymore, not to mention live TV,” he said.
Beyond the commercial opportunity, Frelek stressed that adopting short-form, mobile-first distribution models is also essential for cultural continuity. “It’s a mission for public broadcasters to spread national identity across all audiences,” he added.
Backscreen believes its platform gives operators a way to combine cultural relevance with competitive, social media–style engagement to retain younger viewers – and their revenue.
