Plan audiences, not channel averages
Build separate pathways for Gen Z, young professionals, mid-life multitaskers and mature audiences.
HEPTA.AM HEPTA / MEDIA PULSE 2026
ARMENIA
MEDIA
INTELLIGENCEPOWERED BY
MEDIA
INTELLIGENCEPOWERED BY
A strategic audience briefing for business and marketing leaders
Armenia is not becoming digital-only. It is becoming selectively hybrid.
Mass visibility still matters. Discovery, influence and response are now distributed across screens, feeds, search, AI and relationship channels.
0%use social media daily
0%select AI assistants
0%watch linear TV weekly
0%of adults use YouTube via a TV set
00 / EXECUTIVE PERSPECTIVE
The strongest campaigns will connect mass visibility with personalised discovery, social influence and relationship channels.
Traditional channels still create shared visibility. Digital platforms increasingly determine what people discover, compare, believe and act on. The transition is not uniform: each generation is assembling its own media operating system.
01 / AUDIENCE ARCHITECTURE
Five generations.
Five media operating systems.
The data reveal behavioural cohorts—not simply age bands. Select a cohort to see its route from salience to action.
16–24
Gen Z
Mobile-native, socially filtered and increasingly AI-assisted.
0%use social media daily
0%select AI among top information sources
0%watch linear TV weekly
COMMUNICATION IMPLICATION
Lead with short-form video, creators, searchable proof and AI-readable information. Linear television still reaches 34% weekly, while connected use makes the set a mixed screen rather than a daily anchor.
DATA DEEP DIVESocial media profile mix by age
Platform identity changes before daily social use disappears.
The youngest groups are multi-platform and visual-first. The source segment reflects VK and Odnoklassniki use; Facebook dominance and non-social behaviour become more prominent with age.
16–24
0%0%
25–35
0%0%0%
36–45
0%0%0%
46–55
0%0%0%0%
56–65
0%0%0%0%
66+
0%0%0%0%
Full age-group base. Profile segments are mutually exclusive; totals may vary by one point because of rounding.
02 / DISCOVERY
The first question no longer belongs to Google alone.
Search remains the dominant primary mode, while AI and social discovery create distinct audience pathways.
16–24
0% search-first · 0% primarily AI-assisted · 0% social-first
Derived primary-mode segments. Each respondent is assigned to one dominant information-seeking behaviour.
DATA DEEP DIVEFull discovery landscape
How information sources change by age
Each age-group row shows the full source mix. Respondents selected up to two places they usually look when they need new information.
16–24
0%0%0%0%
25–35
0%0%0%0%
36–45
0%0%0%0%
46–55
0%0%0%0%
56–65
0%0%0%0%
66+
0%0%0%0%
Full age-group base. Segment widths are normalised within each age row for comparison; labels show respondent percentages. Multiple responses allowed.
The divide is not “online versus offline”. It is intent versus influence.
Search-first audiences actively seek answers. Social-first audiences encounter ideas through feeds and communities. AI-assisted audiences increasingly expect a synthesised answer rather than a list of links.
03 / VIDEO & SCREENS
The television set still reaches every generation.
Its role changes sharply by age.
Weekly linear viewing rises from 34% among 16–24s to 84% among people aged 66+, while connected viewing remains a meaningful layer.
DATA DEEP DIVEWhat television users do with the set
Screen roles among television users, by age
Each age-group row shows how television users use the set. The base audit below provides comparable all-adult reach.
16–24
0%0%0%0%
25–35
0%0%0%0%
36–45
0%0%0%0%
46–55
0%0%0%0%
56–65
0%0%0%0%
66+
0%0%0%0%
0%of all adults watch linear television weekly
0%of television users use YouTube on the set
0%equivalent share of all adults
Segment widths are normalised within each age row; labels show respondent percentages. Full adult base: n=934; television-user base: n=600. Multiple screen uses allowed.
04 / ATTENTION
Exposure is increasingly simultaneous—not sequential.
The second screen is not simply a distraction. It is often the route to response.
Reach can remain high while attention quality varies.
Campaign architecture must make the continuation effortless. A recognisable cue should survive partial attention, and the next step should be easy to search, scan, click, message, save or share.
DATA DEEP DIVEThe full attention mode
What happens while television is on, by age
Every age-group row separates focused viewing from household multitasking, social scrolling and messaging.
16–24
0%0%0%0%
25–35
0%0%0%
36–45
0%0%0%
46–55
0%0%0%
56–65
0%0%0%
66+
0%0%0%
Segment widths are normalised within each age row; labels show respondent percentages. Television-user base; multiple activities allowed.
05 / MESSAGING & INFLUENCE
Messaging apps are the relationship layer of the media system.
They are not primarily reach channels. Their value lies in frequency, trust, service and community.
DATA DEEP DIVEMessaging app footprint by age
Installed apps among messaging-app owners, by age
Every age-group row shows the full app footprint. WhatsApp and Viber remain broad; Telegram is sharply age-sensitive.
16–24
0%0%0%0%
25–35
0%0%0%0%
36–45
0%0%0%0%
46–55
0%0%0%0%
56–65
0%0%0%0%
66+
0%0%0%0%
Segment widths are normalised within each age row; labels show respondent percentages. Relevant messaging-app-owner base; multiple apps allowed. For 16–24s, n=106.
01TELEVISION
Shared salience
02SOCIAL VIDEO
Influence and relevance
03SEARCH + AI
Active discovery
04MESSAGING
Relationship depth
06 / STRATEGIC IMPLICATIONS
Six moves for brands that want to outperform the market.
Treat AI visibility as a brand metric
Track whether assistants accurately recognise the brand, products, claims and local relevance.
Buy video across screens
Plan linear TV, YouTube-on-TV, mobile video and streaming as one portfolio with distinct roles.
Use creators as translators
Convert brand evidence into platform-native relevance, especially for younger audiences.
Use messaging for depth
Build opt-in communities, service journeys, offers and retention flows.
Engineer the hand-off to action
Every broad-reach exposure should lead to an easy next step: search, scan, click, message, save or share.
HEPTA POINT OF VIEW
The competitive advantage is not access to media inventory. It is orchestration.
One audience.
Multiple moments.
One connected system.
Armenia’s media landscape rewards integrated planning: television for salience, connected and social video for flexible reach, search and AI for discovery, creators for cultural translation, and messaging for relationship depth.
METHODOLOGY
Turn intelligence into action Hepta Armenia Media Intelligence 2026 tabulation, n=934 adults aged 16+, with demographic and behavioural cuts. Percentages are rounded. “Gen Z” is represented by respondents aged 16–24 (n=122). Charts use the full age-group base unless explicitly labelled television users, messaging-app owners or Telegram users. Multiple-response questions do not sum to 100%.