The media industry is facing a rapid change in the behavior of the media audience. The market, whose preferences are changeable, imposes the necessity of adopting and implementing innovations in media outlets. The upcoming generation with its characteristics and habits poses a challenge to traditional media in the context of adapting content to the new audience. The development of traditional media was conditioned by technological progress, as well as the social context that shaped the expectations and demands of the media audience. Previous research shows a declining trend in interest in traditional media content among the younger audiences, whereby the relevance of media content to younger audiences has become one of the primary interests of researchers in recent years. The biggest objection to the traditional media from the perspective of younger audiences, popularly referred to as the Generation Z, is a lack of fast adaptation of content and media formats to thier habits and needs. The research focuses on the media habits of younger audiences, their opinions on the quality of content in traditional media and expectations from the future of the media. Changes expected to occur in the media industry cannot be predicted with certainty, but an insight into the demands of new consumers shows an increase in dissatisfaction with the quality of media content in traditional media, which implies the need for discussion about the future of the media relevant for upcoming generations.