Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions.

Cable television was born in 1928. Sadly, we are all witnessing its death. Not so long ago, a TV guide could be found on every living room coffee table to help consumers plan their evening TV show lineup. Today, Generation Z consumes video content in a completely different way. These young viewers have placed a premium on flexibility. Rigid time frames outlining ad-laden TV shows are wholly unappealing to such an audience.

From the type of content they watch and the format they watch it in to the device they watch it on, Gen Z is asking for content to be catered to them. The successful streaming platforms will be the ones that listen. The migration from traditional media to on-demand streaming has forced media outlets to become more agile than ever.

While cable TV is holding on for dear life to its remaining subscribers, successful platforms have provided what their customers want — content on the go. Gone are the days where family members rush home to secure a spot on the couch just in time to tune into their favorite programs. Instead, Gen Z has ignited the movement of content providers toward specialized content streaming. Specifically, platforms have carved out success by placing more tailored content onto apps and services that are geared toward the younger viewers and accessible by phone or tablet. Studies have revealed that a Gen Z audience consumes the majority of its content on three platforms: YouTube, Instagram, and Twitter.

Gen Z consumes three hours of entertainment and video content on their phones, nearly doubling the number of hours spent watching cable TV. With this in mind, it should come as no surprise that producers are opting to create streamable, accessible, mobile content over traditional platforms.

The word “it” in paragraph 2 refers to _______.