The research aims to present the role of the media brand associations on media content consumption by Generation Z. Technological convergence and content distribution and accessibility via multi- platforms brought new patterns in media content consumption regarding volume, channel, device and time. The main impact of the increasing audience fragmentation, the development of distribution channels, and the advancement of technology that allows for time and platform shifting according to the audience's immediate needs all contribute to an environment where the value of media brand or channel branding is valued might be diminishing. For Generation Z, this behaviour is even more pronounced as they consume traditional media below average and prefer media content on online platforms, access online content via mobile devices, use social media more than other age groups and choose international media and social network platforms over local media content. Changes create difficulties for national media brands to attract and grow the future audience – Generation Z. This audience use less local media content, use less media content in their national language, and consume it via social media platforms. The author analyses the consumption trends of national media brands in Latvia and highlights the significant brand associations that positively impact media brand content consumption for a younger media audience. The research shows that the distinctive content seamless and appropriate content experience to each consumption platform positively influences and strengthens media brand associations and, therefore, increase media brand usage. The more the target audience feels connected, engaged and associated with the media brand community, the more it feels towards the media brand. Thus, the research confirms many scholars findings that audience becomes a significant part of media brand and interaction or content experience is crucial for building media brand associations.