More than half of Gen Z subscribers take out a streaming subscription solely to watch one show or movie before cancelling, according to a new study. The research, conducted by Dentsu and IGN Entertainment, found that 59% of those aged 13 to 28 engage in this behaviour, concluding that “platform loyalty is effectively dead.”
The study, independently carried out by Kantar and UC Berkeley, surveyed 6,250 “highly-engaged entertainment consumers” across the US, UK and Australia. It highlighted a shift in how younger generations consume media, moving “fluidly between streaming, gaming, social, and search based on what they need in that moment.”
Brent Koning, Dentsu’s global head of gaming, told Variety: “The shift here isn’t necessarily about just creating more, new or original content, because we know that loyalty actually centres on IP that has longevity.” He cited sagas like “Stranger Things,” “Game of Thrones” and “The Walking Dead” as examples that keep audiences engaged.
The report noted that Gen Z’s viewing habits are influenced by a “shared dialogue validated by peers,” with 59% watching the latest episode of a show on its release day to avoid spoilers and join the “cultural discourse.” Unlike Gen X’s patient “wait-and-see” approach, Gen Z views content consumption as a “time-sensitive social imperative” and is “willing to pay a premium for immediacy.”
Researchers also found that Gen Z is 13% more likely to attend opening weekend at cinemas than older movie-goers, a positive sign for the industry. Koning said the research “overturns the conventional wisdom about young audiences,” noting that Gen Z treats theatrical attendance as a “social and communal experience” rather than just watching a film.
