What’s Shaping Today’s Movie and TV Streaming Viewer Behavior?

What’s Shaping Today’s Movie and TV Streaming Viewer Behavior?

A comprehensive view of the state of streaming in America

People—especially Millennials and Gen Z—are reevaluating their relationship with streaming services. Some 58% of Americans would rather watch ads while streaming and get an extra coffee every month than pay full price for an ad-free service. Over half of Gen Z and Millennials (53%) believe they’re overspending on streaming. But everyone’s still watching a lot, as 40% of people binge for three hours or more in a sitting.

These findings come from the latest edition of Tubi’s annual state-of-streaming report, “The Stream 2024: Streaming Insights for Marketers.” Based on a survey conducted in partnership with The Harris Poll of more than 2,500 U.S. adults, the report examines viewer habits and the trends that matter to brands.

Key findings include:

  • Freemium is in favor: 65% of viewers use at least one free, ad-supported service regularly, and among heavy streamers, that figure is 72%.
  • Personalization is key: 67% of all viewers prefer to watch an ad that’s related to the content they’re streaming, while 29% appreciate ads targeted to them.
  • Gen Z is communal: Over half of Gen Z viewers who enjoy watching content with others prefer to do so with people outside their homes.

Find out more about the trends impacting ad-supported streaming. Download the report.

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