A new study of over 6,000 respondents across the US, UK and Australia has examined the streaming, film-watching, and gaming habits of Gen Z, Millennials and Gen X to discover how the different generations engage with media today.
Published on IGN, the study conducted by Kantar and UC Berkeley also made sure to enlist high-consumption users who engage in 4 hours or more a week of film watching and ten hours or more a week of gaming, streaming, YouTube, or social media consumption.
For starters, they found that 59% of Gen Z cancel and renew streaming subscriptions based on the availability of one TV series or film and the idea of “platform loyalty” is effectively dead.
Gen Z is the most theatrical generation of the trio, with 13% more likely to attend the opening weekend of a film than older movie-goers, that generation seeing cinemagoing less as a ‘screen-worshipping exercise’ and more as a social/communal experience.
In terms of gaming, approximately 62% of respondents no longer purchase full-price games. When they do purchase full price games, Gen Z does it the most at 42% followed by Millennials at 38% and Gen X at just 20%.
Other facts include people are much more digital ownership driven with 71% having stopped buying physical music, 70% no longer buy film or TV-related physical media, and Millennials listen to podcasts far more than Gen X or Gen Z.
