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Gen-Z Streaming Consuption Research

This document analyzes how Gen-Z consumes content in the oversaturated streaming market. The researcher conducted a survey of 76 Gen-Z individuals and interviews with 3 to understand their preferred streaming services and motivations. Key findings include that nearly all participants subscribe to Netflix, with Amazon Prime and Hulu also popular. Most desire low-cost, commercial-free services with original content and variety. Streaming behaviors changed during the pandemic with a preference for comfort shows and documentaries.

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120 views13 pages

Gen-Z Streaming Consuption Research

This document analyzes how Gen-Z consumes content in the oversaturated streaming market. The researcher conducted a survey of 76 Gen-Z individuals and interviews with 3 to understand their preferred streaming services and motivations. Key findings include that nearly all participants subscribe to Netflix, with Amazon Prime and Hulu also popular. Most desire low-cost, commercial-free services with original content and variety. Streaming behaviors changed during the pandemic with a preference for comfort shows and documentaries.

Uploaded by

api-462416151
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Content Consumption: An Analysis

of How Gen-Z Consumes Content in


an Oversaturated Market

By Rachel Engel
Introduction
❏ Gen-Z : Born between 1997-2012
❏ Over 200 SVODs to choose from
❏ Gen-Z streaming habits
❏ Why?
Purpose
❏ receive insight about online video
streaming preferences and habits of
members of Gen Z
1. Thesis / Research Questions

➔ What streaming services do Gen-Z


prefer and why?

➔ What are the motivations behind


subscribing to Gen-Z’s preferred
services?

➔ What are the gratifications of the


streaming services Gen-Z members
subscribe to?
Literature Review
❏ Cord Cutting

❏ Cord-nevers

❏ Content Aggregation
❏ 2017, 3.66 million
Cord Cutting Americans cancelled their
❏ Transitioning from cable to cable subscription
SVOD ❏ 31% each of Generation
❏ SVOD = “Streaming video Z (ages 15–20) and
on demand” Millennial (ages 21–34)
❏ Smart TVs respondents say they
❏ Cost and Consumer age pay an online-service
❏ 2009: Digital OTA provider for content
Cord- Nevers
❏ Never subscribed to
traditional TV ❏ Threat to cable services
❏ Versatility of streaming
❏ 2017, 43% of the
participants who reported
to be cord nevers were
Millennials (Hamilton, 2017)
❏ 9% of US population
Content
Aggregation ❏ SmartTV
❏ Roku, Fire Stick
❏ Began in the 1990s
❏ AudioNet

❏ Amazon

❏ Netflix

❏ Streaming Wars
Methods

➔ Survey- 76 responses

◆ quantitative

➔ Interviews- 3 interviewees

◆ Qualitative

➔ Convenience sample / snowball


effect
Findings- Quantitative
Every participant 48% said that 97% said they have a
subscribes to at they pay for it Netflix subscription
least one themselves 84% have Amazon
streaming service Prime
81% said Hulu
Findings- Qualitative
Most desirable Behaviors Prefered Content
elements:
changed from - Comfort shows
- User friendly pre-covid → - Originals
- No commercials during covid - Documentaries
- Low cost - Nostalgia
- Original content
- Variety
Limitations
❏ Sample Size
❏ Sample selection process
❏ Diversity of subjects
❏ No funding
Conclusions

❏ Researcher was able to successfully


draw conclusions to their research
questions
❏ No known biases
❏ Foundation for future research

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