A survey revealed that more than half of Generation Z have canceled or renewed their streaming service subscriptions for just one title.
A survey conducted across multiple generations revealed how Gen Z, aged 13-28, views entertainment. The survey also found that 59% of Gen Z respondents actively subscribe to and cancel streaming services 'in order to follow a single show.'
2026 Audience Insights Report - IGNE
Gen Z Cancels Streaming Subs for One Show, Don't Buy Full-Price Games
The 'Generations In Play: 2026 Audience Insights Report,' jointly published by IGN Entertainment and Dentsu, surveyed respondents in the United States, the United Kingdom, and Australia, all of whom spent more than 10 hours per week on games, streaming services, and social media.
The survey revealed that respondents generally move freely between various services and prioritize access to an 'infinite library' over owning individual content. Regarding games, 62% of respondents said they 'don't buy games at full price,' suggesting they subscribe to services that allow them to play a variety of games for a fixed monthly fee.
In particular, only 20% of Generation Z bought at full price. This figure rose to 38% for Millennials (ages 29-44) and 42% for Generation X (ages 45-60), indicating that the percentage of people buying at full price increases with age.
The study found that 71% of people have stopped buying physical music media, and similarly, 70% of people have switched to streaming services instead of purchasing physical media for TV shows and movies.
The way Gen Z uses streaming services is unique; apparently, 59% of them repeatedly subscribe to and cancel streaming services solely to keep up with their favorite shows.
Brent Corning, head of Dentsu's global gaming division, said, 'I don't think simply increasing new content or original works is the right strategy for cultivating long-term customer loyalty, because we know that users are drawn to long-running series. Long-running series like Stranger Things and Game of Thrones keep users engaged for a long time and bring them back again.'
On the other hand, Generation Z is known to be the 'most frequent moviegoer generation,' and it has been found that they are 13% more likely than other generations to watch a movie on its opening weekend.
Corning pointed out, 'This definitely overturns conventional wisdom about young people. Generation Z sees going to the movies as a social and communal experience. They see the movie theater as part of the whole day's experience, not as a one-off event.' He suggested that in today's world where you can get any kind of entertainment online, the experience that a physical facility like a movie theater provides is what's important.
The report also offers important insights into sports. Generation Z tends to prefer watching sports with others, and they particularly enjoy watching sports broadcasts through their favorite YouTubers' streams. Corning commented on this, saying, 'Sports rights holders who treat other creators as competitors are missing the point. Creator content is not a substitute for sports, but an entry point to sports. We need to develop strategies that are adapted to this.'
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