As the streaming landscape undergoes significant transformation, a pertinent question arises: Do members of Gen Z perceive these changes as signalling the end of the golden age of streaming? To explore this, we explored Gen Z’s content consumption habits, preferences, and their reactions to the evolving streaming environment.
Unlike previous generations that leaned heavily on traditional TV and structured streaming services, Gen Z exhibits a markedly different preference. Their tastes have shifted towards platforms that cater to on-demand, bite-sized content, and, most importantly, content that feels personal, authentic, and relatable. They are increasingly abandoning traditional media consumption methods in favour of social platforms such as TikTok, YouTube, and Instagram, which have altered the way we consume entertainment. A recent study highlighted that 61% of Gen Z favour user-generated content (UGC) over professional productions, valuing authenticity and relatability over polished, scripted TV shows and films. Sonali Patel, a student of design at Goldsmiths, University of London, explains how she values content produced by smaller, more independent studios. She says: “I’m not a huge fan of what larger streaming networks have been producing these days. Smaller studios produce movies that feel closer to home. I go to an artistic university and see productions being made first-hand and I appreciate the value in these sorts of films.
This inclination towards social media-driven entertainment is further evidenced by Gen Z’s usage patterns of streaming platforms. As streaming services like Netflix, Disney+, and HBO continue to invest in producing high-quality, exclusive content, they struggle to engage this younger demographic, who increasingly find their entertainment elsewhere.
The economic impact on streaming preferences
Another crucial factor influencing Gen Z’s streaming habits is the economic landscape. As streaming platforms continue to increase subscription fees, introduce ad-supported tiers, and crack down on password sharing, many young viewers are rethinking their media consumption models. Services like Netflix and Disney+ have faced backlash over rising subscription fees, which have become increasingly unaffordable for budget-conscious Gen Z viewers. The Guardian reports that services like Netflix have been introducing stricter password-sharing policies, leading to frustrations and prompting many younger subscribers to reconsider their subscriptions.
In response to rising costs, many Gen Z viewers are opting for free, ad-supported platforms like YouTube and TikTok. Chad Gerber, founder of Meloscene, explains: “Gen Z typically views the internet as free, and anything they need to pay for absolutely needs to be worth it.” This perspective has led to a preference for content that is either available for free or supported by ads, where they can consume content and share it quickly without the hassle of monthly subscriptions. Platforms like Pluto TV and Tubi have capitalised on this shift, providing a vast array of content with minimal barriers to access.
Wania Nabeel, a fine art student at the University of Arts, London, comments: “There are way too many streaming platforms these days. I can’t afford to subscribe to them all as a student. I already subscribe to four and shows keep getting shifted to different platforms.”
Moreover, the introduction of free streaming services like Peacock, Pluto TV, and Tubi further entrenches Gen Z’s preference for ad-supported models. These platforms cater to the desire for low-cost or free content, offering a wide variety of movies, TV shows, and live programming without requiring a subscription. Given the economic constraints faced by many members of Gen Z, these platforms are increasingly becoming the go-to source of entertainment. Variety reports that free, ad-supported streaming services have grown rapidly, reflecting the changing dynamics in the media consumption landscape.
Adapting to a new streaming era
Recognising these shifts, industry analysts are suggesting that media companies may need to reconsider their strategies. TD Cowen Analysts propose the concept of a “mega-streaming bundle,” where traditional media companies with streaming services might shift from direct-to-consumer products to a wholesale model. This approach could involve partnerships with tech giants like Apple, Amazon, or Google to distribute bundled content, offering consumers greater flexibility and a more personalised viewing experience. Business Insider has noted that such bundles may improve content discovery and retention, providing greater value to viewers who are no longer willing to pay for multiple, individual streaming subscriptions.
However, the success of such models is not guaranteed. The mega-streaming bundle approach might struggle to align with Gen Z’s preferences for authenticity, affordability, and interactivity. Gen Z does not want just a lot of content; they want content that speaks to their individuality and allows them to connect with others in a meaningful way. Nabeel states: “It is so stressful to keep up with so many platforms. I wish there was simply one platform that gave me everything I needed.”
The future of the film industry and streaming
The film industry, traditionally dominated by theatrical releases, is undergoing a significant transformation due to the rise of streaming. This shift presents both challenges and opportunities for filmmakers, studios, and the broader entertainment ecosystem. Historically, films relied heavily on box office sales, followed by DVD and Blu-ray purchases, and eventually TV airings or streaming availability. However, the growing popularity of streaming services has led to a fundamental change in how films are distributed and consumed.
The rise of platforms like Netflix, Amazon Prime Video, and Disney+ has brought a new model of film release: simultaneous releases or quick transitions from theatres to streaming. As streaming platforms increasingly invest in original films and series, they are reshaping the way movies are produced, marketed, and consumed.
The impact of streaming on the cinema industry has been particularly evident in the changing dynamics of production. Traditional film studios are increasingly faced with competition from streaming giants like Netflix and Amazon, who are willing to spend significant sums to produce high-quality films that attract global audiences. Variety highlights how these platforms are shifting the focus from blockbusters intended for broad domestic markets to international stories with mass appeal.
Another critical shift in this industry is the growing importance of niche content. Gen Z, in particular, has shown a preference for entertainment that speaks to their values and interests, often favouring smaller, more specialised films over big franchises. This trend signals a move away from the traditional Hollywood vehicle and towards content that is more diverse, experimental, and inclusive. Deadline reports that platforms like Netflix have successfully embraced these values, offering films that cater to various cultural backgrounds and social issues, which resonate strongly with Gen Z viewers.
Anvika Nagpal, a popular music student at Goldsmiths, University of London, says: “Netflix seems to be intent on producing a lot of generic, cookie-cutter sort of media. Shows such as Emily In Paris and Love Is Blind serve as ‘background shows’ that people put on while doing other things. Any good shows that came out are immediately cancelled without being given a chance.”
The future of streaming: Personalised experiences and new opportunities
As the streaming industry continues to evolve, its ability to adapt to the unique demands of Gen Z will be crucial in determining whether this generation views the current era as the end of streaming’s golden age or the beginning of a new, more personalised chapter. Streaming services that can offer hybrid models, combining premium content with strong social and interactive features, will have a competitive edge in the battle for Gen Z’s attention.
Experts predict that the streaming industry will need to lean heavily into these trends to ensure long-term success. According to a recent analysis by Deloitte, platforms that offer hybrid models—combining both premium content and a strong social media presence—are more likely to resonate with younger audiences. The trend toward short-form, on-demand, and highly interactive experiences could very well signal the dawn of a new era, rather than the end of the golden age. The future of streaming lies not in delivering just content, but in crafting a space where Gen Z can engage with it in ways that are meaningful to them.
Nagpal comments: “I see how AI is taking over the film industry and many CGI remakes of older movies are coming out. But at the end of the day, I feel like we are going back to appreciating VHS tapes, CDs and theatres because we miss the simpler times when there was more art in cinema.”