For Gen Z, streaming TV is a full-time job, at least according to new Tubi research.
Today, Tubi released “The Stream 2025: Audience Insights Shaping Streaming” report in partnership with The Harris Poll, which looks at the changing streaming behaviors of consumers—especially Gen Z—and how marketers can reach these audiences as the entertainment landscape continues to shift.
The survey was conducted in the United States by The Harris Poll on behalf of Tubi from October 21, 2024, to November 1, 2024, among 2,502 18+ adults that stream video at least 1 hour a week.
Among the findings, Gen Z is streaming while working from home, viewers are spending around $129 per month on streaming services, and 66% of viewers are enjoying content from more than a decade ago.
“Today’s viewers are more selective than ever, carefully choosing where to invest their time and attention. As consumer behaviors continue to evolve, these insights offer marketers a valuable opportunity to connect with key audiences,” Cynthia Clevenger, svp of B2B marketing, Tubi, said in a statement.
Here’s a closer look at the findings and how today’s audiences are streaming.
Americans love streaming and see it as a form of escape
The report found that Americans are avid streamers, with more than half (57%) of viewers streaming TV and movies between 1-3 hours in one sitting, while 38% say they stream for 3 hours or more. The data found that viewers are juggling nearly seven streaming services, with a mix of paid streaming services (3.9 on average) and free services (2.6 on average).
Meanwhile, streaming has turned into a form of escapism for many audiences, with the majority (80%) of viewers saying they would rather spend their time watching a TV show or movie than scrolling on social media. In fact, consumers are most likely to reach for streaming when they need a mental break (59%), followed by listening to music (50%) or scrolling social media (38%).
Consumers—particularly young employees—are so into streaming that they’re even doing so on the clock—and not being quite truthful about it. Half of Gen Z viewers confessed to streaming while working from home, with nearly 48% admitting to lying to their bosses about it.
Ads and price hikes
The report found that when it comes to ads, viewers are willing to accept them, but not if they’re paying for them. According to the findings, 79% of consumers say they feel that if they’re paying for a streaming service, they expect no ads at all. Meanwhile, 81% say that watching ads is a fair trade for access to free content on streaming.
The data also found that ads can spark action about Gen Z viewers, but only if they’re relevant. The majority (81%) of Gen Z consumers said they’d consider taking action after seeing interesting ads while streaming, yet 73% feel that the ads they’re currently seeing on streaming seem misaligned with their personal preferences.
Meanwhile, Americans are also quick to get rid of their streaming subscriptions over the continued price hikes. The research found that viewers are spending $129 combined in a month on streamers and paid TV subscriptions, which is a 7.5% increase year over year. The research also found that half of respondents (56%) monitor streaming services carefully so they do not overspend, with Gen Z viewers particularly cost-conscious. Seventy-six percent say they have or would end their streaming subscription over increased prices.