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    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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    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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    59 views13 pages

    Gen-Z Streaming Consuption Research

    Uploaded by

    api-462416151
    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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    of 13

    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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