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TRENDING
March 15, 2024
Original Content over Franchises: 74% of Millennials and GenZ
Young viewers have seemingly contradicting desires on what they want to watch and are selective on streaming services, but remain conscious of their spending on them. By Ching Wai.
US - From a survey conducted by The Harris Poll on behalf of Tubi in the U.S., 74% of Millennials and GenZers prefer to watch original content rather than franchises or remakes. The survey was conducted from 22 Dec 2023 to 5 Jan 2024 on 2503 adults aged eighteen and above who streamed at least one hour of video a week. Tubi is the most watched free TV and movie streaming platform in the U.S.. It is part of the Tubi Media Group, a division of Fox Corporation that oversees the company’s digital businesses. The streaming platform saw a 59% growth in total viewing time and reached over 8.5 billion streaming hours in 2023. Results from the survey therefore come as a useful gauge for streaming services to plan their next move.
A similar majority of Millennials and GenZers, 71%, said they would like to see more television shows and movies on streaming that are either independent or from smaller creators. They feel like they would then be directly supporting the creators by streaming their work. 74% of those surveyed said they value diversity and representation on screen, and 89% desire a plethora of choice of content. As stated in a white paper made available to marketers, “[v]iewers are increasingly seeking fresh and innovative ideas that push the boundaries of what’s possible instead of rehashed versions of existing stories.”
Yet, the survey reveals that the same Millennials and GenZers primarily tune in to streaming platforms to fuel their nostalgia. 96% want quality nostalgic content that they can binge endlessly, like The Office or Friends. This is evident when Suits premiered on Netflix and was instantly the most-watched title on the platform. The top 10 charts on Netflix are occasionally dominated by movies from other studios, not original content. This irony in what viewers want and what they consume may seem confusing, but is just a testament to the desire for something fresh and different while appreciating the old titles that have impacted so much of the younger generation.
