Report finds Gen Z not loyal to streaming services, is more likely to go to the movies in person

By Juliet La Sala - The Washington Times - Thursday, May 7, 2026

A report found that more than half of Generation Z (ages 14 to 29) cancels and renews streaming subscriptions for a single media title, but they are more likely than older moviegoers to attend opening weekend at the movie theater, multiple news outlets report.

For the “Generations In Play: 2026 Audience Insights Report,” researchers surveyed 6,250 entertainment consumers across the U.S., the United Kingdom and Australia.

They found that 62% of Gen Z won’t pay full price for video games, 71% have stopped buying physical music, and 70% no longer buy hard copies of TV shows and movies.

The report from Japanese advertising firm Dentsu and video-gaming website IGN Entertainment aims to understand the behavior of different generations across the media landscape and how to attract and retain younger audiences.