CTV Report
52% of Gen Z Streamers Choose Ad-Supported Tiers To Cut Costs
by Frankie Karrer
Abstract
- Subscription burnout is widespread among Gen Z viewers: 37% say they have canceled at least one service since December, and 80% signed up for a service in the past year to watch a single show or movie, then paused or canceled shortly after.
- However, subscription stress doesn’t translate to lower spending. Gen Z is still the most likely age group to spend $100+ per month on streaming services.
- Ad-supported tiers are a go-to solution for Gen Z streamers looking to save, with 52% of them actively using these options to keep costs in check.
Gen Z may be tired of managing endless streaming subscriptions, but they’re far from tuning out. New data from CivicScience reveals that subscription fatigue has driven 37% of Gen Z streamers to cancel one or more services in recent months. Churn in particular has just become part of their routine: 80% of adult Gen Z streamers signed up for a service in the past year to watch a specific show or movie, then canceled or paused shortly after. It’s a cycle of high engagement followed by fast exits, and it’s quickly become the norm for younger viewers navigating an increasingly crowded streaming landscape.
For advertisers, that behavior creates opportunity. Despite Gen Z rotating through OTT platforms, they remain the most likely age group to spend $100+ per month on streaming, proving burnout hasn’t dampened demand. Instead, cost pressure is reshaping where viewing happens: 52% of Gen Z streamers now rely on ad-supported tiers, and FAST viewing continues to surge, with U.S. watch time hitting 1.8 billion hours in August alone (up 43% YoY). That shift makes Connected TV especially effective for reaching this audience at moments of peak interest, from season premieres to direct-to-streaming movie debuts. As Gen Z cycles through their subscriptions, CTV offers consistent reach, premium environments, and the flexibility to meet viewers wherever they land next.
Connected TV in the News
Super Bowl LX Exposes Widening Gap in Advertising Strategies
EMARKETER
Several major brands are rethinking how they will show up around Super Bowl LX, even as the event remains the most-watched TV broadcast in the US.
Digital Live Sports Audiences Are Projected To Grow 5.8% in 2026
MNTN Research
For years, broadcast has been the default home for live NFL audiences. Yet while broadcast remains the primary destination for sports viewers, that position reflects legacy more than growth.
Prime Video Takes Crown in Global Streaming 2026 Sports Rights
MediaPost
Global streaming platforms will spend $14.2 billion on sports rights in 2026 — with Amazon Prime Video taking over the top spot with a 27% share.
Subscribe to the MNTN Research Weekly
Sign up to receive a weekly feed of curated research, sent straight to your inbox.