70% of Viewers Prioritize Flexibility — but Gen Z and Boomers Want Different Streams

Streaming has become the default for U.S. viewers — but not all ad experiences are created equal. As platforms shift toward monetization, younger viewers, especially Gen Z, are showing less tolerance for traditional ad formats. Flexibility remains streaming’s biggest draw (70% of viewers cite it as a top reason to subscribe), but Gen Z expects more than just content on-demand — they want ads that are relevant and respectful of their time (aka short). Despite a steady increase in AVOD usage across demographics, Gen Z is the least likely to embrace ad-supported tiers unless the value exchange is clear. That said, this generation is still glued  to video all day long, especially on platforms like YouTube, suggesting that streaming ads aren’t the problem — stale formats are.

Meanwhile, older viewers are flocking to FAST channels, attracted by familiar content libraries and a lean-back experience that mimics traditional TV. The takeaway? Different generations want different things from their streaming experiences — and Connected TV is well-positioned to meet both ends of the spectrum. With half of U.S. households now pay TV-free and CTV adoption continues to rise across age groups, marketers have a major opportunity to tailor ad strategies by platform, format, and audience. The key isn’t fewer ads. It’s smarter ones.

Connected TV in the News

42% Streaming Subs Think They’re Spending Too Much
Advanced Television
88% of viewers say they are consuming the same or more streaming content compared to 2024 — and subscription fatigue is becoming more and more evident.

Streaming Now Commands Almost 45% of All TV Watch Time
MNTN Research
For the first time, streaming surpassed both cable and broadcast combined in total watch time, accounting for nearly 45% of TV viewing in May.

Marketers Struggle To Adapt Social Creative for Connected TV Campaigns
PPC Land
New research reveals that 72% of marketers reuse or slightly modify assets across platforms, while just 25% tailor creative for both social and Connected TV campaigns.