CTV Report
80% of People Would Rather Watch Streaming Than Scroll on Social
by Frankie Karrer2 min read
Abstract
- 80% of viewers prefer spending their time watching TV shows or movies over browsing social media.
- Viewers are mindful of streaming costs, with 56% carefully monitoring their subscriptions to avoid overspending. Gen Z is particularly price-sensitive — 76% report they’ve either canceled or would cancel a subscription following a price increase.
- Gen Z is embracing personal preferences: 82% say they’re proud of their “guilty pleasure” shows, and 55% would even be willing to pay $100 to relive the experience of watching a favorite show for the first time.
- 81% of consumers believe watching ads is a fair trade-off for free content.
You know what’s better than doomscrolling on social media? According to 80% of viewers, it’s kicking back with a good show or movie. But what are they watching? For Gen Z in particular, it’s less about keeping up with trending shows and more about embracing their personal favorites. In fact, 73% say they’re tired of trying to follow what’s popular, and over half admit they’ve pretended to know about a trending show just to fit in. Instead, they’re leaning into their “guilty pleasure” content — 82% take pride in these personal favorites, and 55% would even pay $100 to experience a favorite show again for the first time.
At the same time, viewers are becoming more mindful of the cost of streaming. With subscription prices on the rise, 76% of Gen Z viewers say they’ve canceled or would cancel a service after a price increase. As a result, free, ad-supported platforms (FASTs) remain a key part of their streaming mix. Interestingly, 81% of viewers see ads as a fair trade-off for free content, and 59% say they’d consider taking action after seeing an ad that aligns with their interests — pointing to a future where relevant ads and affordability drive streaming loyalty.
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