Gen Z just broke the streaming model: A majority subscribe, binge, and cancel over and over, study finds

The streaming service model relies on the consumer’s willingness to juggle an array of subscriptions. But Gen Z is rejecting that business model. 

Instead of staying loyal to one platform, younger viewers are increasingly treating streaming services like temporary rentals: subscribe, binge, cancel, and repeat.

A new report from entertainment company IGN found 59% of Gen Zers today actively subscribe and then unsubscribe to a streaming service just to watch their favorite show, shifting platforms away from long-term entertainment homes.  

Subscription-based streaming services were in their heyday during the pandemic years, when people had little to entertain them besides the shows it seemed like everyone was talking about on your Zoom, like Tiger King and The Queen’s Gambit. But the study—a survey of 6,250 of what the researchers call “highly-engaged entertainment consumers” across the U.S., U.K., and Australia—found the streaming business model may be........

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