Data: Young flock to lesser-known streamers
January 13, 2021
Team Whistle, a US entertainment and sports media company, has shared data on Gen Z and Millennial streaming preferences from Whistle Wise, the company’s proprietary research and analytics service.
While streaming giants such as Netflix, HBO Max, Hulu and Disney+ fight for the dollars of young viewers in the US, 75 per cent of 13-16 year olds are spending more time with lesser-known free connected TV options.
Key findings include:
- Biggest YoY gainers amongst 13 to 36-year-olds in the study were Xumo (+25 per cent), Stirr (+22 per cent), Tubi (+19 per cent) and Samsung TV Plus (+17 per cent)
- 85 per cent of respondents turn to streaming platforms to find content they can’t find on other platforms / switch across streaming services to find the content they’re looking for
- 81 per cent usually watch content on streaming platforms in the background while doing other things