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Study: Youngsters key streaming decision-makers

July 27, 2023

When it comes to household streaming choices, young audiences’ voices are key in influencing what platforms families subscribe to, as well as what content they watch, according to SuperAwesome, an Epic Games company that provides tools for safer, responsible digital engagement with younger audiences.

While cost is a factor in motivating subscription purchases, kids’ and family content needs are the #1 reason a parent will subscribe to a streaming service for the household. The research surveyed 2,026 parents of Gen Alpha and 890 Gen Zers across the US and UK.

Half of parents include their children living at home in the final decision of what streaming platforms to subscribe to. In order to gain and retain family subscriptions, brands need to understand how to best engage and provide value to young audiences.

SuperAwesome’s study, Gen Alpha and Gen Z: In Control of the Family Remote, explores how parents make streaming decisions for the household, the importance of content specifically for young streaming audiences, and how Gen Alpha and Gen Z find out about new content they’re excited to see.

Key insights:

  1. The streaming needs of the whole family outweigh cost considerations, even amidst uncertain economic times. Parents list “content to watch as a family” as the top factor in driving subscription decisions.
  2. Kid-related and family content needs have become even more important in parents’ decisions to stay subscribed to a platform – up by 31 per cent in the US and 24 per cent in the UK since 2021 – outpacing subscription cost which lessened by 9 per cent and 17 per cent respectively.
  3. Kids’ and family content needs are the top reason a parent will subscribe to a streaming service for the family, keep subscribing, or unsubscribe, making Gen Alpha and younger Gen Zers crucial for gaining and retaining subscriptions.
  4. Half of Gen Zers aged 16-24 say they’re involved in family streaming platform decisions. While some Gen Zers are making their first entertainment purchases at this age, they are still invested in the streaming choices at home.
  5. YouTube is the most effective channel for reaching Gen Alpha and US Gen Zers. Social media is also key for brand awareness with Gen Z in the US and the UK. In the US, 71 per cent of 16-18 year olds say they’re most likely to pay attention to an ad for a new show or movie on YouTube.

is an essential resource for streaming brands looking to obtain and retain family subscriptions. The insights provided offer brands a better understanding of how to best connect with these influential audiences.

Categories: Articles, Broadcast, Consumer Behaviour, OTT, OTT, Premium, Research, VOD

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