Audiences are splitting time between active and passive entertainment

The Future. Younger generations are showing a growing preference for video games and user-generated content such as TikTok and YouTube videos over traditional forms of entertainment like movies and shows (though it’s still ahead). With Gen Z and millennials reporting that they’re also feeling “subscription fatigue” and are more likely to “churn and return” to services based on what’s available, the major streamers may look to diversify what content they offer to keep people engaged.

All the remotes
Deloitte’s latest Digital Media Trends Survey found that younger generations are dividing their entertainment time more equally between film and TV, video games, and user-generated content (UGC).

• While 55% of Gen X and older prefer watching movies and shows more than any other entertainment option, only 30% of Gen Z and millennials felt that way.
• That’s because video games and UGC are so much more popular among younger generations — 19% of Gen Z and millennials said either video games or UGC was their preferred option. In comparison, that was true only for 6% of Gen X or older.
• The shift in love for video games and UGC is because younger generations report that, besides entertainment, they also provide immersion and social connection.

But there is common ground: 26% of Gen Z and millennials said music was their preferred entertainment option, while 27% of Gen X and older said the same. 

Everybody, to Coachella!