Will streamers begin producing content with online creators?
Will streamers begin producing content with online creators?
Prime Video’s new show ‘Beast Games’ could be the start of a new trend, according to a report from Deloitte.
Are different generations accessing streaming content in the same way? The answer is a definitive no according to a new survey from Deloitte. The survey has key insights on the viewing habits of older viewers, as well as younger customers who are so prized by streaming providers as the next generation of paying customers.
Key Details:
- Boomers and mature viewers are adopting paid, ad-supported streaming plans more than younger viewers.
- Customers think the average cost of an ad-supported plan is just about right.
- Younger viewers are more likely to engage with TV shows and movies that feature their favorite online creators.
Deloitte’s survey found that 54% of subscription video-on-demand (SVOD) customers say they have at least one paid, ad-supported streaming plan. That number has increased by eight percentage points since 2024, and older viewers are leading the charge. The number of Boomers who have such a plan has increased by 16% since 2024, and the number of mature subscribers to these plans has jumped 30% in the same time frame.
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Deloitte also found that the average price for ad-supported plans around the industry is $9 per month, which is right in line with what customers think is fair. In addition, the report says that two-thirds of younger generations are subscribed to a free ad-supported TV streaming service.
But is that what younger viewers are watching primarily? Not necessarily. Fifty-six percent of Gen Z respondents and 43% of millennials surveyed said social media content is more relevant than traditional TV shows and movies in their eyes. These age groups spend around 50 minutes more per day on social media and user-generated content, and 26% less time than the average person watching TV and movies.
In addition, 52% of Gen Zers and 45% of millennials say they feel a stronger connection to social video creators than they do to TV personalities or famous actors.
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This could create a new trend in video streaming. Shows like Prime Video’s new reality series “Beast Games” featuring YouTube star Mr. Beast. Forty-nine percent of Gen Z respondents to Deloitte’s survey say they would be more willing to watch content that featured their favorite online creators, and 40% of millennials agree. But this can be a double-edged sword; 30% of consumers overall say the creators they love lose authenticity by moving from social media to TV.
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The results from Deloitte’s survey paint an interesting contrast between older and younger viewers. Older audiences are more accepting of watching paid content with ads, akin to the linear TV they grew up watching. Younger generations, meanwhile, are much more likely to gravitate toward the social video and user-generated content they’re so accustomed to.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.