Dentsu and IGN Entertainment publish report on Gen Z streaming and gaming habits
Updated
Updated · Variety · May 6
Dentsu and IGN Entertainment publish report on Gen Z streaming and gaming habits
11 articles · Updated · Variety · May 6
The survey of 6,250 consumers in the US, UK and Australia found 59% churn streaming subscriptions for one title and 62% will not pay full price for games.
It also said 71% no longer buy physical music and 70% avoid hard copies of TV and films, signalling weaker platform loyalty and a broader shift to access-based entertainment.
A notable exception was cinemas: Gen Z was 13% more likely than older audiences to attend opening weekend, suggesting theatrical releases still benefit from social, communal appeal.
Gen Z rejects media ownership but flocks to movie theaters. What does this paradox reveal about the future of entertainment?
As streamers use AI and big franchises to fight churn, will they win Gen Z's loyalty or just their fleeting attention?
With creators now the main gateway to sports, are traditional broadcast networks on the verge of losing the next generation entirely?
The 2026 Gaming Landscape: How Gen Z’s Subscription Preference is Reshaping the Industry
Overview
The 2026 Generations in Play report reveals a major shift in gaming driven by Gen Z's preference for subscriptions and free-to-play models over full-price purchases, reshaping the industry's revenue toward microtransactions and ongoing engagement. Generative AI is accelerating game development and enabling new gameplay features, while cloud gaming breaks hardware barriers and fuels subscription growth. User-generated content expands the creator economy, fostering community and personalization. These trends are driving the industry away from console wars toward multiplatform ecosystems. However, a generational trust divide on AI demands transparency from developers to maintain player confidence. Overall, gaming has become the dominant entertainment medium, evolving into a participatory, community-driven culture.