Deloitte's 19th annual Digital Media Trends report reveals a shift in streaming subscriber habits, with 54% now using ad-supported tiers to cope with rising costs—up from 46% last year. The survey of 3,595 U.S. consumers indicates that younger generations, particularly Gen Zs, are increasingly favoring social media over traditional TV, spending significantly more time on platforms like TikTok and less on movies. This trend compels media companies to innovate and understand younger audiences through personalized content and advertising, as they navigate the evolving digital landscape.
"Entertainment providers should embrace innovation and agility to help them thrive. This means understanding the nuances of younger audiences, leveraging technology to personalize content and advertising..."
"54% of SVOD subscribers now have at least one ad-supported tier. This marks a significant increase from last year’s 46%, indicating a growing acceptance of ads to mitigate rising streaming costs."
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