More Than Half of Gen Z Users Cancel and Re-Subscribe to Streaming Services for One Show, Study Finds

A new report suggests that younger audiences are changing how they use entertainment services, with streaming, gaming, and media ownership habits shifting quickly.

The study, called Generations In Play: 2026 Audience Insights Report, was created through research involving Dentsu, IGN Entertainment, Kantar, and UC Berkeley. It surveyed over 6,000 highly engaged viewers across the United States, United Kingdom, and Australia.

One of the main findings shows that a large share of Gen Z viewers do not stay subscribed to streaming platforms for long periods. Instead, many sign up, watch a specific show or movie, and then cancel once they are done. The report says about 59% of Gen Z respondents follow this pattern. It also suggests that long-term loyalty to one platform is weakening.

The research also highlights how this group behaves differently when it comes to video games. Around 62% of Gen Z participants said they avoid paying full price for games. Many prefer subscription-based gaming services or trial access models instead of buying games outright.

Other trends show a wider shift away from physical media. A large portion of young consumers no longer purchase music albums, DVDs, or physical copies of TV shows and films. The report also notes that digital access is now the main way people consume entertainment content.

Despite these changes, the study found one positive trend for cinemas. Gen Z audiences are more likely than older groups to go to the movies during opening weekend. The report suggests they see cinema as a social experience rather than just watching a film.

Industry experts involved in the study say these habits show that audiences now move across platforms based on content, not loyalty to services. They also point out that popular franchises and long-running stories still help keep viewers engaged over time.

The report also discusses how gaming companies and streaming platforms may need to adjust. Instead of relying only on subscriptions or sales, many may focus more on in-game purchases, season passes, and other digital extras.

Overall, the findings suggest that entertainment consumption is becoming more flexible and less tied to ownership or long-term subscriptions. Younger audiences are choosing access over commitment, switching platforms depending on what they want to watch or play.

This shift makes sense because there are now so many services competing for attention. People naturally move toward whatever gives them what they want at that moment. Still, it raises questions about whether content quality or convenience will matter more in the long run. What do you think about these changing habits in streaming and gaming? Share your thoughts in the comments.