Generation Z viewers want diverse, complex, cultural stories, according to a new study from Hulu. The new findings are part of Hulu’s Generation Stream research, which aims to “deeply understand the power and impact of the streaming movement, and the next generation of TV viewers”.
The research begins affirming that streaming is now considered the definitive way the world watches, as 90% of Americans 13-to-54 stream video content. “Not only has streaming changed the distribution of entertainment, but also the expectations of it,” it says.
Through extensive trend research, informational interviews with "culturesetters" and industry experts, as well as a nationally representative survey, Generation Stream has identified five key areas where Generation Z differs from traditional viewers: demographics, emotional range, global reach, niche interests, and calls to action.
Regarding demographic identity, the study found that at least 67% of Gen Z viewers in the study identified as having complex identities that spanned cultures, languages, and demographic markers. This marker seemed to correlate directly to the media the surveyed viewers consume, which was characterized as “nontraditional” and focused on fluidity and cultural changes.
The study also found that these viewers respond to real-time content that focuses on political and cultural issues. “Gen Z gravitates toward content that grapples big issues facing society, as purpose and politics are core to this generation’s identity,” the study indicates. Among the most popular shows the study covered, all had an emotional focus in common, although the study participants equally focused on emotionally complex and emotionally soothing series.
Beyond cultural and emotional diversity, global and niche interests ruled the viewing habits of participants. With the advent of the internet and streaming sites, Generation Z is more connected than ever to global cultures and fandoms, leading to much wider viewing experiences. These viewers also are much more likely to immerse themselves in shows created in different languages.
“Gen Z is the most global, diverse, and arguably pur-poseful generation to date. They are pushing entertainment boundaries and see content as an outlet to reshape culture, rethink tradition, and truly expand upon themselves,” the report concludes.