Streaming services are no longer just platforms—they’re decision-makers. According to a global consumer analysis by Ampere Analysis, more people now trust personalized recommendations from platforms like Netflix and Amazon Prime than the traditional advice of friends and family.
The report, which surveyed 56,000 internet users across 30 markets, reveals that 26% of viewers worldwide rely on streaming algorithms to choose what to watch, compared to 23% who still lean on personal recommendations. This marks a key shift in consumer behavior and signals a maturing trust in AI-driven content curation.
The trend is more pronounced among specific segments. 30% of users aged 25–34 and 31% of households with young children are more likely to depend on algorithms to guide their viewing. For businesses in the streaming space, this means investment in smarter recommendation engines isn’t just a tech upgrade—it’s a user acquisition and retention strategy.
But generational behaviors diverge. For Gen Z (18–24), social media is king. 31% say they watch long-form content they’ve discovered on social platforms, beating even actor loyalty (30%) and algorithm picks (27%). That puts platforms like TikTok and Instagram directly in the content funnel.
There are also geographical contrasts. 30% of UK viewers now follow streaming recommendations—higher than the 27% in the U.S. and 24% in Western Europe overall. Meanwhile, France and Italy lag at 19%, with Italians showing a stronger pull toward positive reviews (23%), and the French still valuing word-of-mouth (25%).
Emerging markets reflect high algorithm adoption, too. In both China and India, 30% of viewers rely on platform picks—highlighting a fast-growing alignment with digital consumption behaviors seen in developed markets.
This shift matters for content producers, platforms, and marketers alike. Recommendation algorithms are no longer just a UX feature—they are a frontline marketing tool. And as younger viewers continue to blend content discovery with social media trends, platforms that don’t actively integrate those ecosystems risk falling behind.