Kid-related and family content needs have become even more important in parents’ decisions to stay subscribed to a platform – up by 31% in the United States and 24% in the UK since 2021 – outpacing subscription cost, which lessened by 9% and 17%, respectively, according to SuperAwesome’s latest report.
The “Gen Alpha and Gen Z: In control of the family remote” report notes that kids’ and family content needs are the top reason a parent will subscribe to a streaming service for the family, keep subscribing, or unsubscribe, making Gen Alpha and younger Gen Zers (who value family time almost as much as content) crucial for gaining and retaining subscriptions.
According to SuperAwesome, Gen Z audiences are in a period of significant change from childhood to adulthood, with two thirds living in the family home, informing family decisions. In fact, half of Gen Zers aged 16-24 say they are involved in family streaming platform decisions. While some Gen Zers are making their first entertainment purchases at this age, they are still invested in the streaming choices at home.
Moreover, when making subscription decisions, Gen Z is loyal to the content they love. Furthermore, the report highlights that, for 16-18 year olds (especially in the United States), family time is more important than it is for 19-24 year olds. In streaming campaigns, this age group should be included in family messaging, the study says.
The investigation also revealed that YouTube is the most effective channel for reaching Gen Alpha and US Gen Zers. Social media is also key for brand awareness with Gen Z in the United States and the UK. However, according to the report, while YouTube is the top awareness channel for Gen Alpha, utilizing multiple media channels is vital for driving awareness and consideration of new titles with kids and their friends.
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