Streaming used to be the no-brainer. Cheaper than cable, full control over what to watch, and no ads (if you were willing to pay a little more). But younger viewers are flipping the script again — and this time, it’s social media that’s winning.
Deloitte’s 19th annual Digital Media Trends report shows a shift that’s hard to ignore. Gen Z and millennials are spending more time scrolling, watching creators, and consuming bite-sized content than tuning in to traditional shows and films. And that’s a problem for the streaming giants.
Doug Van Dyke, vice chair at Deloitte LLP, put it bluntly:
“The status quo is likely no longer an option. Entertainment providers need to rethink how they connect with younger audiences.”
Social is eating into screen time
Younger consumers are spending more time on social media and less on TV. Gen Z watches about 50 minutes more of social or user-generated content each day than the average viewer — and spends 44 minutes less watching shows or movies.
- +54% more time on social platforms vs. average user
- -26% less time watching TV/movies
For Gen Z, YouTube and TikTok aren’t just entertainment. They’re search engines, hangout spots, news feeds, and — increasingly — the place to discover what to watch next.
Streaming is getting pricey — and people are noticing
The average household now spends $69/month on streaming — up 13% from last year — while cable bills still hover around $125. Nearly half of respondents say they’re overpaying, and over 40% say the content just doesn’t justify the cost.
And if prices go up again?
Six in ten say they’d cancel their favorite service over a $5 increase.
- $14 = ideal price for ad-free streaming
- $16 = current average
- $25+ = considered too expensive by most users
Churn is part of the routine now
Subscribers aren’t sticking around.
• 39% of users canceled at least one paid streaming service in the last six months
• Over 50% of Gen Z and millennials did the same
• 24% canceled and rejoined the same service in that timeframe
This revolving-door behavior shows just how fragile streaming loyalty has become. People aren’t afraid to walk away—and they’ll come back only if there’s something worth coming back for.
Ads aren’t a deal-breaker anymore
Remember when ad-free was the whole point of streaming? Not so much anymore. Over half of users now have at least one ad-supported tier in their subscriptions — and that number’s even higher among Gen X and Boomers.
The sweet spot for ad-supported platforms seems to be around $10/month. Go above $19, and users say they’re out.
- 54% of SVOD users now have at least one ad-supported tier
For older viewers, ads might feel like a return to the TV days they grew up with. For younger ones, it’s just part of the deal—especially if skipping them saves money.
Creators are now the main characters
The biggest shift isn’t just time or price — it’s loyalty. Gen Z is more emotionally invested in online creators than in actors or celebrities.
- 56% of Gen Z say social content is more relevant than TV shows or movies
- 52% feel more connected to creators than to actors or TV hosts
- 49% would watch a show or movie starring their favorite online creator
- 30% worry those creators lose authenticity when they cross into mainstream formats
Creators > Actors > TV Hosts
This trend mirrors what’s already happening in fashion, food, and fitness. Viewers gravitate toward people they relate to—not polished celebrities on soundstages. It’s no wonder 63% of Gen Z say product reviews or ads on social platforms are what influence their purchases most.
Social Media Is the New TV Guide
Traditional streamers rely on homepages and algorithms. Social media is doing something better—it’s recommending shows with a human touch. Creators and communities are becoming the primary engines of discovery.
• 56% of Gen Z and millennials have watched a movie or show after hearing about it from a creator
• 53% say social media gives them better viewing suggestions than any streaming app
What This Means
Streaming platforms aren’t dead. But their grip is slipping.
Gen Z is building new habits—cheap, social-first, creator-led. And for traditional media, keeping up will take more than just better shows. It’s about making content feel connected.
“AI is reshaping entertainment,” said China Widener, Vice Chair at Deloitte. “Those who can’t keep up risk losing an entire generation.”
The next blockbuster might not come from a billion-dollar studio. It might come from a bedroom and a phone.
“Personal connection drives attention,” said one analyst involved in the report. “That’s the edge creators have. That’s what platforms need to understand if they want to win this next chapter.”
