Prepare for Generation Stream. Julie DeTraglia Showcases Hulu's Streaming TV Research

But who are they really Hulu decided to find out by conducting a major study in 2020 through April Julie DeTraglia Hulu39s head of research and insights explained that Hulu in partnership with Culture CoOp designed the study first with a primary component that queried 20 diverse quotCulturesettersquot ages 16 to 44 Then using insights gleaned from that group the team launched a national survey of 2500 diverse Gen Zs Millennials and Gen Xers ages 13 to 54 According to DeTraglia quotWe tested trends and further explored streaming behavior and preferences The result included an expansive multichapter report testimonials and curated videos on streaming trends types behaviors classifiers and reactionspreferences around streaming TVquotOverall TrendsGenerally speaking Hulu found that the 1354 year olds polled in the study were either heavy users of streaming services or intended to subscribe to a streaming service This indicates a further advancement of streaming as a more dominant form of media consumption in the coming years quotDiving into the experiences and moods of Generation Stream further cements streaming TV as a foundational part of a viewer39s dayquot she explained The study found that90 view TV and movie content on a video streaming platform75 fill their media consumption time streaming or mostly streaming the video contentAmong nonstreamers 57 anticipate subscribing to a streaming service within the next 5 yearsGeneration StreamGeneration Stream is the prevailing consumer segment representing 90 of all 1354 year old Americans who stream content And they love streaming content According to the findings 91 of Generation Stream would give up their music streaming service social media favorite food favorite fashion item and favorite brand before they gave up their video streaming service In fact the only thing other than video streaming they aren39t willing to give up is their hairThe study pointed out that quotThe ripple effect of streaming is as powerful as it is universal Virtually all 95 of Generation Stream say streaming has changed their viewing experience in at least one way from being able to binge content to having more control over their viewing experience to watching niche contentquot Streaming enables this cohort to watch totally on demand quotThey are untethered from the 24hour day primetime slots Nielsen ratings or set commercial breaks content has newfound wiggle roomquot the report depicted But this brings with it added expectations for more leftofcenter shows more multidimensional characters more bingeable seasons and generally more content Over onethird 35 of Generation Stream says because of streaming tv they watch more content than ever before and it39s changing their viewing behavior and expectationsDiving down a little deeper Generation Stream falls into three key segments of behaviors those who are Stream Only 37 Stream Most 47 and Stream Also 16For Hulu specifically 86 of Hulu subscribers fall into the top two groups Stream Only 41 and Stream Most 45The way Generation Stream uses streaming services fall into four behavioral typesClassic These viewers tend to stream content in the same manner as people watch traditional TVamp8212at set times with family friends or a partner and as part of a daily routineCurated This group is more selective in their streaming content centering on intelligent niche and global content that is more than just pure entertainment They tend to favor shows and movies that spur a cultural conversation to connect them with likeminded communitiesTherapeutic This group favors streaming content that is more meditative and therapeutic presumably because it reminds them of childhood or enables them to lightly reflectIndulgent This group favors streaming content that is totally immersive They enjoy being fully consumed with shows 39holing up39 for a weekend solo to binge through several seasons of a favored programThe results of this study will help inform the industry going forward quotThe insights in this report uncover what inspires and moves this audience so that Hulu and our partners can connect with them in meaningful ways with content brands and advertising By exploring this coveted audience who has been watching TV in a streaming environment for over a decade 39Generation Stream39 helps us understand the why who and how of streaming TV viewers and will continue to do so in the coming reportsquot she concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Prepare for Generation Stream. Julie DeTraglia Showcases Hulu's Streaming TV Research

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