Survey: New Streaming Insights Released

Tubi, a leading ad-supported streaming service owned by Fox Corporation, partnered with The Harris Poll in November 2024 to conduct a survey as part of its annual report, "The Stream 2025: Audience Insights Shaping Streaming." 

The just released survey, carried out between October 21 and November 1, 2024, included 2,502 U.S. adults aged 18 and older who streamed at least one hour of video content per week. The report provides a detailed look at evolving streaming behaviors, with a particular focus on Gen Z, and offers actionable insights for marketers aiming to connect with modern audiences.

The findings reveal several key trends. 

• Streaming has emerged as a preferred form of escapism, outpacing social media, with viewers increasingly turning to it for relaxation and entertainment. 
• A notable 66% of respondents reported enjoying nostalgic content—shows and movies released over a decade ago—indicating a resurgence of interest in older programming. 
• Gen Z, in particular, showed distinct habits: 84% of employed Gen Z viewers admitted to streaming during work hours, 53% delayed work to finish binge-watching, and 48% even lied to coworkers or bosses about it. 
• Additionally, 52% expressed reluctance to return to office settings because it would limit their streaming time.

The survey also highlighted attitudes toward ads: A striking 79% of respondents felt that paid streaming services should be ad-free, while 81% viewed ads as a fair trade-off for free content on platforms like Tubi. Engagement with ads was significant, with 59% of viewers considering action—like making a purchase—after seeing an interesting ad while streaming. 

Cost was another focal point: the average monthly spend on streaming services reached $129, surpassing many household expenses, yet viewers remained selective, prioritizing platforms that align with their preferences.

Tubi’s own growth underscored the report’s findings. The platform boasted over 97 million monthly active users and 10 billion streaming hours in 2024, with more than a third of its audience aged 18-34 and over half identifying as Gen Z or Millennials. Nearly half were multicultural, and 77% lacked cable subscriptions, reinforcing Tubi’s appeal to cord-cutters and younger, diverse demographics. Exclusive Tubi Originals also gained traction, with titles like Sidelined: The QB and Me drawing record viewership in November 2024.

These insights reflect a broader shift in the entertainment landscape, where free, ad-supported streaming is gaining ground, and audiences—especially younger ones—are reshaping how and where they consume content. The report positions Tubi as a key player in meeting these demands, offering a vast library of over 275,000 movies and TV episodes, including 300+ originals, tailored to a highly engaged viewer base.