2025年全球流媒体受众研究报告

In an era where entertainment spans everyscreen and scroll, genuine engagement -where people pause, reflect, and connect -is rare. But when Gen Z and Millennialaudiences really want to settle in, focus, andimmerse themselves in an experience, theyoverwhelmingly pick streaming. EVERY STORY.ANYTIME INTRODUCTION Globally, people average six hours and 40minutes of screen time per day, and nearlyhalf of that time is spent streaming programmes,films, and videos.1 With over 2.2 billionsubscribers globally, streaming has becomethe modern default not just for entertainment,but for engagement.2 Variety is no longer a perk;it's the expectation. reaches among the largest audiences instreaming. But the real story isn't size - it'sattention. In fact, Netflix Ads delivers moreactive attention compared to other platforms- nearly 2x more than online video and closeto 3x more than linear TV.3Still Watching is a new global report from FANSRULETHEWORLD Netflix Ads on why and how Gen Z andMillennial audiences stream today - andwhat it all means for advertisers. Based onindependent research and Netflix's own viewingdata, this report lluminates streaming audiences'evolving attitudes and behaviours, and sharesactionable insights for brands and agencies.In the 2025 edition, we explore how streaming audiences enact their fandom. - turning titles into shared cultural touchstonesand streaming services into places of deeppersonal resonance. For advertisers, this createsopportunities to meet viewers in momentswhere they're most engaged. in fact, our researchfound that 59% of Gen Zs and Millennials saythat ads on streaming services stand out morethan the same ads they see elsewhere.4When streaming audiences hit “play,"they're all in - and that's the cue for brands Netflix conducted a combination ofstreaming viewers. First-party data analysiscovered all Netflix members, as well asmembers on our ads plan. Insights From Every Corner METHODOLOGY Australia, Brazil, Canada, France,Korea, Spain, the UK, and the U.S. We partnered with youth culture agencyArchrival to conduct writing assignmentsto reflect on their streaming behaviours andexpectations-andhowbrandscanbestengagewiththem-across North and South AmericaEurope, and Asia-Pacific. respondents in each of the 12 markets).January2025,andApril2025 Three survey waves captured shifts Generation of StreamersResearch focused on Gen Z (18-26) A18-26 " Netflix features a wide range ofBritish sitcoms which isimportant to me and, I wouldassume, the majority of Britishviewers. They feature a goodrange of genres and moods." Variety is no longer a perkit's the expectation. 84% say streaming has broadened they feel confident that, with so much varietyon streaming services, there's always somethinggreat to watch.6 Second, and perhaps moreimportantly, is the joy of discovery, which hasbecome core to the streaming experience.73% of Gen Zs and Millennials say they loveAs viewers explore, their horizons expand.finding the perfect thing to watch, rather thanGen Zs and Milennials say a top 2 reasonfeeling overwhelmed by all of the options.' Andthey go to streaming services is to explore78% of Gen Zs and Millennials say they alwaysgenres or subject matter they haven't seenor often go to a streaming service to intentionallybefore.' Over half of viewers say they watchdiscover something new.8 This promise ofa greater variety of genres (52%) - as welldiscovery is what drives retention: knowingas more programmes and films they'd nevertheir next favourite is just a click away keepshave expected to like (54%) - becauseviewerscomingbackformore.of streaming.10 driving even greater discovery and viewership- including for programmes that are new(instant hit Adolescence), old (Suits, whichfirst premiered in 201111), international(Spain's Society of the Snow12), and beyond.Gen Zs and Millennials almost universally(92%) agree that streaming entertainment hasbroadened the content they watch, and 84%say it's actually broadened their experience of the world too.13 choice. Gen Zs and Millennials say they revelin that abundance, citing the “widest selectionof content" as the top reason why they picka streaming service. always or often go to a streaming serviceto intentionally discover something new. Streaming as a Discovery Engine Feed audiences' desire for novelty. 81%samemajority(79%)alsonotetheylovediscovering new things in culture - and this14 So brandsshould align with streaming films and seriesaudiencestonewtitles,genres, or subjectmatter. For example, Netflix has a rangeand films every month15- so there's alwayssomething new for viewers to discover. Streaming Audiences ArePrimed to Discover 81% of Gen Zs and Millennials saythey're open to discovering newprogrammes and films when they loginto a streaming serviceand79%say they love discovering new things in 88% of Gen Zs and Millennials say the world are especially resonant. 88%when brands introduce them to products oreriences from other countr