Streamers have a Gen Z problem: New data reveals why younger subscribers are more likely to cancel as inflation forces them to choose between Netflix and necessities
, and these cheaper offerings have cannibalized some younger customers away from costlier tiers. Eighteen percent of millennials and 16% of Gen Z-ers said they had swapped higher-cost ad-free subscriptions for ad-supported versions of the same services in the past six months, the survey found.
— was based on findings from an independent research firm that polled 2,020 US-based consumers in November. It also covered topics including gaming and online communities. Older viewers appear to comprise streamers' stickiest constituencies, the survey found. Churn among members of Gen X — those born between 1966 and 1982 — was 43%; it was 24% among boomers and mature individuals. Deloitte said boomers were between 1947 and 1965; and matures before or up to 1946.
And an analysis for Insider in April by data and analytics firm Diesel Labs substantiates the notion that younger virwers are increasingly contemplating reducing subscriptions.
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