According to a Deloitte study, this disenchantment also affects television and, to a lesser extent, streaming services. Video games and music, on the other hand, have their preference.
Does the tea towel burn between young people and the cinema? According to a study conducted by the audit company Deloitte and relayed by the Los Angeles Time , young people born between 1997 and 2007 abandon cinema and television in general, in favor of video games. Carried out in February and covering two thousand consumers, the analysis shows that video – whether films or television shows – is not a priority for the so-called “Z” generation: quarter of among them (26%) consider video games to be their favorite hobby, 14% prefer music, 12% surf the Internet and, ultimately humiliation, 11% of young people prefer social networks. Only 10% of the people questioned declared their preference for a film or a series in terms of leisure.
These results are different from those of the previous generation (Millennials or Generation Y), born from 1983 to 1996, and 18% of whom chose the big and small screen rather than the video game (16%). These habits, taken in adolescence, are still active today in the thirties, which leaves little hope for a possible change in behavior of Z. The first to suffer from these results? Hollywood, which already suffers from strong competition in the universe of available brain time, and whose future seems to be compromised as young people grow up.
“Today, millennials have definitely adopted the behaviors they developed as a teenager and carried on into their early thirties. If Generation Z follows this trend, their habits may change slightly, but I cannot imagine a radical change in their behavior ”, told the Los Angeles Time Kevin Westcott, who heads the technology, media and telecommunications (TMT) subsidiary of Deloitte in the United States.
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Fight against unsubscribing
The churn rate for streaming platforms is also addressed by the survey. While Disney +, HBO Max or even Netflix compete for new audiences, companies must especially fight more and more to keep their old subscribers. Ironically, these companies partly responsible for the air zapping and the snapshot are also the first victims. Above all, the prices charged, rather low, no longer allow profitability, which in particular pushed Netflix to gradually increase its prices. But the diversification of streaming services and the economic impact of the pandemic on households have made subscribers more fickle and demanding.
Especially since, most of the time, consumers do not completely abandon video on demand. Most often, they simply change platforms. 22% of those questioned said they had made new commitments since the start of the health crisis, while 33% explained that they had both added and canceled subscriptions. Only 3% canceled services without taking new ones.
Also according to the study, the cost would be the main factor of unsubscription-change of platform. This is in any case what said nearly half (49%) of respondents, for whom a price increase would justify this turnaround. On this point, Westcott states: “Before, the choice of platforms was conditioned by the issue of original content and the extent of the library, but cost has become a very important factor, and I would say that the sensitivity to costs has been exacerbated by the pandemic.” However, despite the dimension taken by the question of cost, 31% of respondents affirmed that they would be likely to unsubscribe from their streaming service if their favorite shows and films were deleted.