More Than Half of Gen Z Users Cancel and Renew Streaming Services for a Single Title, Won’t Purchase Full-Price Video Games, New Study Finds

But younger viewers are 13% more likely to go to the movies on opening weekend

By Jennifer Maas

Jennifer Maas

TV Business Writer

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Gen Z is unsubscribing: A study has found that more than half of the younger age demographic cancels and renews streaming subscriptions based on the availability of one TV series or film, and nearly a third won’t pay full price for a game and would rather sample via a gaming platform subscription.

According to the newly released “Generations In Play: 2026 Audience Insights Report,” which was published by Dentsu and IGN Entertainment, 59% of Gen Z users surveyed actively subscribe and unsubscribe to streamers to “chase a single title.” The report asserts this means “platform loyalty is effectively dead.

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