And they’re battling it out by feeding the content-hungry with stupendously large libraries of music, films and TV shows.
With so much content on offer, who’s winning over Gen Z? This is the first generation who haven’t had to wait until their favourite song is on the radio, the generation who can just choose what they want to hear or watch, whenever they want. It’s as easy to sign up, as it is to hit ‘close’ and consume content elsewhere.
Our What Gen Z Actually Do report asked which streaming services they use regularly (and they could choose more than one) across audio, videos and TV. Here’s who’s holding their attention most.
Audio Streaming Winner
With top-notch algorithms, podcasts and meme marketing, Spotify is Gen Zs’s #1 listening app. Spotify took the lead by far at 87% followed by Apple Music (14%), YouTube music (12%) and Soundcloud (11%). 3% said they use other streaming services. That top spot is especially startling considering Apple Music is built into iPhones, which is Gen Z’s favourite phone. It’s just that Spotify is much more than a music app.
Video Streaming Winner
The avalanche that is Netflix hasn’t snowed over the long-standing mountain of YouTube just yet. Oh, but oh-so close. 86% chose YouTube and 85% chose Netflix. Tailing is Disney (33%), Stan (32%), Amazon Prime (19%), Twitch (12%), Foxtel Now/Go (9%), Kayo Sports (7%), Apple TV+ (7%), Binge (6%), Optus Sport (3%), Telstra TV Box Office (2%) and Tubi (1%). YouTube’s strong vlogger community and social media engagement will be hard to sway.
TV Streaming Winner
TV streaming is much less relevant to Gen Zs, as 46% told us they don’t even watch it. But some still do. Kudos to 9Now for reeling in almost a third of young people (32%), followed by 7Plus (27%), 10 Play (19%), ABC iView (19%), and SBS on Demand (16%). Free accounts come with a price to pay – annoying advertisements – but even ad-less premium accounts don’t inspire binge-watching amongst young people. The content just doesn’t serve them, and traditional television is just downright daggy.
