New Hulu Study Finds Out What Gen Z Is Watching And Why

Generation Z viewers want diverse, complex, cultural stories, according to a new study from Hulu. The new findings are apart of Hulu’s Generation Stream research, which is committed “to deeply understanding the power and impact of the streaming movement, and the next generation of TV viewers.” 

The report conducted studies, trend research, and interviews to reach their conclusions, including undertaking a national representative survey. Researchers identified five key areas where individuals who identify as Generation z differ from traditional viewers: demographics, emotional range, global reach, niche interests, and calls to action. In demographic identity, the study found that at least 67% of Gen z viewers in the study identified as having complex identities that “spanned cultures, languages, and demographic markers.” This marker seemed to correlate directly to the media the surveyed viewers consumed: which was characterized as “nontraditional” and focused on fluidity and cultural changes.  

The study also found that viewers responded to real-time content, that focused on political and cultural issues. “Gen Z gravitates toward content that grapples big issues facing society, as purpose and politics are core to this generation’s identity,” says research from Generation Stream. Mental health is one of the biggest The most popular shows the study covered all had an emotional focus in common, although the study participants equally focused on emotionally complex and emotionally soothing series.  

Beyond cultural and emotional diversity, global and niche interests ruled the viewing habits of participants. With the advent of the internet and streaming sites,  Generation Z is more connected than ever to global cultures and fandoms, leading to much wider viewing experiences. Gen Z viewers are much more likely to immerse themselves in shows created in different languages, given the high popularity of shows like Money Heist and Yuri! On Ice. 

While the findings may seem self-explanatory given each generation’s new propensity to push boundaries, whether it be in life or media, the new findings can and do have an impact on what series and movies streaming execs choose to fund. For a streaming audience that is more diverse, studios are more likely to create teen and young adult-centric content that features more diverse characters, to attempt and match the diverse needs of viewers. And it’s not just Hulu. A 2020 study conducted by Netflix
NFLX
found that younger viewers consider themselves represented in more television shows than ever before. While the diverse increase is exciting for younger viewers, streaming overall (including adult scripted series) still only differs slightly from the diversity seen in cable scripted television, meaning the race for representation continues.