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Gen Z is over it: Tubi's report reveals what’s really driving streaming engagement

Tubi's new trend report shows why audiences want fewer subscriptions, better ads, and more relevant content.

Patrecia Meliana

12 Apr 2025 • 5 min read

As media budgets tighten and digital attention spans shrink, marketers are staring down a familiar challenge with new stakes: understanding what audiences actually want from streaming.

According to Tubi’s just-released trend report, "The Stream 2025," the future of TV isn’t about chasing trends or pumping out pricey originals—it’s about relevance, personal connection, and affordability.

This article explores the report’s biggest findings and what they mean for marketers, especially those looking to build campaigns that resonate with younger viewers without falling into the trap of trying too hard.

Tubi—a free, ad-supported streamer owned by Fox—lays out how shifting consumer behaviors and expectations are reshaping the streaming landscape. In a time where 80% of viewers say they’d rather watch a show than scroll social media, understanding these shifts is critical for marketers aiming to capture meaningful attention.

Short on time?

Here’s a table of contents for quick access:

Choice fatigue: curation over chaos

The average viewer now juggles nearly seven streaming platforms, and it’s taking a toll. 71% of Gen Z say they’re too exhausted to even decide what to watch after a long day. The burnout is real—and it’s worse when platforms prioritize quantity over quality.

Viewers are rejecting the endless scroll in favor of personalized libraries and “comfort content.” Tubi’s report finds that 73% of Gen Z are tired of keeping up with what’s trendy, and instead want access to familiar favorites, niche interests, and new stories that actually reflect their lives.

For marketers, this means curating relevance over recency. If your ad or branded content feels like another algorithmic recommendation, expect it to be skipped. But if it taps into the viewer’s mood or values? That’s your in.

Price sensitivity: Gen Z hits unsubscribe

Tubi’s data makes it crystal clear: 76% of Gen Z have ended or would end a streaming subscription over a price hike. That’s more than just churn—it’s a realignment of value.

Viewers today treat streaming like any other cost-of-living expense. If it’s not essential or worth the price, it’s out. They’re also increasingly frustrated by tiered memberships, irrelevant content, and password crackdowns.

The result? Free, ad-supported streaming (FAST) is no longer second-tier. It’s becoming the tier of choice for younger, smarter audiences who want quality without the cost.

Ads are fine (if they're smart)

Let’s kill the “everyone hates ads” myth. 81% of viewers say watching ads is a fair trade-off for free content. But here’s the catch: relevance is non-negotiable.

Among Gen Z, 73% say the ads they see feel misaligned with their preferences. That disconnect isn’t just annoying—it actively harms brand trust. On the flip side, 59% say they’d consider taking action after seeing an ad that speaks to them.

That’s your cue: if you’re going to interrupt, make it count. Ads that reflect the viewer’s identity, context, and interests can earn attention rather than hijack it.

**Viewers want real stories, not more franchises**

Today’s audiences are bored with big-budget sameness. They want stories that feel fresh, local, and personal—especially Gen Z. 73% say they prefer original content over remakes, and 70% want more shows from small creators.

Tubi’s move into fan-powered development—via its Stubios initiative—is one way to meet that demand. The initiative lets fans vote on projects, follow creators, and get behind-the-scenes access. It’s not just engagement; it’s ownership.

Also telling: 82% of Gen Z browse streaming platforms to discover older content, not just new releases. This “newstalgia” trend shows that younger viewers want depth, not just novelty.

What marketers should know

Tubi’s report isn’t just about the media—it’s about behavior. Here’s how to apply the findings to your next campaign:

Stop chasing trends—start serving passions

Trend fatigue is real. Lean into content people want to see again and again: guilty pleasures, nostalgic throwbacks, and stories that reflect identity.

Treat FAST like prime inventory

Tubi and other ad-supported platforms are no longer “nice to have"—they’re core to reaching Gen Z and cost-sensitive consumers.

Ads that connect win every time

Use psychographic targeting and contextual placement to make every ad feel like it belongs in the viewer’s stream.

Tap into fandom, not flash

Independent creators and fan-driven formats are building deeper loyalty than traditional IP. Support stories with soul over just spectacle.

Design for decision-fatigued users

Help users not decide. Simplify choice by aligning your content or campaign with curated lists, familiar formats, or emotional utility (e.g., “watch this if you’re stressed").

Tubi’s “The Stream 2025” report is less about where the industry is headed and more about where it already is. Gen Z and millennial viewers are tuning out of hype, opting for substance, relevance, and flexibility.

For marketers, the opportunity is clear: speak to what matters, respect attention spans, and make every impression count. The streaming revolution isn’t slowing—it’s just growing up.

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