\u201cGenerations In Play: 2026 Audience Insights Report,\u201d<\/a> which was published by Dentsu and IGN Entertainment, 59% of Gen Z users surveyed actively subscribe and unsubscribe to streamers to \u201cchase a single title.\u201d The report asserts this implies \u201cplatform loyalty is effectively dead.\u201d<\/p>\n\n\tMoreover, the info finds 62% of Gen Z won\u2019t pay full price for video games, 71% have stopped buying physical music, and 70% not buy hard copies of TV shows and flicks.<\/p>\n
\n\tA shiny spot for Hollywood within the study says Gen Z is probably the most theatrical generation with 13% more more likely to attend opening weekend than older movie-goers.<\/p>\n
\n\tThe findings come from a study that was independently conducted by Kantar and UC Berkeley and included a survey of 6,250 \u201chighly-engaged entertainment consumers\u201d across the U.S., U.K. and Australia.<\/p>\n
\n\t\u201cGenerations in Play 2026 was built on independent research conducted with Kantar and UC Berkeley, then synthesized through IGN Entertainment\u2019s first-party behavioral platform, IMAGINE,\u201d IGN Entertainment senior vp of selling and head of Imagine AI, Karl Stewart, said. \u201cThat combination is what makes it a behavioral map relatively than simply one other trend report. For thirty years, IGN Entertainment has watched Gen X, Millennials, and Gen Z form their media habits inside our ecosystem. What this research confirms is that every generation is running on a fundamentally different operating system, and that the brands working with Dentsu now have a clearer view of how you can reach every one by itself terms.\u201d<\/p>\n
\n\tSee below for a replica of the complete report, followed by Variety<\/em>\u2018s Q&A with Dentsu\u2019s global head of gaming, Brent Koning, which matches into more detail in regards to the findings within the \u201cGenerations In Play: 2026 Audience Insights Report.\u201d<\/p>\n