It’s nothing new that streaming has determined much of what Gen Z and Millennials watch. But how they watch—even on other services—has been completely shaped by the binge-watch culture teens and young adults grew up in. And as they seek instant access to new content (not waiting years for a new season), YouTube is the main competitor for traditional entertainment. Even though young viewers are splitting screen time between services, they’re highly engaged, and brands who want their attention need to give them every opportunity to connect with their entertainment.
In YPulse’s 2025 TV and Entertainment report, our data shows how Gen Z viewers engage with their favorite shows and movies, how much time they spend on different streaming mediums, and why dual-screening can actually be a good thing.
Report length: 19 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded August 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in August 2025
