Streaming content is often seen as a solitary activity, but in the US, it is widely embraced as a way to connect with others. Seven out of ten viewers consider streaming a great way to spend quality time with their family, while an almost equal number see it as an opportunity for self-care.
Whether alone or with company, watching a movie on a streaming platform is not viewed negatively by most Americans. According to the Tubi “The Stream 2024” report, 71% of viewers see it as a valuable way to bond with their family.
The report emphasizes that an hour of streaming can translate into an hour of quality time that brings people together and fosters content communities.
Although young people enjoy streaming with their families, over half of Generation Z (54%) prefer watching streaming content with people outside their household.
For these young viewers, streaming is a way to socialize. Thirty percent of them watch streaming content when visiting friends, while 21% engage in texting with loved ones while watching the same movie, even if they are not physically together. Thirteen percent even communicate via social media while watching.
Recognizing this trend, streaming platforms have introduced features like “watch parties” on platforms such as Disney+ and Prime Video, allowing multiple viewers to watch shows or movies simultaneously.
While streaming can be a bonding experience, many individuals (68%) also see it as “me time,” a form of self-care, or an opportunity to enjoy solitude. Tubi’s report suggests that this can be a way for individuals to take charge of their free time, sometimes leading to “revenge bedtime” where one sacrifices sleep to maximize their day.
Over half of those surveyed (52%) prefer to watch streaming content at night, with 29% citing a busy schedule during the day and 27% finding nighttime as the only chance to truly relax. – AFP Relaxnews
*The survey mentioned in this report was carried out in the US by The Harris Poll on behalf of Tubi, from Dec 22, 2023, to Jan 5, 2024, among 2,503 adults over the age of 18 who watch streaming video at least one hour a week. The quotes in the report come from a qualitative study conducted by The Harris Poll on behalf of Tubi in October 2023 among 22 members of Generation Z (18-26) and Millennials (27-42) who use three or more streaming services.
