Netflix Ads has published its annual Still Watching report for 2025, examining the behavior and motivations of Generation Z and millennials on streaming services. The report, prepared based on research results and Netflix data, demonstrates how streaming has become not only a means of consuming content but also an emotional connection and a shared cultural reference point.
Key findings from the Netflix Ads study
Diversity is an expectation, not a privilege
Generation Z and millennials enjoy a vast selection of content and the joy of discovery. They are confident that they can always find something interesting. The diversity of content broadens viewers' perspectives and stimulates collaboration with brands.
The audience's identity is diverse and multifaceted
Modern viewers combine unexpected genres and preferences, making their identity unique. They respond to advertising that aligns with their interests.
Content is chosen based on mood and emotions
Generation Z and millennials select content according to their mood and needs. The variety of content attracts them and encourages them to return to streaming platforms.
Fandoms create powerful communities
Fandom has become an integral part of young viewers' identities, providing them with emotional and cultural influence. Brands featured in favorite series and fan communities enjoy greater trust and affinity from the younger audience.
Quality is defined by engagement
Streaming service viewers respond to advertising messages that align with their interests and create a sense of coherence. Platform recommendations are of great importance for their content selection.
The Netflix Ads report reveals that modern viewers prefer diverse and emotionally rich content. They shape a unique identity through shared interests and fandoms, which become an important cultural component of their lives.