Gen Z is turning subscriptions into short-term rentals for shows, movies, and games

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The takeaway: Streaming services and game publishers are facing an audience that no longer behaves like a traditional subscriber base. Instead of sticking with a single platform or paying upfront for content, younger users are moving in and out of services based on what they want at a given moment. The findings come from a report by Dentsu and IGN Entertainment.

One of the clearest signals in the data is how Gen Z approaches streaming. The report finds that 59% of users in that group subscribe to and unsubscribe from platforms specifically to watch a single show or film. In effect, streaming subscriptions have become temporary access points rather than ongoing commitments. The report concludes that "platform loyalty is effectively dead," reflecting how easy it has become to cycle through services as...

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