By Gavin Boyle
A study revealed that Gen Z is starting to take a serious look at the platforms they are subscribed to and canceling the services they no longer find valuable.
“The shift here isn’t necessarily about just creating more, new or original content, because we know that loyalty actually centers on IP that has longevity. STRANGER THINGS, GAME OF THRONES, THE WALKING DEAD…these are sagas that keep audiences engaged and coming back for me,” said Brent Koning, Dentsu’s — the company that produced the study along with IGN — global head of gaming. “We’re also seeing that when IP transitions between formats, it brings audiences with it – so those sagas can be borrowed too.”
This data paints a picture for the future of the industry, one that continues the trend of sequels and spinoffs that is all too common today. A slight difference, though, is a growing reliance on video game IPs to draw larger audiences.
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In recent years, movie adaptations have landed as big earners at the box office. In 2023, THE SUPER MARIO BROS. MOVIE was the No. 2 movie of the year. In 2025, A MINECRAFT MOVIE was the No. 1 movie of the year, and THE SUPER MARIO GALAXY MOVIE currently sits atop the yearly box office for 2026.
Video game IP, however, has found success through TV as well as movies. This move towards video games may become even more important to streaming as more members of Gen Z look to save costs by cutting their subscriptions. And if their decision, as this study suggests, is built upon the IP available, the strong connection that comes from a video game adaptation can prove vital.
Streaming platforms have already begun to cater their titles to garner a specific audience. Previous studies, for example, have revealed that many households subscribe to certain platforms based on the children’s content available. Because of this, at least in part, many streamers have bought up the most popular children’s IP available in order to attract that audience.
“We’re building a world where kids can not only watch their favorite stories, they can step inside them and interact with their favorite characters,” John Derderian, Netflix Vice President of Animation Series and Kids & Family TV, said in April when the company launched a new kids gaming app. “Watching and playing on Netflix can be the fun and easiest part of every family’s day.”
As Gen Z become a larger and larger consumer base, it is interesting to see how its tendencies are shaping the entertainment world and causing companies to change in order to attract their dollars.
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