A new industry survey reveals a seismic shift in entertainment consumption patterns, with younger audiences increasingly favoring social media creator content over traditional Hollywood offerings.
According to Deloitte's 19th annual digital media trends survey, 56% of Generation Z and 43% of millennial consumers find social media content more relevant than conventional TV shows and movies. About half of these younger viewers report feeling stronger personal connections to social media creators compared to traditional TV and movie stars.
The data highlights a dramatic difference in time spent across platforms. Gen Z consumers dedicate approximately 50 minutes more per day to social media platforms while watching 43 minutes less traditional TV content compared to older generations.
China Widener, vice chair of Deloitte LLP, points out that major entertainment studios and streaming services now face intense competition from tech platforms that host countless creators catering to specific audience interests. The survey indicates younger viewers place more trust in these creators and feel more personally connected to them, which translates into higher advertising engagement.
The challenge for Hollywood extends beyond content preferences. Social platforms leverage sophisticated AI algorithms to deliver personalized recommendations from vast content libraries uploaded daily by creators. While streaming services also use recommendation systems, their more limited content selection may struggle to maintain viewer engagement.
Adding to the industry's concerns, the survey reveals growing dissatisfaction with paid streaming services across all age groups. Nearly half of subscribers believe they pay too much for their streaming subscriptions, while 41% question whether the content justifies the cost.
This shift in consumer behavior and mounting pressure on traditional business models suggests Hollywood faces substantial challenges in capturing and retaining younger audiences in an increasingly creator-driven entertainment landscape.