The second edition of the ET-Snapchat Gen Z Index, compiled in partnership with Kantar, has revealed a nuanced picture of streaming preferences among India’s youngest generation. The findings show that while Netflix remains the most culturally influential and recalled platform, viewing habits are distinctly shaped by age, with a clear split between younger and older Gen Z cohorts.
According to the study, younger Gen Z (aged 18-23) is fully committed to Netflix, viewing the platform as more than just a video library. For this demographic, Netflix acts as a “cultural barometer” and a “lifestyle brand,” influencing trends and serving as a conversation starter. Its dominance is driven by a high brand affinity and a perception of being a trendsetter.
In contrast, older Gen Z (aged 24-28) exhibits a more diversified streaming portfolio. While Netflix remains popular, this group also actively uses Prime Video and JioHotstar. Their preferences reflect a more pragmatic approach, balancing a desire for varied content with considerations of affordability.
The report also highlights the challenges faced by other streaming services. MX Player, for instance, is struggling to gain serious traction with Gen Z. It lags significantly behind the leading platforms in key metrics like recall, consideration, and emotional connection, failing to position itself as either a premium destination or a cultural touchstone for this audience.
The findings underscore that the Gen Z demographic is not a monolithic group. As they mature and their needs evolve, their streaming choices broaden, moving from a single, culturally-driven platform to a more balanced and variety-seeking approach. This trend provides valuable insights for content creators and marketers looking to engage with this influential consumer group.
Key Highlights:
- Age-Based Preferences: The ET-Snapchat Gen Z Index found a distinct split in streaming habits based on age. Younger Gen Z (18-23) overwhelmingly prefers Netflix, while older Gen Z (24-28) diversifies its choices with Prime Video and JioHotstar.
- Netflix’s Cultural Influence: For the younger cohort, Netflix is more than a streaming service; it’s a cultural benchmark that influences trends and is seen as a lifestyle brand.
- Diversification for Older Gen Z: Older members of Gen Z are more pragmatic, balancing their entertainment needs with affordability and a wider range of content available on multiple platforms.
- MX Player’s Challenge: The study indicates that platforms like MX Player are failing to gain significant traction with Gen Z, struggling to create the same cultural and emotional connection as the leading services.