According to the latest edition of the Deloitte Digital Media Trends report, watching TV and movies at home remains a pastime enjoyed by consumers of all ages, especially for Baby Boomers (40%) and Generation X (27%), followed by Millennials ( 20% ). However, younger consumers are turning to video games, with 24% of Gen Z 14-25 year olds citing video games first, compared to just 16% who prefer watching TV and movies at home.

Closes the top of favorite entertainment listen to music (16% Gen Z, 10% Millennials9% of Generation X and Baby boomers), browsing the internet (12% Gen X, 10% Millennials and Baby Boomers, 6% Gen Z) and go to the cinema(10% Gen X, 9% Millennials5% Gen Z and 3% Baby boomers).

While video games are not preferred by all consumers, they are a very popular form of entertainment among all age groups, the report said. At least 96% of Gen Z respondents and the same proportion of Millennials regularly play video games, followed by 89% of Gen X and 57% of Baby Boomers. Millennials spend the most time on this form of entertainment, averaging 13 hours per week, followed by Gen Z with 11 hours, Gen X with ten hours, and Baby Boomers with six hours. Consumers mainly use mobile devices for video games (55% of those who own smartphones and tablets), followed by consoles (47% of consumers who own such devices) and computers (35% of those who own such IT equipment).

The top reasons consumers choose video games are that they help them relax (78%), express themselves by changing characters or avatars (61%), get through difficult times (59%), and stay connected with others people (53%).

Consumers are oversaturated with options streaming video on demand services, the report says, intensifying competition between providers and raising consumer awareness of cost. Among those who decided to cancel their subscription to a video streaming service, 41% cited cost as the number one reason, followed by a lack of new content (30%). This context leads to high termination rates, with more than a third of consumers (37%) canceling or adding and canceling such a service in the past six months, a trend that is more pronounced among younger generations (51% of Gen Z).

“Paid video streaming services have been competing for years with platforms that offer free user-generated content, which is sometimes more dynamic, interactive and engaging, and seem to be losing ground in certain segments. Video-on-demand streaming service providers are struggling to retain customers, especially younger generations who are becoming increasingly content-demanding and cost-conscious, making it increasingly difficult for brands active in this market to win their loyalty,” he said. Andrej Ionescu, Consulting and Risk Management Coordinating Partner, Deloitte Romania, a leader in the technology, media and telecommunications industry.

The report shows that four out of ten consumers are spending more time browsing user-generated video content than TV shows and movies on video streaming platforms, especially among millennial respondents Millennials (60%) and Z (57%).

In addition, seven out of ten consumers follow at least one influencer from the online environment, especially younger generations, and a third of them say they have influenced their purchase decisions.

The Deloitte Digital Media Trends 2022 report was conducted among more than 2,000 consumers in the United States.