Key stat: 80% of Gen Z video streaming users (ages 18-29) have signed up for a service to watch specific content, then canceled or paused after finishing, according to a January survey from CivicScience.

Beyond the chart:

• The churn behavior isn't just opportunistic, it's a response to real burnout. Some 37% of Gen Z streaming subscribers have canceled one or more services specifically because of subscription fatigue, per CivicScience.
• The cost pressure driving that churn runs deeper than Gen Z. Some 66% of consumers who dropped a streaming service said it was too expensive, per YouGov, and 36% are still paying for at least one service they haven't used in six months.

Use this chart: Drop this in your next media or streaming strategy meeting to show how Gen Z has redefined subscription value. Use the generational breakdown to benchmark churn risk across your audience, and make the case for content-led retention tactics that go beyond the initial hook.

Related EMARKETER reports:

• Digital Video Forecast and Trends Q1 2026 (EMARKETER subscription required)
• US Consumer Attitudes on Streaming 2025 (EMARKETER subscription required)

Methodology: Data is from a January 2026 CivicScience analysis as cited in company blog. 1,092 responses from US adults ages 18+ were obtained from online surveys conducted during January 1-20, 2026. Data is weighted according to the US census.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.