What Hulu’s Generation Stream Study Reveals About the Next‑Gen TV Audience

What is the “Generation Stream” project?

Hulu launched the Generation Stream research project, in partnership with Culture Co‑Op, to explore the power, impact, and future of streaming media and to understand the next‑generation TV audience.

The study surveyed 2,500 individuals aged 13‑54, combining interviews with senior streaming content creators, power users, and industry experts from Salesforce, Spotify, and others.

Key findings on US streaming audience

90% of people aged 13‑54 choose to watch TV and movies on streaming platforms.

75% of the same age group download streaming content for offline viewing.

57% of non‑streaming users say they are likely to subscribe to a streaming service within the next five years.

Three audience segments

“Stream Most” : Primarily Gen Z (born after 1996) who heavily use streaming and embrace diverse and popular culture.

“Stream Only” : More introverted, open‑minded individuals, often women watching alone.

“Stream Also” : Older viewers with families and jobs, who consider streaming one of several ways to watch.

Subscriber breakdown

Among Hulu subscribers, 86% fall into the two streaming‑focused categories: 41% are “Stream Only” and 45% are “Stream Most”.

73% of Hulu users have watched at least one “non‑mainstream” show, especially among Gen Z, who see themselves as “common yet unusual” and enjoy experimenting with streaming content.

Impact of streaming on viewing habits

65% say the source of network TV and movies matters less, while 95% believe streaming has changed at least one aspect of how they watch content, signaling a shift away from traditional broadcast toward new viewing behaviors and expectations.

The next article will explore “The Streaming Experience” and how mood and environment influence dynamic content design.