Streamers Still Leaning On Older Audiences For Revenue

The following is a selection from Brandon Katz of Parrot Analytics.

Streaming content may be catering more to Gen Z audience sensibilities and interests, but... it winds up that these services are still relying more heavily on older audiences for the majority of their revenues.

Parrot Analytics recently broke down U.S. streaming platform revenue in Q3 by generation, and without exception, the top services all derived more than half of revenues from millennials, Gen X or older generations.

• For Apple TV+, 77.5% of revenues came from millennials or older, which could explain part of the MLS rights deal as a bid to attract younger consumers.
• Amazon's larger retail focus as a company helps explain why its own content skews older, too – since those consumers are more likely to spend money on the retail side of the house once they're done watching Thursday Night Football or the latest Prime Video action-thriller.
• For Disney+, the service had the highest share of revenue coming from Gen Z (32.6%)in Q3, but also recently made moves to change some of those dynamics as it brought Hulu content into the fold as well.

[read the rest of Brandon Katz's post on TVREV]