More than ever, people are finding community through the content they watch. 65% of people surveyed said they feel like they’re a part a community based on the movies and shows they watch, and they’re willing to spend money on brands associated with that content to show their loyalty.
The data comes from Tubi’s The Stream 2026: When Intention Becomes Attention study, released today. Tubi partnered with The Harris Poll to conduct research about the viewing habits of Americans, with a focus on Gen Z.
“Tubi has built a deeply engaged audience by putting fandom at the center of a premium streaming experience that is completely free,” said Cynthia Clevenger, Senior Vice President of B2B Marketing at Tubi. “This year’s insights show viewers are loyal to platforms that champion their passions, they continue to turn to nostalgia for quality storytelling and are embracing original creator-led IP. Free streaming is taking mindshare and creating a powerful opportunity by turning passion into performance as audiences actively participate in culturally resonant on-demand experiences.”
The study showed that 67% of respondents are more likely to support brands when their fandoms are reflected in advertising. That loyalty translates to streaming as well. 74% said they’re loyal to the streaming services that support their fandoms and 68% said they feel seen when a platform helps them discover a new fandom to support.
When it comes to the type of content that those fandoms fall into, comedy (70%), action (68%), and crime (66%) top the list. 76% of respondents say they prefer original content over remakes. However, people are continuing to go back to the shows and movies they love from the past. 97% of respondents said they’re interested in watching content released more than 10 years ago, and they want streaming services to recommend that content alongside new shows.