What Keeps You Still Watching

What makes streaming so irresistible to people today? The Netflix Ads team set out to answer that question in our brand-new report, Still Watching.

Based on custom research and Netflix behavioral viewing data across 12 ad-supported countries, the report unveils fascinating trends about Gen Z and Millennial audiences today. 

Most importantly, what we found can help advertisers connect better with streaming audiences, whether through creative partnerships or memorable campaigns.

You can dig into the full report here— but we pulled out a few eye-catching moments: 

#1: Audiences crave variety — especially genres and titles from other countries

The most popular Netflix film of all time is K-Pop Demon Hunters (which only debuted a few months ago!), clocking more than 325 million views globally.

This anime-inspired K-pop movie broke through to Netflix’s Top 10 list in 93 countries.

It’s a great example of one of the major takeaways in Still Watching: Audiences today are more interested in different types of content than ever before.

But not just that. They actually expect streaming services to satisfy their appetite for variety. The “widest selection of content” is the #1 reason why Gen Zs and Millennials say they pick a streamer.

What does that mean for advertisers?

Brand partners should cater to audiences’ desire for discovery, either by sponsoring an international title, exploring fresh genres, or targeting audiences based on interests.

#2: Streaming is changing fandom — creating global phenomena

Fandom has always been around. But streaming is magnifying fan communities, and bringing in even more viewers.

We see it on our own service. Netflix is available in 190 countries, and when members fall in love with a title and start to share it — the fandom can spread worldwide. Squid Game is the epitome of this.

We’ve also recently seen this phenomenon with the global popularity of the Emmy-award winning drama series Adolescence, which has notched more than a half-billion view hours worldwide.

What does that mean for advertisers?

To Gen Zs and Millennials, fandom is more important than ever. 71% of Gen Zs say being a fan is an important part of their identity. 

Tapping into the power of fandom can help brands create a strong bond with audiences and drive real results. Seven out of 10 say they are more likely to buy from a brand when it aligns to their favorite fandoms.

#3: Personalization is how audiences fall in love — and why they stick around

For Gen Zs and Millennials, personalized recommendations are a major part of the streaming experience. It’s why 80% of what Netflix members watch is a result of recommendations.

Why does it matter? 

Recommendations are completely attuned to what audiences want to see, they don’t just help audiences find something to watch — they help them find something to love.

Case in point: Eight out of 10 Gen Zs say their favorite titles help them understand and accept themselves on a deeper level.

That kind of emotional engagement results in audiences tuning in more often, watching for longer periods of time, and in the case of Netflix, draws deep, focused attention.

What does that mean for advertisers?

Streaming services can understand who audiences are, in a nuanced way, and help brands target audiences with precision.

On Netflix, brand partners can target by genre, viewing moods, and interests, and in 2026 will have the ability to personalize ads via Gen AI. All of this is to show the right ad to the right audience at the right time.

Streaming is where audiences actually lock in

Even though audiences have lots of entertainment options today, they’re not usually tuned in. 

Streaming is the big exception to that rule. People don’t just spend passive time with streaming services — they devote quality time to it.

For Netflix, members commit their full attention to our shows, movies, and live events, in a deep and sustained way.

Discover more about trends defining streaming today in the Still Watching 2025 report.