How the College Experience Shapes Media Consumption
How the College Experience Shapes Media Consumption
Student preferences shift fast, but our deep bench of Gen Z insights and research tools helped a streaming service stay relevant—uncovering what matters, what’s trending, and how to resonate in the college market.
Student preferences shift fast, but our deep bench of Gen Z insights and research tools helped a streaming service stay relevant—uncovering what matters, what’s trending, and how to resonate in the college market.
Background: College Students Aren’t Just Streaming—They’re Shaping What’s Next in Entertainment, Culture, and Conversation
Background: College Students Aren’t Just Streaming—They’re Shaping What’s Next in Entertainment, Culture, and Conversation
We worked on behalf of a U.S. streaming service to uncover how the unique college experience shapes the way Gen Z consumes media. We found that streaming isn’t just entertainment—it’s social currency. For college students, what they’re watching is what they’re talking about. Whether it’s dissecting the latest plot twist in a dorm group chat or hosting weekly watch parties, streaming content is a shared experience that shapes campus culture.
We worked on behalf of a U.S. streaming service to uncover how the unique college experience shapes the way Gen Z consumes media. We found that streaming isn’t just entertainment—it’s social currency. For college students, what they’re watching is what they’re talking about. Whether it’s dissecting the latest plot twist in a dorm group chat or hosting weekly watch parties, streaming content is a shared experience that shapes campus culture.
63% of students watch 6+ hours of content per week on streaming platforms.
63% of students watch 6+ hours of content per week on streaming platforms.
Methodology: A National Survey of Streaming Behavior
We have one of the largest student insights panels in the country. In the final week of March 2024 we conducted a national survey to assess college students’ streaming behaviors and opinions. The survey received 855 complete responses from students across 14 states and 36 universities, providing a diverse and representative snapshot of the current college audience. Responses were analyzed to identify key trends, habits, and attitudes shaping how students engage with streaming content today.
INSIGHT: College Students Stream and Share Content as a Social Activity
INSIGHT: College Students Stream and Share Content as a Social Activity
We understand the distinct dynamics of the campus environment, where trends emerge and spread within tightly connected student communities. Student habits are shaped by a powerful network effect—and streaming behaviors are no exception. According to our research, most students spend at least 6 hours per week streaming content. When choosing what to watch, nearly 3 out of 4 students rely primarily on peer recommendations.
We understand the distinct dynamics of the campus environment, where trends emerge and spread within tightly connected student communities. Student habits are shaped by a powerful network effect—and streaming behaviors are no exception. According to our research, most students spend at least 6 hours per week streaming content. When choosing what to watch, nearly 3 out of 4 students rely primarily on peer recommendations.
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
How Students Primarily Discover New Streaming Content to Watch
How Often Students Discuss Streaming Content with Their Peers
Daily
Weekly
Monthly
Rarely
Never
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
How Students Primarily Discover New Streaming Content to Watch
How Often Students Discuss Streaming Content with Their Peers
Daily
Weekly
Monthly
Rarely
Never
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
How Students Primarily Discover New Streaming Content to Watch
How Often Students Discuss Streaming Content with Their Peers
Daily
Weekly
Monthly
Rarely
Never
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
How Students Primarily Discover New Streaming Content to Watch
How Often Students Discuss Streaming Content with Their Peers
Daily
Weekly
Monthly
Rarely
Never
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
How Students Primarily Discover New Streaming Content to Watch
How Often Students Discuss Streaming Content with Their Peers
Daily
Weekly
Monthly
Rarely
Never
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
How Students Primarily Discover New Streaming Content to Watch
How Often Students Discuss Streaming Content with Their Peers
Daily
Weekly
Monthly
Rarely
Never
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
How Students Primarily Discover New Streaming Content to Watch
How Often Students Discuss Streaming Content with Their Peers
Daily
Weekly
Monthly
Rarely
Never
Average Hours Per Week Students Spend Watching Streaming Services
1 - 5 hours / week
6 - 10 hours / week
10 - 15 hours / week
15+ hours / week
How Students Primarily Discover New Streaming Content to Watch
How Often Students Discuss Streaming Content with Their Peers
Daily
Weekly
Monthly
Rarely
Never
INSIGHT: Fresh Content Gets Students Talking, but They Also Need Their Comfort Shows
INSIGHT: Fresh Content Gets Students Talking, but They Also Need Their Comfort Shows
New shows spark conversation, but it’s not the only thing students are streaming. While buzzy new series and movies keep them looped into what’s trending, most students actually spend more of their time with concluded series—those comfort shows they return to again and again. However, 55 percent of students guess that their peers primarily watch current TV series, suggesting a gap between students' perceptions of their own viewing preferences vs. those of their peers. These dual habits—exploring what's trending while sticking with familiar favorites—create dynamic opportunities for brands to tap into both the moment and the mood.
New shows spark conversation, but it’s not the only thing students are streaming. While buzzy new series and movies keep them looped into what’s trending, most students actually spend more of their time with concluded series—those comfort shows they return to again and again. However, 55 percent of students guess that their peers primarily watch current TV series, suggesting a gap between students' perceptions of their own viewing preferences vs. those of their peers. These dual habits—exploring what's trending while sticking with familiar favorites—create dynamic opportunities for brands to tap into both the moment and the mood.
INSIGHT: Students Selectively Invest in Ad-Free Streaming
INSIGHT: Students Selectively Invest in Ad-Free Streaming
When it comes to cost, students are strategic. Our research found they’re willing to watch ads in exchange for free or discounted access to content. In fact, they’re at least 50 percent more likely to choose the ad-supported versions of major platforms like Hulu, Peacock, Prime TV, and Paramount+. However, the opposite was true for Netflix, Disney+, and Max. Students are between 200 and 500 percent more likely to choose ad-free subscriptions for these services, suggesting that they're making calculated choices about how they balance entertainment and affordability.
When it comes to cost, students are strategic. Our research found they’re willing to watch ads in exchange for free or discounted access to content. In fact, they’re at least 50 percent more likely to choose the ad-supported versions of major platforms like Hulu, Peacock, Prime TV, and Paramount+. However, the opposite was true for Netflix, Disney+, and Max. Students are between 200 and 500 percent more likely to choose ad-free subscriptions for these services, suggesting that they're making calculated choices about how they balance entertainment and affordability.
Students' Most Frequently Watched Genres of Content
Students' Most Frequently Watched Genres of Content
What Students Think Their Peers Are Most Frequently Watching
What Students Think Their Peers Are Most Frequently Watching
More students use the ad-supported versions of Hulu, Peacock, Prime Video, and Paramount+ than the ad-free versions, but ad-free streaming has greater student viewership overall.
More students use the ad-supported versions of Hulu, Peacock, Prime Video, and Paramount+ than the ad-free versions, but ad-free streaming has greater student viewership overall.
College Inc. — Your Partner in Winning Gen Z
College Inc. — Your Partner in Winning Gen Z
Our research and insights tools help brands decode the rapidly changing college audience and make data-informed decisions about their brand. As the first (and only) omnichannel college marketing platform for reaching students at scale, we pair deep behavioral insights with smart ad delivery to make sure your message doesn’t just show up—it sticks. Learn more about our insights into the college audience.
Our research and insights tools help brands decode the rapidly changing college audience and make data-informed decisions about their brand. As the first (and only) omnichannel college marketing platform for reaching students at scale, we pair deep behavioral insights with smart ad delivery to make sure your message doesn’t just show up—it sticks. Learn more about our insights into the college audience.
Ready to move beyond assumptions and start speaking the college audience’s language?
Book a call with a College Inc. strategist today and start shaping campaigns that connect.
Ready to see what our research can uncover for your brand?
Book a call with a College Inc. strategist today or learn more about our insights into the college audience.