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In Warning Sign for Hollywood, Younger Consumers Are Choosing Creator Content Over Premium TV and Movies

A new Deloitte study shows that Gen Zers are choosing social and creator-driven content over big-budget entertainment, as consumers overall feel a price pinch over streaming.

Hollywood will have to navigate a world in which consumers are increasingly choosing to spend more of their time with creator-driven entertainment and social platforms rather than premium content. The survey found that younger consumers simply trust creators more, and feel a more personal connection to them, which in turn bolsters advertising engagement. “As AI becomes more and more prevalent in all our phases of work and play, the fact that social platforms are leveraging it in a way that allows them to personalize the experience differently, I think is actually important, and it’s going to be a challenge for traditional and streaming media to replicate that,” Widener says.

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