Volume 1

A foundational study to understand the viewers reshaping how we watch TV.

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Generation Stream Volume One is Hulu’s commitment to deeply understanding the power and impact of the streaming movement and the next generation of TV viewers.

Through extensive trend research, informational interviews with “Culturesetters” and industry experts, as well as a nationally representative survey, Generation Stream provides an insightful and fresh look at the current and future state of Streaming TV.

Meet the Culturesetters
Get to know some of the viewers who helped shape Generation Stream.

  • Deb, 25

    Dallas, TX

    Watch Deb's Story

  • Tim, 33

    Seattle, WA

    Watch Tim's Story

  • Jorge, 17

    Albuquerque, NM

    Watch Jorge's Story

  • Jennifer, 41

    San Francisco, CA

    Watch Jennifer's Story

  • Adam, 30

    Los Angeles, CA

    Watch Adam's Story
Learn more about the defining themes of Generation Stream.
Dive In

Inside the Industry

See what these entertainment, tech, and generational insiders have to say about the future of streaming and entertainment.

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For young people, digital content is a way they’re able to explore their own identities through the story.

Larissa May

Founder, #Halfthestory

Read the Q&A

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Customized, personalized advertising is more important than ever before.
Jonathan Miranda

Emerging Strategy Principal, Salesforce

Read the Q&A

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The development of serendipity in recommendations is very important.

Gadi Amit

Founder, New Deal Design
Read the Q&A

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For years, television had to deliver a specific rating. Shows had to appeal broadly or else they wouldn’t survive. Those days are long gone.
Julie DeTragila
Head of Research & Insights, Hulu
Read the Q&A

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I think it’s all down to trust. We’re going to see more opportunity on platforms like Hulu and Spotify where the user trusts us.

Richard Frankel

Global Creative Director, Spotify
Read the Q&A
For young people, digital content is a way they’re able to explore their own identities through the story.

Larissa May

Founder, #Halfthestory

Read the Q&A
Customized, personalized advertising is more important than ever before.
Jonathan Miranda

Emerging Strategy Principal, Salesforce

Read the Q&A
The development of serendipity in recommendations is very important.

Gadi Amit

Founder, New Deal Design
Read the Q&A
For years, television had to deliver a specific rating. Shows had to appeal broadly or else they wouldn’t survive. Those days are long gone.
Julie DeTragila

Head of Research & Insights, Hulu

Read the Q&A
I think it’s all down to trust. We’re going to see more opportunity on platforms like Hulu and Spotify where the user trusts us.

Richard Frankel

Global Creative Director, Spotify
Read the Q&A
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Q&A with
Larissa May

FOUNDER, #HALFTHESTORY

Your work focuses a lot on Gen Zs who, for better or worse, are dubbed “digital natives.” How do you think a generation of digitally native audiences view digital content differently than older generations?

Larissa: I think for young people digital content is a way they’re able to explore their own identities through the story… They want to see themselves and their stories in the content that they’re engaging with.

Tell us a little more about this digital content as Gen Z’s form of self-reflection.

Larissa: Digital content is sort of like a currency. I find that young people want to watch things that their friends are watching so that they can have conversations about it. For example, with Euphoria, young people were just kind of in love with the characters. It was very timely and a bit provocative, and then there was a way that they could see themselves in these stories and connect with their friends about the topics and ideas in the show.

And then also they could almost embody these characters in their own life. I really do think that the TV shows that young people are buying into are actually influencing their culture and their trends and even their language that they’re using.

Q&A with
Jonathan Miranda

EMERGING STRATEGY PRINCIPAL, SALESFORCE
Another expectation among younger generations seems to be personalization. How are you seeing this play out in media?
Jonathan: If you go into the world of advertising and marketing, customized, personalized advertising is more important than ever before. There’s a realization that eight years of funny commercials that we’ve showed everybody probably for the fourth time, doesn’t work anymore. So there’s a lot of companies moving towards specialized advertising.
How does this type of personalization translate to personalizing content beyond advertising? Who’s going to predict what people will want to watch, and do it first?
Jonathan: It’s not about being the first to predict what people want to watch. It’s different. It’s about getting viewers to browse. You want to show them the value of all of the money Hulu has spent and the great range of TV and film for them to choose from.

Q&A with
Gadi Amit

FOUNDER, NEW DEAL DESIGN
Gadi: The development of serendipity in recommendations is very important. An analogy I use is that of a restaurant. If you go to a good restaurant, you don’t always want to see what you’re looking for. You’re looking for surprises. It’s not the expected, it’s the unexpected. You trust in the restaurant’s atmosphere. You don’t know exactly what you’re getting, but you trust their creativity and that you’ll enjoy whatever they serve you.
Do you think it is possible for a streaming service to become that “restaurant” – a trusted source of serendipitous recommendations?
Gadi: I absolutely do. But it is difficult. It’s a long game. It requires them to build trustworthiness with audiences through genuine content recommendations over the years.

Q&A with
Julie DeTragila

HEAD OF RESEARCH & INSIGHTS, HULU
Julie: There are vast differences between the way under 35-year-olds watch TV and over 35-year-olds watch TV. I grew up in a world where there were maybe 10 channels, and my viewing changed as technology and options changed. Younger viewers started from a really different place. Everything has always been on-demand. Anything they ever wanted to see was available to them, and they therefore have different expectations for TV.

How so?

Julie: One of the things we found with Gen Z is that they really want to be immersed in something for a long time. They want to have content that they can live with for a while; it’s like this long, seamless storytelling. They’ll knock off a couple episodes a night and it will last a couple of months. And then they’ll re-watch it a million times over.
What other shifts have you seen happen-with Gen Z but also more broadly-with the rise of streaming?
Julie: For years, television had to deliver a specific rating. Shows had to appeal broadly or else they wouldn’t survive. And those days are long gone because, with streaming services, shows can reach hundreds of thousands of people or tens of thousands of people and still be considered successful. There’s more experimentation with the types of content; we’re not locked into an hour, a half hour, a comedy, etc. The industry can create really niche shows to appeal to niche audiences, but also simultaneously create big, broad experiences that are shared by millions.

Q&A with
Richard Frankel

GLOBAL CREATIVE DIRECTOR, SPOTIFY
What does the future of personalization look like?

Richard: I think it’s all down to trust. We’re going to see more opportunity on platforms like Hulu and Spotify where the user trusts us.

That’s really interesting. Another area we wanted to explore is podcasts, and their relationship to video. For example, the show Homecoming is an adaptation of a podcast; the podcast Office Ladies is a spin-off from a TV show. Why do you think the two formats work so well together?

Richard: Anything at all that drives conversation in pop culture, and TV does a lot of that, is worthy of consideration in a podcast environment. Any of these conversations can become multiple audio streams that evolve with experts, interviews, and all kinds of narrative threads that can flesh out characters, or narrative development, or whatever’s happening in those shows.