1、INTRODUCTIONIn an era where entertainment spans every screen and scroll,genuine engagement where people pause,reflect,and connect is rare.But when Gen Z and Millennial audiences really want to settle in,focus,and immerse themselves in an experience,they overwhelmingly pick streaming.In the United St

2、ates,people spend around 6 hours per day with media and entertainment,and the largest share of that time is watching TV shows and movies on streaming services.1 With over 2.2 billion subscribers globally,streaming has become the modern default not just for entertainment,but for engagement.2With memb

3、ers in over 190 countries,Netflix reaches among the largest audiences in streaming.But the real story isnt size its attention.U.S.members on our ads plan pay more attention from the very start of a viewing session,compared to other services and they stay focused,even 3 hours into watching.3Still Wat

4、ching is a new global report from Netflix Ads on why and how Gen Z and Millennial audiences stream today and what it all means for advertisers.Based on independent research and Netflixs own viewing data,this report illuminates streaming audiences evolving attitudes and behaviors,and shares actionabl

5、e insights for brands and agencies.In the 2025 edition,we explore how streaming transforms discovery into emotional connection turning titles into shared cultural touchstones and streaming services into places of deep personal resonance.For advertisers,this creates opportunities to meet viewers in m

6、oments where theyre most engaged.In fact,our research found that 61%of Gen Zs and Millennials say that ads on streaming services stand out more than the same ads they see elsewhere.4When streaming audiences hit“play,”theyre all in and thats the cue for brands to become part of the story.Stranger Thi