Streaming services like Netflix and Amazon Prime offer countless hours of content – but for Generation Z, that’s increasingly becoming a burden. Experts are beginning to understand the reasons behind this shift in viewing habits.
March 2, 2026, 7:44 PMMarch 2, 2026, 7:44 PM
Annika Danielmeier / watson.de
Streaming platforms such as Netflix, Amazon Prime, Disney Plus, Apple TV+ and HBO Max provide a seemingly endless selection of films and series – accessible anytime, anywhere. However, this abundance of streaming options appears to be increasingly overwhelming for Gen Z.
Many young people are experiencing what’s being called “streaming fatigue” – a sense of exhaustion stemming from the sheer volume of available content. Communication scientist Jens Vogelgesang of the University of Hohenheim has offered insight into this phenomenon.
Gen Z: Streaming Frustration Among Young Viewers
According to Vogelgesang, the issue largely stems from pricing and the limited availability of streamed content, as he explained to SWR. Individuals with diverse interests, or those seeking specific films and series, are finding it increasingly difficult to navigate the crowded streaming market.
The business model employed by many streaming services is also contributing to user misunderstandings. He cites the purchase of series or films as an example. “When I buy a film, I’m not actually buying the film, but rather acquiring the right to use it indefinitely.”
However, when the license for the content expires and it’s subsequently removed from the streaming platform, users lose access – despite having previously paid for it. This leads to frustration and, subscription cancellations. The situation highlights the evolving relationship between consumers and digital content ownership.
Gen Z Turns to Books – and Aesthetics
Another industry is seeing opportunity in Gen Z’s shifting media consumption: the book industry. Young people are increasingly returning to physical books. “A beautiful cover on a phone or tablet isn’t the same as, for example, a vinyl cover,” says Vogelgesang.
This also has a different aesthetic quality. Streamed films and series, or books on an e-reader, cannot be displayed on a bookshelf. This also means losing an opportunity to express one’s personality, the communication scientist notes. “What you have when you are well-read or a cinephile” is lost in a digital world.
