Tubi released its 2026 cultural insights report, The Stream 2026: When Intention Becomes Attention, highlighting how streaming is reshaping entertainment engagement.
The study, conducted in partnership with The Harris Poll, shows that streaming remains the most engaging entertainment channel, with 90% of viewers reporting the highest engagement when watching TV shows or movies, surpassing live events and social media. Intentional, on-demand viewing is driving deeper attention, as audiences prefer choosing content according to their own interests rather than following scheduled programming.
Fandom has shifted from casual interest to a core part of personal identity, influencing viewing habits and even consumer behavior. Viewers demonstrate loyalty not only to content and platforms that reflect their passions but also to brands that acknowledge their fandoms in advertising. Nostalgia continues to play a major role, with 97% of respondents interested in content older than 10 years, driven by quality storytelling and emotional connection rather than mere novelty.
Original and creator-led content is increasingly preferred. Across demographics, 76% of viewers favor original programming over remakes, and 77% value diversity and representation. Gen Z is particularly focused on originality and inclusivity, with 78% prioritizing new, authentic content from creators. Free, ad-supported streaming is gaining ground, with most viewers seeing ads as a fair trade-off for no-cost access. Platforms like Tubi leverage this trend, offering intentional, on-demand experiences that attract younger, cord-never audiences.
Community engagement around shared viewing preferences is also growing. 65% of respondents feel a sense of community through the shows and movies they watch, and entertainment tastes increasingly influence social relationships and dating choices. At the same time, viewers are price-sensitive, with many considering ending subscriptions due to rising costs or password-sharing restrictions.
Overall, Tubi’s report emphasizes the convergence of intentional streaming, fandom, nostalgia, creator culture, and free access as key drivers of audience engagement. For advertisers and brands, this landscape offers unique opportunities to reach highly attentive and culturally invested viewers.
