SHARE OF WOMEN REPORTING THAT THEY ENGAGE WITH MOVIES & TV SHOWS ON A REGULAR BASIS
INCREASE IN PERCENTAGE POINTS WITH BOOMERS COMPARED TO THE PREVIOUS YEAR
INCREASE IN PERCENTAGE POINTS WITHIN EMEA COMPARED TO PREVIOUS YEAR
70%
WHAT THIS MEANS
Engagement is increasing among both men and women, reinforcing the broad appeal of movies and TV as shared cultural experiences. For brands, entertainment offers a powerful environment to reach diverse audiences at scale without sacrificing relevance.
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WHAT THIS MEANS
The strongest growth is coming from Gen Z and Boomers, highlighting entertainment's ability to connect with audiences at different life stages. Brands have an opportunity to create integrations and partnerships that resonate across generations rather than targeting a single age group.
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WHAT THIS MEANS
From a regional standpoint, engagement has risen in EMEA and declined in North America. However, last year’s study only featured respondents in the U.S., so this decline might be due to Canada’s inclusion in the 2026 results.
