Streaming Takes Centre Stage: What Netflix’s Still Watching 2025 Report Tells Us
Netflix just confirmed what most of us already know: streaming is the real centre of attention in 2025.
We’ve moved into a space where Gen Z and Millennials aren’t just watching content, they’re part of it. From the Squid Game immersive experience to pop-ups inspired by hit shows, people are finding new ways to live inside the stories they love.
Netflix’s Still Watching 2025 report has some fascinating insights about how people connect with content today:
Gen Zs and Millennials in the UK are six times more likely to head to Netflix when they want to find something new to watch:
- 78% stream to discover something new.
- 72% say they have been completely obsessed with a show in the past year.
- 74% are more likely to buy from brands that align with their favourite fandoms.
It is clear that fandom now shapes culture. Whether that means travelling to filming locations, queueing for limited-edition merchandise or buying from a brand that truly understands them, people want to live the story, not just stream it.
For brands, this is the time to stop interrupting entertainment and start becoming part of it. Streaming platforms like Netflix offer a powerful way for marketers to connect with audiences in more meaningful and emotional ways.
The real opportunity lies in understanding mood, emotion and fandom. That is where lasting cultural and commercial impact happens.