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Intentional TV

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Streamers are prioritizing the therapeutic benefits of intentional TV time.

"Watching TV" is the top way people match or change their mood. Content with familiar formats, happy endings, and nostalgic vibes all satisfy viewers' need to disconnect from their busy lives so that they can reconnect with their families, communities, and themselves.

Global Streamers Say:

# 0
The most important part of life is “Downtime: relaxing, TV time, and rejuvenating.”
0 %

They prefer content that helps them unwind or escape from life (vs. 43% who seek out content that makes them think).

0 %

They prefer social streaming (relaxing with others) to solo streaming (44%, relaxing by myself).

"When I stream something it's usually to wind down after a busy day and switch off from the regular life."
Rie, 40 | Japan 🇯🇵
It's good to be able to pick a show that I know is going to make me feel comforted. It helps me release."
Enzy, 20 | United States 🇺🇸
"TV sparks meaningful conversations, debates and shared reflections."
Isle, 30 | Mexico 🇲🇽

Source: Disney Advertising and Culture co-op, Fall 2024