TesTee Inc. Conducts Survey on Gen Z Trends and Movie Watching for Summer 2026

TesTee Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Shunsuke Hattori), which operates research, promotion, and marketing businesses, conducted a joint survey with Cinebridge Inc. (Headquarters: Minato-ku, Tokyo; CEO: Tomoki Tani) targeting 1,200 male and female students aged 12 to 22 (400 middle school, 400 high school, and 400 university students) regarding "Gen Z Trends & Movie Watching."

Summer 2026 Survey on Gen Z Trends & Movie Watching URL: https://lab.testee.co/2026summer_trend_cinema/

Regarding Gen Z Trends

When 1,200 male and female students were asked about their hobbies, 97.2% of males and 98.7% of females responded that they "have a hobby," indicating extremely high figures for both genders. As for hobby genres, "gaming" took first place for males at 58.5%, while "Oshi-katsu/Ota-katsu" (supporting idols or geek activities) took first place for females at 51.8%. Entertainment content such as "anime," "music," "manga," and "SNS" heavily populated the top 5 rankings.

When asked about the amount of money spent on hobbies per month, the most common response for males was "1,000 to under 3,000 JPY," and for females, it was "3,000 to under 5,000 JPY." This was followed by "3,000 to under 5,000 JPY" for males and "1,000 to under 3,000 JPY" for females. The results showed that approximately 40% of males and 50% of females enjoy their hobbies on a budget of "1,000 to under 5,000 JPY."

When asked about the artists they are currently obsessed with, the most common answer was "Mrs. GREEN APPLE" (8.5%), followed by "back number" (5.2%) and "Kenshi Yonezu" (4.5%). "Mrs. GREEN APPLE" secured the top spot with a 3.3% gap from the runner-up. This suggests that the high frequency of their songs being used on SNS, along with their positive lyrics acting as a "spokesperson for their generation," resonate deeply with Gen Z.

For currently popular actors and talents, names like "Ren Meguro" (4.0%), "Mei Hata" (2.4%), and "Ryusei Yokohama / Ryoma Takeuchi / Hayato Sano" (1.8%) were mentioned. Furthermore, regarding YouTubers, VTubers, and streamers who are likely to become or whom they want to become popular, "HIKAKIN" (5.7%) received the most votes, followed by "Nijisanji" (2.9%) and "Colorful Peach" (2.7%).

Additionally, when asked what works they would like to see adapted into a movie, "Frieren: Beyond Journey's End" (4.0%) was the most popular, followed by "Jujutsu Kaisen" (2.5%) and "My Hero Academia" (2.0%).

- Frequently Watched Content ▼ Frequently Watched Content Genres <Males> 1st: Action 48.5% 2nd: Fantasy 32.2% 3rd: Youth/Friendship 28.2%

<Females> 1st: Youth/Friendship 47.7% 2nd: Fantasy 34.2% 3rd: Drama 32.5%

When asked about the genres of content (movies, anime, etc.) they usually watch, "Action" ranked first for males at 48.5%, and "Youth/Friendship" ranked first for females at 47.7%. Although "Youth/Friendship" is popular among both genders, there is a 19.5-point gap, showing overwhelming popularity among females. The genre with the largest point difference was "Action" with a 23.8-point gap, indicating strong support from males.

Also, when asked in a free-response format about the "manga, anime, and dramas" they are currently obsessed with, "Detective Conan" ranked first for both genders. Besides "Detective Conan," works like "Jujutsu Kaisen," "Demon Slayer: Kimetsu no Yaiba," and "My Hero Academia" ranked in the top 5 for both, demonstrating the high popularity of anime works that have been animated or adapted into movies.

Regarding Gen Z Movie Watching

When asked about movies releasing from early summer to the summer vacation season of 2026 that they know about, the top choice for males was "Toy Story 5" at 53.3%, and for females, it was "Moana" at 65.5%. "Toy Story 5" ranked second for females, and "Moana" ranked second for males, showing the high brand recognition of Disney works.

Moreover, when asked about the elements they prioritize in movies they want to watch in theaters, the top response for both genders was "favorite original works/series," with about 60% prioritizing it (59.3% for males, 63.7% for females). Because many highly-ranked works are those where expectations are built up from the start by "fans of the original/series" following previous hits, or works that draw "fans of the drama version" into theaters, it is evident that the strength of the "original fan base" is highly influential.

Other details available on "TesTee Lab" - Obsessed manga, anime, dramas, artists, actors/talents, and works they "want to be made into movies" - Elements prioritized for theater viewing / Content and services paid for at theaters / Trends and styles of watched movies - Upcoming and currently screening movies they are interested in Further details from the "Summer 2026 Survey on Gen Z Trends & Movie Watching" are published online. The free-answer list for this survey can be downloaded for free from the survey published on "TesTee Lab."

▼ Survey Overview Research Agency: Independent survey (TesTee Inc.) Survey Method: Internet survey via proprietary questionnaire media app "Powl" Target Region: Japan Survey Period: May 1, 2026 (Friday) - May 25, 2026 (Monday) Survey Target: 1,200 males and females aged 12-22 (400 middle school, 400 high school, 400 university students)

▼ Owned Media "TesTee Lab" Conducts a wide range of independent research, including youth-focused surveys and app surveys. The results are introduced on their owned media along with free downloadable white papers.

About Cinebridge Inc. An advertising company specializing in the movie industry. Their main business focuses on in-theater solutions such as cinema advertising and lobby events.