Gen Z's Common Language is Video Streaming!? Z-SOZOKEN (Gen Z Creativity Research Institute) Reveals Different Support Reasons for Top-Ranked 'Netflix' (40%) and Second-Place 'Amazon Prime Video' (31%) in 6th Insight Summary.

Fiom LLC (Headquarters: Shibuya-ku, Tokyo, Representative: Yohei Takeshita), a creative company specializing in Gen Z, operates 'Z-SOZOKEN (Gen Z Creativity Research Institute),' a think tank where Gen Z individuals analyze their own realities and values. Z-SOZOKEN has independently released its sixth insight summary, deeply examining trends in the video streaming industry from its latest research report, 'Gen Z's Brand Image Skyrocketed Ranking,' which surveyed 300 Gen Z individuals (ages 18-24) nationwide across 19 categories including food, cosmetics, apparel, and entertainment.

In recent years, with declining TV viewership and video consumption becoming a daily norm on smartphones and tablets, marketing professionals in the video streaming and entertainment industries are constantly grappling with how to capture Gen Z's disposable time and encourage subscription renewals amidst countless platforms.

However, superficial promotions focusing solely on the 'vast number of titles' or temporary free campaigns often fail to resonate with Gen Z, who are inundated with information and content and place extreme importance on 'time performance' (タイパ - taipa) and 'cost performance' (コスパ - kosupa). This can lead to a lack of long-term brand loyalty and continued usage.

Against this backdrop, 'Z-SOZOKEN (Gen Z Creativity Research Institute),' a research institution specializing in Gen Z, has highlighted the 'video streaming industry,' which forms the foundation of Gen Z's entertainment consumption, from its comprehensive ranking across 19 categories.

The era of watching videos as a substitute for TV has evolved. Today's Gen Z clearly seeks two distinct values from video streaming platforms: 'unparalleled quality exclusive to the platform' (a unique experience) and 'ultimate cost-effectiveness integrated into their daily lives.' This summary analyzes and presents these realities and their underlying psychology from a novel and unique perspective.

Decoding Unique Insights into Gen Z's Video Streaming Brand Perception

The video streaming industry segment of this survey revealed that Gen Z finds entirely different values in each brand, seeing them as either an 'investment in high-quality entertainment' or a 'dependency within their daily economic sphere.'

・'Netflix,' the Champion of Original Content Supremacy, Takes a Solid 1st Place (Improved Image: 40%)

Netflix was the brand with the most improved image. It has solidified its position not just as a video aggregation site, but as an 'overwhelming content production studio,' continuously creating buzzworthy Korean dramas and original films that go viral on social media.

・'Amazon Prime Video,' with Unbeatable Cost-Performance and Lifestyle Integration, Follows in 2nd Place (Improved Image: 31%)

Amazon Prime Video ranked second. While often perceived as a 'free shipping' perk for everyday online shopping, it boasts a rich lineup of anime and movies, deeply embedding itself into Gen Z's lives as the ultimate cost-effective entertainment.

・'Disney Plus,' Featuring Exclusive Anime and Strong Brand Power, Ranks 3rd (Improved Image: 14%)

Disney Plus came in third. Beyond Disney's own works, it captures the viewing needs of specific fan communities ('界隈' - kaiwai) by exclusively streaming popular Japanese anime and Marvel content, garnering support.

【Research Report Commentary】Detailed Ranking and Deep Analysis of the 'Video Streaming Industry Segment'

Based on the data in the main report, this section offers a deeper analysis of Gen Z's real values regarding video streaming brands and marketing hints that companies can glean from them.

1st Place: 'Netflix' (Improved Image: 40% / Most Skyrocketed: 19%)

As exemplified by the comment, "The quality of Netflix's original Korean dramas and movies is so high, I could watch them forever" (20 years old / University Student / Osaka), the biggest reason for Netflix's top ranking is its elevation of video streaming from 'killing time' to 'high-quality entertainment worth paying for and investing time in.' For Gen Z, Netflix's exclusive content is not just video; it's a 'necessary common language (passport)' for discussions at school, work, or on social media the next day. Its consistent delivery of unparalleled quality and trending topics, unavailable elsewhere, earns it the 'value of investing long hours' from time-performance-conscious Gen Z, leading to absolute brand trust.

2nd Place: 'Amazon Prime Video' (Improved Image: 31% / Most Skyrocketed: 9%)

As stated in the comment, "I joined Amazon Prime for the free shipping perk, but the anime and movie selection is so extensive, it's the best cost-performance" (22 years old / Working Professional / Chiba), Amazon Prime Video serves as the primary recipient of Gen Z's 'ultimate time and cost-performance orientation.' Its strength lies in its powerful integration with daily life infrastructure, offering the convenience of online shopping (free shipping, expedited delivery) rather than solely charging for video content. The 'sense of value and satisfaction' derived from high-quality entertainment being bundled within an economic sphere that Gen Z considers 'standard to have' acts as the strongest defense against cancellations and maintains long-term favorability.

3rd Place: 'Disney Plus' (Improved Image: 14% / Most Skyrocketed: 3%)

As the comment, "It's useful not only for Disney works but also for exclusive anime and Marvel content" (19 years old / University Student / Tokyo) indicates, Disney Plus has evolved from a mere family-oriented service into a 'platform for exclusive experiences that generate intense fandom.' For Gen Z, the fact that the latest episodes of their favorite anime or specific foreign dramas are 'only available here' is the decisive reason for subscribing to multiple services. Instead of offering a wide but shallow selection, focusing on exclusive content that deeply resonates with specific fan communities ('界隈' - kaiwai) functions as a clear brand differentiator.

Survey Overview

Survey Name: Gen Z's Brand Image Skyrocketed Ranking

Target Audience: Gen Z nationwide (18-24 years old)

Survey Period: September 2025

Survey Method: Online questionnaire survey

Valid Responses: n=300

Survey Analysis: Z-SOZOKEN (Gen Z Creativity Research Institute) (Operated by: Fiom LLC)

Usage Conditions

Please clearly state 'Fiom LLC' as the source of information.

Download the Complete Research Report (51 Pages) for Free

The content introduced here is an excerpt from 19 categories and represents only a portion of the research report.

The full report includes the complete 'Image Skyrocketed Ranking' for 19 industries, including the video streaming segment introduced in this release, as well as SNS, apparel, cosmetics, food, retail stores, cafes, travel, e-commerce, education, games, music/theater, finance, and sustainability.

Furthermore, it provides a multifaceted analysis of specific brands whose image has 'declined,' along with their fatal flaws, incorporating the unfiltered opinions of Gen Z.

This report is packed with real Gen Z insights that can be immediately applied to your brand strategy and communication initiatives starting tomorrow.

If you are interested, please download and utilize the report from the link below.

Comment from the Director of Z-SOZOKEN

◆ Yohei Takeshita

Director, Z-SOZOKEN (Gen Z Creativity Research Institute)

CEO, Fiom LLC

Born in 2005. Established Fiom LLC in October 2021. With a mission to maximize the creativity of Gen Z creators, the company engages in communication production and research & planning services for Gen Z, by Gen Z. Has supported a wide range of organizations, from listed companies and large corporations to SMEs, ventures, startups, and government bodies. Leverages Gen Z's creativity to provide one-stop support from upstream design to production and operation of advertising communications targeting Gen Z.

For Gen Z, video streaming services are no longer 'alternatives to TV' or 'mere time-killers.' They have completely bifurcated and evolved into 'high-quality original experiences for social media discussions' and 'ultimate cost-performance as a lifestyle infrastructure.'

The breakthrough success of Netflix and Amazon Prime Video, highlighted in this sixth insight summary, proves that Gen Z's approach to entertainment has shifted from a phase of 'just wanting to watch many videos' to a phase of 'whether there are exclusive contents worth paying for and investing long hours in,' or 'how much value they get bundled with their daily shopping activities.'

To increase engagement with Gen Z, companies must go beyond simply promoting the number of titles.

Companies that can deeply align with the 'context of their entertainment consumption,' such as offering 'overwhelming quality that becomes their common language on social media' like Netflix, or presenting 'overwhelming convenience linked to daily consumption behavior' like Amazon Prime Video, are the ones that can 'skyrocket' their brand image.

'Gen Z Research Menu' for Discovering Real Insights by Gen Z Individuals

Z-SOZOKEN offers a 'Gen Z Research Menu' where Gen Z researchers directly handle projects tailored to corporate challenges, going beyond independent research like the one introduced here.

Instead of an external observation-style research based on adult perspectives, we achieve 'synchronization of passion' as individuals living in the same era as the target audience, uncovering deep psychology and context invisible in superficial surveys. We define the 'necessity' for your brand to be chosen by Gen Z.

【Offered Plans (Partial Excerpt)】

・Z-SOZOKEN Market Research Plan (Standard Menu)

Conducts original research reports that unravel the reality, from hypothesis formulation to quantitative surveys and qualitative interviews, and delivers them.

・Z-SOZOKEN Insight Research Plan (Standard Menu)

Includes market research, in-depth research, and integrated PR support (press release distribution) to make insights widely known, providing end-to-end support.

・Customized Research by Objective (Single Menu)

Proposes optimal approaches tailored to objectives, such as in-depth interviews, group interviews, nationwide quantitative surveys, and evaluation/improvement of existing creative content from a Gen Z perspective.

Specific pricing, schedules, and deliverables for each plan are exclusively available within the service brochure. Companies facing challenges in Gen Z marketing research or customer understanding are encouraged to download the brochure from the link below for details.

To Those Struggling with Appealing to Gen Z

"I don't know how to promote entertainment/video streaming services that resonate with Gen Z."

"Even if we run campaigns, they don't lead to continuous subscription renewals."

To the representatives who feel this way after seeing the results of this survey.

Our company is a creative company specializing in Gen Z, composed entirely of Gen Z members.

We provide integrated, one-stop support from marketing research and strategy design to planning, production, and operation, leveraging Gen Z's unique sensibilities and peer perspectives.

Please feel free to contact us if you are having trouble with planning, production, marketing, or branding for Gen Z and young demographics.

https://fiom-llc.studio.site/contact

About 'Z-SOZOKEN (Gen Z Creativity Research Institute)'

Creating the Future with Gen Z's Creativity. A Next-Generation Think Tank Specializing in Gen Z.

"Z-SOZOKEN" is a next-generation think tank specializing in Gen Z, operated by Fiom LLC, a creative company for Gen Z. It uncovers and explores new insights through analysis from the perspective of Gen Z peers.

Gen Z individuals grasp and analyze the realities and values of Gen Z from various viewpoints. We explore the unknown culture of Gen Z, at the forefront of the times, and seek new values that will lead the era.

We provide practical marketing information that can be utilized for communication and promotion design that resonates with Gen Z, centered on empathy originating from real Gen Z.

Official Website: https://z-sozoken.studio.site

About Fiom LLC

A Creative Company Specializing in Gen Z, by Gen Z

A creative company specializing in Gen Z, with all members being Gen Z individuals.

We implement approaches from a Gen Z perspective, based on Gen Z's creativity.

We provide execution support from upstream design to production and operation of advertising communications targeting Gen Z.

A creative company that leverages the sensibilities of Gen Z, at the forefront of the times.

Company Name: Fiom LLC
Address: 6-23-4 Jingumae, Shibuya-ku, Tokyo, Kuwano Bldg. 2F
Established: October 15, 2021
Representative: Yohei Takeshita
HP: https://fiom-llc.studio.site

Inquiries Regarding This Matter

Email: info@fiomllc.com
Inquiry Form: https://fiom-llc.studio.site/contact