IGN and UC Berkeley release data report with Kantar
▼ Summary
– 71% of audiences no longer purchase physical music, and 62% no longer buy full-price games.
– Gen Z and Millennials are much more likely to buy games at full price (42% and 38%) than Gen X (20%).
– Gen X favors single-player games, Gen Z prefers multiplayer, and Millennials are evenly split.
– Gen X is 38% less likely to use AI for discovery and 44% less likely to trust AI summaries over human ones.
– The report, developed with Kantar and UC Berkeley, analyzes consumption habits of highly-committed content consumers in the US, UK, and Australia.
A new study released by IGN Entertainment in partnership with Kantar and UC Berkeley offers a revealing look at how different generations consume entertainment, with significant implications for the gaming industry. Based on surveys of thousands of highly engaged content consumers in the US, UK, and Australia, the data highlights sharp divergences in behavior among Gen X, Millennials, and Gen Z.
Key gaming-specific findings include a major shift away from physical purchases. A full 71% of audiences no longer buy physical music, and 62% no longer purchase full-price games. When it comes to discovering new titles, Gen X still leans on Google search, while 85% of Millennials prefer YouTube and Gen Z turns to social media. Pricing habits also vary dramatically. Millennials (38%) and Gen Z (42%) are far more likely to buy games at full price, compared to just 20% of Gen X.
Genre preferences show a clear generational split. Gen X favors single-player experiences, while Gen Z overwhelmingly prefers multiplayer titles, with Millennials almost evenly divided. Motivations for returning to a game also differ: older generations are driven by completion and mastery, while Gen Z is more interested in new customization options or community content. Guide consumption follows similar lines, with Gen X watching more tips videos, Millennials using map tools, and Gen Z seeking build guides.
Attitudes toward artificial intelligence reveal a stark generational gap. Gen X is highly skeptical of AI, being 38% less likely to use it for discovery and 44% less likely to trust AI summaries over human ones. They place greater trust in established brand recognition.
The report originated from internal data collection that began around 2010. According to Tate Fiebing, Senior Director of Business Intelligence at IGNE, it was “historically very focused on gaming” and used only for client presentations. This marks the first public release. The Generations in Play report was driven by a desire to understand broader entertainment consumption patterns, leading IGNE to partner with Kantar and UC Berkeley. Karl Stewart, SVP of IGNE Global Marketing, explained on the Brands in Play podcast that the study targeted “highly qualified entertainment cinephiles, gamers consuming a lot of stuff weekly” rather than casual consumers.
Stewart illustrated the generational contrast with a gaming example: Gen X approaches games from a “midnight opening, full price, console base” perspective, wanting to extract maximum value. In contrast, Gen Z lives in a “world of platforms” where games don’t end and “social and community becomes a massive part of their DNA.” They seek to be the most informed members of their community.
The data will inform IGNE’s Imagine AI targeting tool, and further analysis is planned for later this year. A summary of the report is available at generationsinplay.com, where the full version can also be downloaded.
(Source: GamesIndustry.biz)
