Shared streaming trends drive resurgence of co-viewing

A shift toward intentional, shared digital experiences is emerging among younger generations, particularly Millennials and Gen Z. While personalized algorithms and individual mobile devices previously led to more solitary viewing habits, there is a growing trend toward co-viewing on connected TVs.

Research from MNTN indicates that Gen Z has one of the highest co-viewing rates, followed by Millennials. This resurgence of shared viewing mirrors the renewed popularity of analog hobbies like vinyl records and board games. In the Philippines, where entertainment has traditionally been a collective cultural experience, shared streaming offers a way for families to reconnect through major series, such as House of the Dragon on HBO Max.