WHAT THE DATA SAY: 52% traveling to friends' houses for streaming get-togethers — up 15% in a year

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

STREAMING IS NOW A FAMILY AFFAIR

A family that streams together stays together – including couples who are dating – according to The Stream  2026 study from The Harris Poll and Tubi. 

• 75% of Americans say streaming together as a household represents quality time.
• 52% now travel to friends’ houses specifically for dedicated viewing sessions – up 15% from last year.
• 55% stream for one to three hours at a time.
• 61% say they’re more likely to date someone who’s a fan of the same streamed movies and TV shows – and a third would end a relationship if their preferences are different.
• 67% won’t share their streaming login unless things are serious.
• 71% would rather watch content on demand over scheduled programming.
• Top genres are comedy (70%), action (68%) and crime (66%).
• 84% say watching ads is a fair trade off for free content.

BUDGET TRAVEL? NOT THIS SUMMER

Nealy half of Americans would rather stay home this summer than book budget travel, according to our Harris Poll Research with Nerd Wallet.

• 45% plan to take a summer vacation – at an average cost of $3,940.
• Yet 42% would stay home versus book budget travel this summer.
• Travelers are finding clever ways to save money: 35% will drive versus fly, 33% will prioritize a hotel’s price over amenities, and 32% will use credit card points and air miles.
• At the same time, 48% say travel points and miles programs have become too complicated.
• See also: Demand for Easter staycations soars due to Iran war

LEADERS NOT LEADING

Only a third of employees today rate their leaders as exceptional, and many employees don’t feel valued in the workplace, according to our Harris Poll research with The Grossman Group.

• 30% of U.S. employees rate their senior leaders as exception, 54% good, and 16% say their leaders are “outdated.”
• Employees working for exceptional leaders are more likely to feel valued (+10 points), feel they are reaching their full potential (+8 points) and feel heard (+7 points).
• Exceptional leaders lead with gratitude, listen and empathize, foster an inclusive culture as well as communicate with context.

SPIRITUALITY + ENTERTAINMENT

Viewers want more accurate portrayals of faith in entertainment, according to our HarrisX research with the Faith and Media Initiative. 

• 73% of people globally identify as religious, spiritual or a person of faith (77% in the U.S.).
• 54% of Americans watch TV or movies daily.
• 69% say entertainment perpetuates religious stereotypes.
• 80% say it’s important the entertainment industry improve their portrayals of faith (2 points higher in the U.S.).
• 68% want more diverse perspectives about various faiths.
• 59% say entertainment taught them something they didn’t know about other religions.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

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