IGN Entertainment releases internal data as public report, developed by Kantar and UC Berkeley
IGN Entertainment has released “Generations in Play,” a comprehensive market research report developed in partnership with Kantar and UC Berkeley. The report analyzes entertainment consumption patterns across three generations of consumers in the United States, United Kingdom, and Australia, based on detailed polling of thousands of highly-committed content consumers.
The research reveals significant divergences in consumption habits across age groups. Gaming-specific findings indicate that Generation X demonstrates completionist gaming tendencies and relies heavily on Google as a resource, while Generation Z shows stronger engagement with social media platforms and digital communities for entertainment. The broader entertainment analysis also highlights industry-wide trends, such as 71% of surveyed audiences no longer purchasing physical music, reflecting the ongoing shift toward digital streaming services.
This release represents IGN Entertainment’s effort to provide the gaming and entertainment industries with data-driven insights into generational consumption patterns, which can inform strategic and content decisions across the sector.