Streamers Should Emphasize Work, Family & Caregiving Storytelling to Increase Growth

According to a recent study from New America and MarketCast, streaming platforms looking to attract and retain subscribers have a clear opportunity: Focus on authentic stories about work, family and caregiving. Currently, viewers don’t see any one platform as leading in this space — creating a prime chance for differentiation and growth. 

• 65% of survey respondents say they are “likely” or “very likely” to subscribe or keep subscribing to a streaming service that carries programming with authentic stories about work, family and caregiving.
• That share jumps to 79% among parents, and 75% for men under 35. 
• 87% of surveyed viewers say a show or film with relatable work or family storylines prompted them to recommend the show to others, impacted how they viewed other people’s lives or helped them feel seen or understood in their own lives.
• About one-third say a show or film helped them understand what others are going through and made them more understanding of others.

The study makes a compelling business case: Content that highlights authentic, everyday life isn’t just emotionally resonant, it’s commercially smart. Shows like The Last of Us, Abbott Elementary and Severance demonstrate how incorporating these themes can lead to critical and popular success, while also fueling viewer recommendations and word-of-mouth buzz.

“Work, family and caregiving are meaningful, universal themes that shape how people connect, consume and understand the world,” said Ben Carlson, EVP at MarketCast. “That’s a powerful signal for studios and streamers looking to drive deeper engagement, grow audiences and build lasting cultural relevance.”