A poll of 2,000 adults found 73% of 18 to 29-year-olds are self-confessed fans of cosy crime dramas which focus on puzzle-solving rather than graphic violence – more than any other generation polled. It emerged two in ten devotees within this age range prefer it to clubbing and late-night partying, while 21% like it more than genres like reality TV and 23% favour it over dating apps.
The study by free streaming service U, which has a range of cosy crime dramas available, found the most appealing trait of such shows among this age group is the puzzle-solving aspect (43%).
The characters (37%), the humour (29%), the stress‑free nature (21%), lack of brutality (20%) and the comforting feeling (22%) are all part of the charm. Collectively, all these ingredients might explain why 59% of Gen Zs consider the sub-genre to be “cool.”
Generational workplace expert Alex Atherton, who has teamed up with the TV channel and streaming service, said: "Cosy crime presents mentally engaging puzzle-solving that also respects Gen Z’s psychological brain space.
“It offers a different pace from the doom scroll and a soothing alternative to the horrors of 24/7 news. It is the entertainment equivalent of board gaming.
"This is all in contrast to the unsolvable systemic problems which affect Gen Z in their lives. These include a dire job market, sky-high cost of living and climate change.”
The study found 32% of those who consume cosy crime have even hosted get-togethers with pals so they can watch their favourite dramas as a group. Over half of those who read cosy crime novels "predominantly" read books within this genre.
Moreover, 46% of those polled from this generation consider modern TV in general to be too stressful or intense, and 61% intentionally seek out gentle or stress-free entertainment. Over half (52%) do this because it is comforting, 48% because the current world is stressful and 34% to unwind.
Alex Atherton added: “Cosy crime offers the reassurance of completion and closure - no big cliff-hanger at the end but instead the sweet spot of intelligent problem-solving.
“It’s sufficiently mentally engaging to keep an audience interested, but it is not so complex that every last second requires full concentration - it is a low-stakes cognitive workout.”
Carried out through OnePoll, the study also identified where in the UK the genre is most popular – and there are more fans in the West Midlands than anywhere else. This was just ahead of London (68%) and Wales (also 68%).
Andrea Amey, chief digital officer for U, makers of The Marlow Murder Club with season three available to watch from Wednesday March 18, said: “Cosy crime is no longer a niche comfort watch.
"It’s become a cultural touchstone for a new generation that’s actively choosing calm, clever storytelling over noise and intensity.”
