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An analysis on the streaming industry: What's changed?

April 2021

Whether it’s binging a new TV show, listening to online radio for hours on end, or re-watching your favorite movies, there’s no doubt streaming has changed the way consumers digest content. In fact, we saw 12% year over year growth in total minutes streamed from 2019 to 2020. Microsoft Advertising Insights set out to explore the changes in consumer behavior associated with this surge.

While streaming may have initially sparked interest among younger generations, it was users aged 35-54 that watched or listened to the most streamed content in 2020. ​Surprisingly, those aged 18-34 decreased their amount of media consumption in 2020. ​This is a great insight for you to take advantage of, as Microsoft Advertising is excellent at reaching older demographics.

The streaming market is dominated by two brands. Interestingly, one brand showed significant year over year growth while another is losing share to other advertisers. From our analysis, we found that two of the most important factors for users when comparing streaming services include cost savings and new content releases.

If you’re a streaming or OTT (over-the-top) brand, we recommend you download our insights to gain advice on the best audiences to go after, product recommendations, and how to stand out in this competitive industry.

 Download the insights