Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

The streaming market continues to get more crowded

The bloated number of streaming options scatters viewers across an array of services. That’s consequential for advertisers because fragmented audiences make ad campaign planning and measurement more onerous.

There are more than 200 global streaming services, according to Flixed, yet the number of services continues to grow. Due to mergers and acquisitions, it’s not unusual for a single media conglomerate to operate numerous streaming services. For example, ViacomCBS now has multiple subscription services (Paramount+, Showtime, BET+) and free apps (CBS News and Pluto TV), in addition to services like its sports app that require an authenticated pay TV login to stream television broadcasts.

The expansion of streaming services also matters to users. The number of streaming services that people use has expanded as more streamers have launched, per TiVo, but they still use only a small fraction of the total streaming services available.

If the number of streaming services keeps expanding, many of these new products will receive scant viewership. There are only so many hours in the day, and there aren’t enough viewers to ensure every streamer succeeds.


In 2022, media conglomerates will consolidate some of their streaming assets. Following the path NBCUniversal set when its Peacock service absorbed the WWE Network, companies operating numerous streaming services will combine their audiences to simplify the user experience and placate advertisers.

Elsewhere in the landscape, look for Paramount+ and Showtime to become a single app or for HBO Max and Discovery+ to combine forces following the merger of their parent companies.