As 2024 came to an end, the Parks Associates analyst team took a moment to reflect on another transformative year that highlighted the challenges and adaptability of the streaming market. Streaming platforms embraced innovation, integrating cutting-edge technologies like AI for personalization and edge computing for seamless experiences, while audiences demonstrated an increasing appetite for convenience, quality, and variety. 

Key trends and predictions from Parks Associates for 2025 include the rising prominence of interactive content and television commerce (T-commerce), the ongoing consolidation and bundling of streaming services, and the sustained dominance of sports as a critical revenue source and differentiator.

As mentioned in the November Streaming Tracker update, interactivity was a main theme of Parks Associates’ 7th annual Future of Video conference held in Marina del Rey from November 19-21. Several industry leaders throughout the event mentioned how their company plans to implement more interactivity in video entertainment throughout 2025, as well as how t-commerce – purchases made through the TV or second-screen app, triggered by ads or products in a video stream – is primed to be more influential in the coming year. 

Parks Associates research finds that 79% of US internet households using social video such as YouTube and TikTok interact on the platforms in some way. 

Research by Parks Associates finds that over 10% of sports viewers have already engaged in interactive features while watching live sports. As more platforms offer this capability, use and appreciation of such features is expected to rise throughout 2025.

From the article, "2024 streaming trends and 2025 outlook: Kent" by Jennifer Kent