The past year has been a period of incredible growth for Digital i, as we have expanded our measurement capabilities and global presence.
From new data offerings to international strategic partnerships, we have continued to demonstrate why no one knows viewers like us.
So, before you switch on your out of office and begin wrapping the last of the presents to go under the tree (or however you may be planning to spend this festive holiday), Digital i invites you to take a look back at some of the key audience insights we have shared over the past 12 months - and get an inkling of what is to come in 2026.
YouTube joins our analysis stable
We launched global YouTube measurement back in February and have been delving into the data ever since to explore both how viewers use the platform and what is drawing these users away from SVOD services (as well as what the SVODs can do to get these audiences back).
The insights we have uncovered so far have given Digital i a leading voice in the conversation around this hot industry topic, and we have shed light on trends ranging from increasing TV viewing of YouTube to growing time spent on long-form content on the platform.
We have also been able to share analysis on more specific topics and trends, such as how the UK watches less local content on YouTube than users in other key markets and joined the discussion around how popular U.S. late night talk shows could find new homes on YouTube in the face of cancellation threats on network TV.
Digital i also took a deep dive into how the U.S. uses YouTube, and reflected on why comedy skit show Saturday Night Live works so well on the platform.
We aim to bring our clients even more granular insights into YouTube consumption in the coming year, so stay tuned for some exciting announcements early in 2026.
Shining a light on streaming strategy
The Digital i research team has been tracking emerging global SVOD audience trends as well as examining how viewing habits have evolved in recent years. Our April Trend Report, Evolving Streamer Strategies (available upon request), revealed how Amazon has come to dominate the SVOD advertising market and how sports has been driving live viewing for Netflix.
Our May paper, Are You Still Watching?, meanwhile tackled the decline in the number of new show launches on the major streamers, as well as insights into how shows based on pre-existing IP outperform original concept series and the metrics of streaming success, suggesting why Fallout was renewed while My Lady Jane was not.
Digital i has also been following how SVODs and their users are riding the nostalgia wave, with a deep dive in particular into how U.S. streaming audiences are increasingly spending more of their viewing time on older content. Billions of viewing hours are going to titles such as Grey's Anatomy and Supernatural and the value of popular licensed content is growing.
We've also shared our knowledge on topics as diverse as Netflix's ad tier growth in Western Europe, why Canada is leading the true crime wave, and how Bluey is dominating kids' viewing on both SVOD and YouTube.
We aim to widen our offering next year, with plans to begin measuring audience data on several additional streaming services, increasing the insights we can share with clients and with the wider industry.
A trusted source around the world
International coverage of our research has grown this year, with more than 200 articles about Digital i appearing in publications in more than 20 countries during 2025.
Digital i is a trusted source of data and analysis for journalists around the world, and this year we have shared a range of exclusive insights and data, with titles such as Deadline, which wrote about the staying power of Harry Potter from our inaugural British streaming exports list, as well as how The Sidemen performed on SVOD vs YouTube.
Broadcast International, meanwhile, has shared our research into Prime Video's growing Korean content consumption and the shows that have driven SVOD sign-ups this year, while The Guardian explored our data on how The Celebrity Traitors got Gen Z to watch live TV in big numbers.
Our stories and data have also been shared in titles such as Bloomberg, Puck News, C21 Media, The Times, Kidscreen, BBC Radio and many more, and we will continue to inform industry conversations in the year ahead.
Global reach
Over the past 12 months, the Digital i team has been invited to share our insights and analysis at a slew of industry-leading events, with our experts taking the stage at everywhere from MIPCOM Cannes and ASI Copenhagen to closer to home at The Children’s Media Conference in Sheffield, among others.
We have shared exclusive data at these events, ranging from how users pick YouTube as the first service to visit when deciding what to watch, to the similarities and differences in kids' viewing across platforms and why SVODs draw viewing away from YouTube at the weekends.
Our speaking calendar for 2026 is already filling up and you will next find us at the Media Insights and Engagement Conference in Miami next month, discussing why audiences are moving to YouTube - and how to get them back.
We hope to see you there!
