Streaming industry trends for 2022 — and where metadata fits in

2021 was one of the biggest years for streaming yet. Media streaming was up 21% since Q3 2021 and hit streaming shows are breaking out of their bubble and into the mainstream. 

As we look forward to 2022, we must recognise how the trends that shaped 2021 will continue to evolve in 2022. In this post, we’re going to look at the future of streaming and how you can help your audience find their next favourite show in the new year. 

People are watching more content (and not just on their TVs)

Firstly, people are streaming more content than ever before. The average consumer spends five hours streaming paid content every week. 

While encouraging, this number shouldn’t be surprising. Streaming services have been steadily surpassing traditional media for several years now, and with the pandemic keeping everyone indoors, the amount of time people have spent on their devices has increased dramatically. 

We’ve also seen several movies that would normally be poised for a theatrical release launched on a streaming platform instead, sometimes without a concurrent theatrical release. 

Data has also indicated that more than half of audiences are streaming content on a mobile device. This is an important statistic because it points to the growing importance of high-fidelity, data-intensive mobile connectivity.

The top-performing content across streaming platforms in 2021

Bo Burnham: Inside (Netflix)

2021 had no shortage of streaming sensations, with one of the most culturally significant being Bo Burnham’s latest special: Inside. In addition to being a fan favourite Inside is currently the 8th highest ranked show on Metacritic, the accompanying album, which featured songs from the special, broke the top 50 positions of several international weekly charts, including the U.S. 

Ted Lasso (Apple TV+)

One of streaming’s steadiest hits, Ted Lasso has found a way to adapt a traditional media format and premise into an immensely popular and enjoyable sitcom. It managed to stick the landing with its second season in 2021, showing that hit streaming shows can become mainstays. 

Only Murders in the Building (Disney+/Hulu)

Disney+ and Hulu’s collaborative new series, Only Murders in the Building, features legendary comedy duo Steve Martin and Martin Short alongside pop-star turned co-star Selena Gomez. The show blends true crime and comedy with an inventive and modern approach. It has a 100% rating on Rotten Tomatoes and according to Hulu, it broke the record for the platform’s most-watched comedy series.

Squid Game (Netflix)

Perhaps the biggest streaming phenomenon of the year, breaking records around the world and becoming a cultural icon, Squid Game is one of the most visceral, adult, and overall left-field successes of streaming in 2021. The biting commentary and high stakes kept audiences and critics alike on the edges of their seats, amassing 1.65 billion viewing hours in its first four weeks alone. That’s more than double the second-most viewed show, Bridgerton. 

7 streaming trends to watch for in 2022

Industry trends

Expect more OTT streaming services to enter the market

As audiences continue to cut the terrestrial cord, we’re expected to see continually increasing numbers for streaming platforms. It’s not a stretch to say that these numbers will soon outpace cable and traditional TV’s numbers, given that the internet is so ubiquitous, services are low-cost and easy to set up, as well as shows are viewable on most mobile devices. 

With this increase in popularity, we expect to see more OTT streaming services enter the market. The playing field, which at one point seemed to be owned entirely by Netflix, is now becoming increasingly niche and packed with original content. 

4K video will become a standard

It wasn’t too long ago that 4K video was reserved for tech geeks and high-end televisions. In 2022, however, this will no longer be the case. 

4K is becoming increasingly available to audiences, with the prices of devices, computers, and TVs that support 4K coming down. Recording in 4K will be more accessible and practical in 2022 too. As these trends continue, we’ll most likely see the demand for 4K content rising. 

Improved audience insights will sharpen marketing

Audience insights have both flourished on streaming platforms and stayed behind locked doors. It’s not always easy to know how a show is performing when its data is the property of the platform hosting the show. 

In 2022, we expect this to start to change. As smart TVs and other devices collect a growing amount of first-party data, you can look forward to more numbers and higher quality insights. 

5G will have a huge impact

We’ve only just started to see the impact 5G will have on internet usage, with it largely still being in its infancy. As it begins to mature in 2022, it’s expected to have a huge impact on the way audiences stream content. 

This is mostly due to the increased viewership on mobile devices. With smartphones getting bigger and folding out into larger screens, viewing shows on the go will become the norm. Additionally, 5G will make 4K streaming over cellular more feasible, which could help push 4K adoption. 

Content trends

Several popular sequels are launching in 2022

When it comes to content, there is no shortage of heavy-hitters coming in 2022. Recent franchise successes like John Wick, Jurassic World, Doctor Strange, and Sonic the Hedgehog are each getting a follow-up in the new year. 

There will be sequels in older franchises as well, such as the Matrix 4 and Legally Blonde 3 . You can prepare for these sequels by enriching the metadata of these films’ predecessors. 

Awards season will direct audiences’ attention

Every media awards season is an opportunity for attention to be directed towards quality films, particularly films that might not have yet received the mainstream acclaim they’re due. 

In 2022, there are several nominations for actors and directors in the “newer” generation of filmmakers. By keeping an eye on these nominations, platforms can make guesses at upcoming movies and series that will land with audiences. 

More audience favourites are on the way

In addition to watching data and awards shows to predict and cater to potential streaming hits, service providers can also look to series sequels in 2022. Many of these are continuations of successful IPs or follow-up seasons to shows that were massive successes in their own right. 

This list includes an upcoming prequel toLord of the Rings, season 2 ofBridgerton, season 5 ofThe Crown,Game of ThronesprequelHouse of the Dragon. 

How can content publishers prepare for the new year?

There are several ways in which content publishers can prepare for streaming trends in 2022, not the least of which is to keep an eye on potential hits before they “hit”. 

For a more concrete approach, publishers can begin or continue to invest in metadata. Metadata is one of the most versatile tools at a publisher’s disposal, drawing connections between popular content, helping viewers find content that will keep them engaged, and raising the profile of underperforming content.

Your metadata should be up-to-date, organised, and easily digestible to your audience. And if you can find ways to allow your viewers to contribute to your metadata by offering services like rating systems, then you can maintain engagement into 2022. 

MetaBroadcast can help you stay ahead of 2022’s streaming trends

You don’t have to prepare your metadata strategy for 2022 alone. MetaBroadcast has a platform packed with data that you can seamlessly integrate with your service. This will allow you to improve your functionality with data on the back-end and provide a better experience by giving metadata to users on the front-end.