: This paper utilizes Michael Porter’s industry life cycle theory to assess whether streaming has moved past its growth phase. While early findings from 2018/2019 suggested it was still growing, more recent perspectives in the Streaming Television Industry Analysis highlight a transition toward maturity.
: This global study identifies clear "signs of saturation" in mature markets. It highlights that over one-third of streamers feel their budgets are stretched, leading to "active portfolio management" where users rotate between services rather than maintaining numerous simultaneous subscriptions. mature streaming videos
If you are looking for academic research and industry analysis regarding the , several recent papers and reports examine how the industry is shifting from rapid growth to a phase of consolidation and optimization. Industry Life Cycle & Market Maturation : This paper utilizes Michael Porter’s industry life