What and chill? The content-streaming consumer journey.

2020 required a lot of behavioral changes on many fronts. Some changes were required while other changes were adaptive, like how consumers are streaming content now more than ever. There are also more compelling choices now for streaming services, and exclusive content on each of these competing services. How consumers search for content and where to watch it Finding content to watch and where to watch it is challenging for some. With varying user experiences for searching for content in each platform, it can be a task for consumers to find what they want to watch right now. They are turning to text search to find content and learn where that content can be viewed; consumers on Bing are searching using queries related to content and streaming services in the same search path. We examined search paths for streaming services and found a strong symbiotic connection between queries related to content and queries related to streaming services. 15% of the queries overall were related to content, while 1 in 3 queries were related to content specifically on mobile devices. Personal computer (PC) and mobile search behaviors are different; however, users are looking for the movie or show and ending up with their last click in their path on a streaming services query in both environments. When users start their search paths with a query related to content, 70% of the paths ended with a click to a streaming service. Technology advancement and increased supply of services are providing a unique opportunity The opportunity continues to grow thanks to increased demand and increased competition to Netflix and Amazon Prime Video. Disney+, Peacock, Apple TV+, and others made their debut in the last year, but rather than taking subscribers away from other services, it seems like there was growth for all services mentioned above in 2020. The convergence of 5G technologies along with artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) will open new opportunities and continue to drive demand for data and streaming entertainment. Investment in searches related to content is integral to many strategies as consumers universally search for both: Content searches lead to streaming searches and streaming searches are broadly connected to other queries for streaming services. We have analyzed the connections of queries in paths and discovered communities of queries that show cross-shopping intent for streaming services, and behaviors of content discovery. Change is not coming; it’s here now. Media conglomerates are planning their streaming movie releases and theatrical releases alongside each other. We are now seeing large blockbuster movies being released in theaters and available for streaming on the same day. An entertainment boon is on the horizon and advertisers can take advantage of the volume and insights into audiences on our network through their Microsoft search campaigns and Microsoft Audience Network native campaigns. If you love insights, we have a lot more coming in 2021. Sign up for the biweekly Microsoft Advertising Insider newsletter to get the release of our upcoming 2021 consumer insights report in two weeks and keep up to speed with other vertical and seasonal analyses, tips and tricks, thought leadership, and product updates.
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Stadia Savepoint: December updates

It’s time for another update to our Stadia Savepoint series, recapping the new games, features, and changes for Stadia in December. Last month, the Stadia live hangout was hosted by YouTube creators Austin Creed and Katie Wilson and revealed new games and features for players to explore. That included the launches of Outcasters and Submerged: Hidden Depths from Stadia Games & Entertainment within Stadia Pro, as well as the publisher’s new partnership with Thunderful Games. The showcase of Crowd Play beta within Super Bomberman R Online and Dead by Daylight demonstrated how live stream viewers can play alongside creators through YouTube. With the launch of Immortals Fenyx Rising, as well as Super Bomberman R Online becoming free for all players on Stadia, it was a December to remember. Cyberpunk 2077 is now available for purchase on the Stadia store. Let’s not forget Cyberpunk 2077, the long-awaited action role-playing game that launched December 10. With Stadia, players jumped instantly into Night City, without having to wait for patches or downloads. Plus, our Cyberpunk 2077 promotion helped bring the adventure to more TVs with a free Stadia Premiere Edition. December also brought the Ubisoft+ beta to US players, allowing players to link their Ubisoft+ accounts and play their favorite Ubisoft games on Stadia—no Stadia Pro required. Support for more regions is coming next year! Crowd Play beta With Crowd Play beta, YouTube live stream viewers have the chance to jump into the Stadia game they’re watching and play alongside the Creator. Stream directly to YouTube Live stream your gameplay and voice within game chat directly through Stadia to your YouTube channel. Learn how to get started. Play Stadia on iOS Play Stadia games on your iPhone or iPad within our public iOS test by signing in to Stadia.com on your Safari iOS browser and adding the Stadia web shortcut to your home screen (more details). Stadia available now in eight new European countries Now, more players in Austria, Czechia, Hungary, Poland, Portugal, Romania, Slovakia, and Switzerland can play games on Stadia just by signing up on Stadia.com. New homepage on web The refreshed look of the Stadia Home page makes games easier to find, purchase or claim, or play. Stadia Pro updates * Claim five new games for free with Stadia Pro in January: F1 2020, Hotline Miami, Figment, El Hijo - A Wild West Tale, and Ary and the Secret of Seasons. * Thirty games are still available to play instantly within your Stadia Pro library: PLAYERUNKNOWN’S BATTLEGROUNDS, SteamWorld Quest: Hand of Gilgamech, SteamWorld Dig, SteamWorld Dig 2, SteamWorld Heist, Panzer Dragoon Remake, Crayta, Orcs Must Die! 3, Gunsport, Hitman, Human Fall Flat, SUPERHOT: MIND CONTROL DELETE, Sniper Elite 4, The Gardens Between, Hello Neighbor: Hide & Seek, République, Into the Breach, HITMAN 2, Kine, Monster Jam Steel Titans, Everspace, Secret Neighbor, Outcasters, Submerged: Hidden Depths, Cthulhu Saves Christmas, F1 2020, Hotline Miami, Figment, El Hijo - A Wild West Tale, and Ary and the Secret of Seasons. * There are ongoing discounts for both Stadia Pro subscribers and all players - check out the web or mobile Stadia store for the latest. December content launches on Stadia * Assassin’s Creed Origins * Assassin’s Creed Syndicate * Assassin’s Creed Unity * Chronos: Before the Ashes * Cthulhu Saves Christmas * Cyberpunk 2077 * Destroy All Humans! * El Hijo - A Wild West Tale * Enter The Gungeon * Everspace * Figment * Immortals Fenyx Rising * Into the Breach * Lara Croft and the Guardians of Light * Monster Jam Steel Titans * Outcasters * Outward * PHOGS! * Reigns * Secret Neighbor * SpongeBob SquarePants: Battle for Bikini Bottom – Rehydrated * Submerged: Hidden Depths * Unto the End * Valkyria Chronicles 4: Complete Edition * Watch Dogs * Watch Dogs 2 New games coming to Stadia announced in December * Disco Elysium: The Final Cut * Tchia * The Elder Scrolls Online - Gates of Oblivion That’s all for December—we’ll be back soon to share more updates. As always, stay tuned to the Stadia Community Blog, Facebook, YouTube and Twitter for the latest news.
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Announcing the Microsoft Advertising Sweepstakes!

Participate in the Microsoft Advertising Sweepstakes for a chance to win prizes like an Xbox Series X game console and digital gift cards for shopping in the new year. It’s easy to enter — simply link a new customer account on Microsoft Advertising, or enroll in the Microsoft Advertising Partner Program and complete the sweepstakes registration between January 1 and February 28, 2021. You can receive additional entries by using Google Import to import campaigns or by creating Microsoft Audience Ads campaigns. The more ways you engage, the more entries you can earn. Prizes will be awarded in March 2021, once all entries are verified and winners are chosen through a random drawing. This sweepstakes is open to agencies, direct advertisers, channel partners, technology partners and supply partners. Here’s how the Microsoft Advertising Sweepstakes works: * Visit our registration page * Choose how you want to earn entries: * Get as many as five entries when you add new client accounts to your agency account with Microsoft Advertising. Get additional details on adding a client account on our support page. If your agency is new to Microsoft Advertising, contact our sales team. You will receive one entry per new account linked between January 1 and February 28, and an additional entry per account if you use Google Import to import your campaigns. Get additional details on linking a client account. If your company is new to Microsoft Advertising, contact us to get started. * Create Microsoft Audience Ads campaigns for one or all of the new customer accounts linked as part of the sweepstakes to gain an additional five entries (one entry per account that has Microsoft Audience Ads campaigns created). * Enroll in the Microsoft Advertising Partner Program and get five entries. The Microsoft Advertising Partner Program helps you get the recognition and rewards you deserve. If you’re already enrolled, just complete the registration form and you will automatically earn five entries into the sweepstakes as a benefit of the partnership. If you're not a member, don't wait — enroll in the Microsoft Advertising Partner Program now. * Make sure to submit your entry form for chances to win great prizes and to get the most from your relationship with Microsoft Advertising. Get started now — the first 20 people to gain a valid entry to the sweepstakes will get a $100 Amazon gift card! Note: The sweepstakes is only available in these regions: U.S., Canada (excluding Quebec), U.K., Ireland, Netherlands, Norway, and Germany. Official prizes: * Grand Prize: Xbox Series X (one device awarded per agency to five agencies in North America and EMEA). * Second Prize: $250 Amazon gift card (awarded to five randomly drawn individuals across North America and EMEA). * Early Bird Prizes: $100 Amazon gift card (awarded to the first 20 individuals to submit valid entries).   See more sweepstakes details, and for additional questions please reach out to partnerwithmsftads@microsoft.com.
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