# Streaming culture · Consumer Trends 2020 · Zorraquino > NON-ownership in times of circular economy. URL: https://www.zorraquino.com/en/trends/consumer-trends-2020/streaming-culture ![Streaming culture: NON-ownership in times of circular economy.](https://cdn.sanity.io/images/0w1142l8/production/ffc76b05729b8b2612931ecafb7f949f8cf8f1fc-1600x1083.webp/streaming-culture-non-ownership-in-times-of-circular-economy.webp?w=1600&fit=max&auto=format&q=85) Trend 04 # Streaming culture 1. [Consumer Trends 2020Home](https://www.zorraquino.com/en/trends/consumer-trends-2020) 2. [Trend 01Silver economy](https://www.zorraquino.com/en/trends/consumer-trends-2020/silver-economy) 3. [Trend 02No money](https://www.zorraquino.com/en/trends/consumer-trends-2020/no-money) 4. [Trend 03Superfoods](https://www.zorraquino.com/en/trends/consumer-trends-2020/superfoods) 5. [Trend 04Streaming culture](https://www.zorraquino.com/en/trends/consumer-trends-2020/streaming-culture) 6. [Trend 05Conscious tourism](https://www.zorraquino.com/en/trends/consumer-trends-2020/conscious-tourism) 7. [Trend 06Re-commerce](https://www.zorraquino.com/en/trends/consumer-trends-2020/re-commerce) 8. [Trend 07Digital wellbeing](https://www.zorraquino.com/en/trends/consumer-trends-2020/digital-wellbeing) 9. [Trend 08AI First](https://www.zorraquino.com/en/trends/consumer-trends-2020/ai-first) 10. [Trend 09Brand ideology](https://www.zorraquino.com/en/trends/consumer-trends-2020/brand-ideology) 11. [Trend 10Techno humans](https://www.zorraquino.com/en/trends/consumer-trends-2020/techno-humans) Streaming culture NON-ownership in times of circular economy. ## At a glance The development of the internet and new technologies has forced companies in every sector to adapt to the new digital environment. Against this backdrop, subscription and rental models are becoming formulas that guarantee the survival of many services. According to the results of the Survey of Cultural Habits and Practices in Spain, in 2019 more than half of the population (52.2%) subscribed to a digital cultural content platform. In addition, the faster pace of innovation in product launches and the rise of the circular economy mean that the traditional model of buying and owning is being replaced by renting and reuse. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Digital life presents new alternatives to the sense of ownership in a society ruled by the craving for physical and material possession, which goes back to the dawn of civilisation and has a lot to do with territorial conquest. 2. 02 The growing digitalisation of our environment is challenging the principle of ownership in a consumer society that seeks relief through the circular economy and sustainability. 3. 03 The breakneck pace of new innovation processes makes it impossible to keep the same mindset about possession and acquisition as previous generations. ## More on the trend ### References - [Singapore's Nestia launches umbrella-sharing service](https://e27.co/singapores-nestia-launches-umbrella-sharing-service-20181026/) - [Ikea to trial furniture leasing in business overhaul](https://www.ft.com/content/da461f24-261c-11e9-8ce6-5db4543da632) - [Netflix launches a streaming plan in India that’s less than $3 a month](https://www.fastcompany.com/90380959/netflix-launches-a-streaming-plan-in-india-thats-less-than-3-a-month) - [Film recommendations by people instead of humans](https://www.humanreco.hbo.com) - [London-based ChargedUp grows its mobile charging network across the UK with a €1.4 million seed round](https://www.eu-startups.com/2019/02/chargedup-raises-funds/) - [En este mundo digital, ¿dejaremos de tener el afán por poseer?](https://retina.elpais.com/retina/2018/12/05/tendencias/1544002521%5F604854.html) - [Say hello to mobile mouth care](https://www.hello-products.com/spyt/) Pages 110–136 of the report [![Conscious tourism: Responsible travel as a brake on touristification.](https://cdn.sanity.io/images/0w1142l8/production/d9d8c1da8a9ad59127a26f0042f867e2f38e348b-1600x1075.webp/conscious-tourism-responsible-travel-as-a-brake-on-touristification.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2020/conscious-tourism) Next trend · 05 [Conscious tourism](https://www.zorraquino.com/en/trends/consumer-trends-2020/conscious-tourism)