The Internet VI study, entitled "Streaming at a Crossroads", found that Americans reported spending a weekly average of seven hours and eight minutes online in January 2001, compared to a weekly average of eight hours and one minute online in January 2000.

Despite this decline in the amount of time consumers spend online overall, streaming media usage has increased. As of January 2001, 13% of Americans (more than 30 million) use Internet audio or video each month, compared to 10% in January 2000.
In the last year, more than one-quarter (27%) of Americans (more than 61 million) have used Internet audio or video while 6%, over 13 million indicated they use streaming media each week.

So called "streamies" - those who have ever listened to or viewed streaming media online - are an ideal target for online advertisers. Compared to those who have never used streaming media, streamies spend far more time online, are more likely to click on banner ads and are twice as likely to make online purchases. In fact, these online consumers have higher online expenditures, are more likely to be employed and have a higher level of education and income. According to Larry Roslin, president at Edison Media Research, "Streaming media is a great way for advertisers to target the younger 12 to 24-year old market. These consumers are more likely to be online using streaming media and have a higher tendency to interact with the advertising." The findings are based on a January 2001 survey. The study, conducted in partnership with Edison Media Research, consists of 3,005 telephone interviews of Arbitron's Autumn 2000 radio diary keepers. The diary-based sample was drawn as a national random sample of persons over the age of 12.