The audience data firm Nielsen, for instance, reported that US consumption of streaming content rose more than 30% through the first three quarters of the year to 7.1 trillion minutes as lockdowns and lingering virus concerns have encouraged more viewers to watch from home.
The industry's performance has also caught the attention of major investment firms that want to make inroads into the lucrative business. On Tuesday, Goldman Sachs announced it had hired Scott Peterson, the former chief investment officer of Digital Realty Trust, and Goldman's In May, KKR said it would invest $1 billion from an infrastructure fund it operates to build and buy data centers in Europe in a venture called Global Technical Realty. And last year, Blackstone announced it had acquired a 90% interest in seven data centers in Virginia owned by the property REIT Corporate Office Properties Trust in a deal that valued the buildings at $265 million.
Huge data consumers have also been active building and leasing their own facilities. Facebook recently began operating in a $1 billion data center it built in Henrico County in Northern Virginia, the country's largest and most active data center market. The social media giant has outlined plans to more than double the size of the complex.
Developers have compensated for tightening profits by building and operating space more economically. Some data-center companies have even begun to experiment with the idea of submerging servers in tubs of mineral oil, which is more efficient at dispersing heat than air and can reduce hefty cooling costs.
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