Hanna Kahlert

Hanna is one of our expert analysts, helping drive MIDiA’s research into the future of digital entertainment. Her key areas of interest are cross-entertainment audience behaviour, the creator economy, and social platforms.

Cover image for The rise of the lean-through superfan

The rise of the lean-through superfan
Post-Covid trends of UGC creation and entertainment

Hanna Kahlert

29 Jul 2022

Twitch Instagram TikTok

The Covid-driven entertainment boom is over, with ‘in real life’ activities taking back ground from the 12% of additional time freed by lockdown measures. The attention crunch is compounded by a cost-of-living crisis, driving consumers to make savvy choices about how much they spend, and on what.

Cover image for The Morbius fandom misread

The Morbius fandom misread

Hanna Kahlert

29 Jul 2022

Audience Insight Media and Marketing

With lean-through behaviour growing ever more central to fandom, it is natural for marketing and strategy teams to look for trends in this sort of behavoiur in order to identify sentiment and fandom groups. This can take the form of tracking anything from likes on official posts, to hashtags, viral posts and videos, memes, newspaper articles, and p...

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The video attention reboot
How video is being impacted by the attention recession

Tim Mulligan and Hanna Kahlert

29 Jul 2022

Creators Netflix roku

With the attention recession in full swing following the lockdown boom, video isalready feeling the pinch as evidenced by Netflix’s declining subscriber count.The mainstreaming of subscription video on demand (SVOD) pulled TV into the digital entertainment sphere, placing it at risk of further disruption from the attentionrecession.

Cover image for Stranger Things, Queen’s Gambit, and Bridgerton

Stranger Things, Queen’s Gambit, and Bridgerton
Finding the balance of creation and consumption

Tim Mulligan and Hanna Kahlert

29 Jul 2022

Netflix Content strategy Stranger Things

As the attention recession meets a cost-of-living crisis, video streaming platforms must compete ever harder for consumers’ dwindling wallet share and free time. To retain (much less attract) subscribers, a balance must be struck between having depth of content library, a reasonable price point, and compelling new releases.

Winter is coming, and Amazon is ready: why the multi-service major is raising its prices

Hanna Kahlert

27 Jul 2022

cost-of-living crisis oil Attention

Subscription fatigue is already threatening the Covid-driven entertainment boom as post-pandemic behaviours compete for time, money, and attention with the digital subscriptions that thrived under lockdown measures.

Cover image for Winter is coming, and Amazon is ready: why the multi-service major is raising its prices

Are we headed towards subscription fatigue?

Hanna Kahlert

21 Jul 2022

Subscriptions fatigue NFT

When streaming first made headway in the entertainment world, it shifted the very dynamic of consumption. Ownership became a status symbol of yester-year; access to everything, at all times , was the new value driver.

Cover image for Are we headed towards subscription fatigue?

Twitter versus Musk will decide the future of social

Hanna Kahlert

14 Jul 2022

elon musk Twitter Social media

In a turn of events, Elon Musk has backed out of his dramatic, very public proposal to buy Twitter. It is a broken courtship characterised by bad-faith public exchanges , on-platform polls, and plot twists.

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Cover image for Advertising

Advertising
Marketing in the era of lean through

Hanna Kahlert

29 Jun 2022

Xbox Twitter Twitch

Audiences have shifted, first towards the on-demand content delivery model, and now increasingly towards lean-in and lean-through engagement behaviours as a native part of consumption. Advertising strategy and marketing tactics have also had to adapt accordingly.

Cover image for Taco Bell’s TikTok Musical with Doja Cat and Dolly Parton

Taco Bell’s TikTok Musical with Doja Cat and Dolly Parton

Hanna Kahlert

29 Jun 2022

Media and Marketing

Consumers are growing ever-more accustomed to engaging in lean-through, creative behaviours. Thus, advertising designed for passive consumption struggles to compete with the entertainment content they are choosing to engage with through on-demand. Marketing teams must come up with creative solutions to meet consumers where they are, appealing to th...

Music streaming is failing to foster cultural moments – but it does not have to

Hanna Kahlert

29 Jun 2022

Streaming heat waves glastonbury

Listening to music is, and has always been, an intrinsically emotional experience. Music does not appeal to rational dialogue or scientific evidence; it directly evokes the feelings beneath. It can be sought after by the listener to evoke an expected response – to be uplifted, calmed, or comforted.

Cover image for Music streaming is failing to foster cultural moments – but it does not have to

Meta leans in to the creator economy

Hanna Kahlert

21 Jun 2022

Meta Creator economy NFT

MIDiA has written much on the premise of the emerging ‘creator economy’ ; a dual-sided concept that highlights both the increasing opportunity for creators who already exist, from music to video to social content, as well as the emerging trend of the consumer-as-creator.

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The future of entertainment innovation lies in exclusive experiences, not content

Hanna Kahlert

15 Jun 2022

Media and Marketing Innovation Content

In the age before digital engagement went mainstream, entertainment had clear access channels and multiple price points. Video was able to rely on movie tickets, (expensive) TV sets, and the individual purchases of cable subscriptions, video tapes, DVDs, Blu-rays, and their associated equipment; the...

Cover image for The future of entertainment innovation lies in exclusive experiences, not content

The Morbius flop demonstrates the importance of measuring sentiment, not just engagement

Hanna Kahlert

8 Jun 2022

morbius Sony its morbin time

The Marvel films franchise has been one of the most reliable box office attractions of the last decade. Thus, when the latest instalment, Morbius , was due to be released, expectations were high: the film was expected to gross around $33 million on its opening weekend, with some estimates as high as...

Cover image for The Morbius flop demonstrates the importance of measuring sentiment, not just engagement

TikTok tests ‘clear mode’ as consumers struggle with what is a distraction and what is not

Hanna Kahlert

1 Jun 2022

TikTok clear mode distraction

The announcement of TikTok testing a distraction-free ‘clear mode’ might come across as ironic, given the ‘distraction’-prone default use case of most social media platforms. Is TikTok not already a distraction from other things? What is left if a ‘distraction free’ mode is activated? Ye...

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Social media user snapshot
Q1 2022

Hanna Kahlert

30 May 2022

YouTube Facebook Twitter

This report presents country-level snapshots into the social media usage, engagement habits, and ad tolerances of different social app users. It covers Facebook, Instagram, Twitter, Snapchat, YouTube, TikTok and Discord across MIDiA’s nine surveyed markets of the US, the UK, Australia, Canada, Germany, France, Sweden, South Korea and Brazil.

Cover image for The Attention Recession

The Attention Recession
How inflation and the pandemic are reshaping entertainment

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano and Annie Langston

27 May 2022

Free Report

Video Music Games

With the recent announcement of the 0.2 million subscriber drop in Netflix’s Q1 2022 figures, and Spotify seeing slower paid user growth, MIDiA’s predicted attention recession has come into fruition. MIDiA’s in-house analysts take you through the key insights and trends of this new chapter and its implications across music, video, games, mark...

Elon Musk’s Twitter ‘takeover’ is what happens when the market gets meme-ified

Hanna Kahlert

18 May 2022

Media and Marketing Business Strategy

The past few weeks have been a rough ride for Twitter, since Elon Musk’s “best and final offer” of $44 billion, with users leaving the platform, and the loss of several higher executives. Now Musk has put the purchase on hold, pending further clarification on how many bots the platform has.

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The creator economy goes beyond UGC

Hanna Kahlert

11 May 2022

Media and Marketing Audience Insight Cultural trends

We are seeing much in the way of changes when it comes to entertainment, as the Covid boom meets the competitive constraints of a return to ‘normal’ activities . Too many services now struggle to win over too little free time.

Cover image for The creator economy goes beyond UGC

Cover image for YouTube

YouTube
Bridging consumption and creation

Hanna Kahlert

9 May 2022

When YouTube, then only a young start-up, was bought by Google for $1.65 billion in October 2006, the tech giant was making a billion-dollar gamble on the future of online video. Google later admitted that it had overpaid at the time, and analysts were sceptical whether it was worth it, as the initial copyright lawsuits started to roll in over the ...

Cover image for Women In Music 2022

Women In Music 2022
Deutsch, Español, Français, Italiano, Nederlands, Português

Hanna Kahlert, Srishti Das and Tatiana Cirisano

5 May 2022

Free Report

Business Strategy Audience Insight

BE THE CHANGE – Women In Music 2022. The report and executive summary are here available to download in French, and the executive summary is further available to download in German, Dutch, Spanish, Portuguese, and Italian.

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