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 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.

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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 ...

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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.

The ‘Women In Music 2022’ report is about more than just music

Hanna Kahlert

5 May 2022

Media and Marketing Product Strategy

MIDiA, in conjunction with TuneCore and Believe, has just published its second annual “BE THE CHANGE – Women In Music” report, available for free download here . We have discussed some key findings , adjacent issues , and calls to action in previous blog posts.

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Cover image for BE THE CHANGE – Women In Music 2022

BE THE CHANGE – Women In Music 2022

Hanna Kahlert, Srishti Das and Tatiana Cirisano

4 May 2022

Free Report

Music

The last two years of pandemic-driven disruption in the music industry may just have created a window of opportunity for real change in the fight for gender equality. The next generation of women music creators and executives have begun to make room for themselves, laying the groundwork for the industry of tomorrow – not simply fighting an uphill...

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Consumers as creators
The artist / audience line is blurring

Hanna Kahlert

30 Apr 2022

Consumer behaviour Apple Netflix

The growing independent artists sector, the rise of user-generated content (UGC), and the proliferation of basic creator tools on social platforms are all interlinked parts of the same cultural trend: creativity as a product. Enabled by intuitive creative tools, platforms to share on, and direct, easy ways to engage with creators, the barrier betwe...

The Covid entertainment boom is over

Hanna Kahlert

27 Apr 2022

Entertainment covid boom

Two years of pandemic-driven lockdown restrictions turned out to be a golden era for digital entertainment. With 12% of extra available free time allocated to various entertainment propositions, and additional spend freed up due to the lull in expenditures on the likes of transport and ‘in real li...

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Why Musk’s Twitter takeover will not be the last attempt at a social platform acquisition

Hanna Kahlert

21 Apr 2022

Twitter Social platform

Elon Musk is not one to shy away from making waves with strategic curveballs – and his latest moves to acquire Twitter are no exception. Less than a month after attaining the second largest shareholding position in the company at 9.

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Meta’s 2024 vision for AR glasses demonstrates the tech barrier to the metaverse

Hanna Kahlert

13 Apr 2022

Meta metaverse google glass

Mark Zuckerberg is pushing for an ‘iPhone moment’ with his company’s Project Nazare, announcing AR glasses due to come in 2024, with hints at upgrades already in the works for 2026 and 2028. Not only would this cast his company in a new light, embattled as it is by regulatory attempts and nega...

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Why entertainment could reach new levels of fragmentation in 2022

Hanna Kahlert

6 Apr 2022

d2c Media Social

Since the direct-to-consumer (D2C) ‘big bang moment’ of video in 2019, entertainment propositions have been multiplying rapidly across all entertainment genres. This is about to become critical as the attention economy constricts post-Covid, with the return of ‘in real life’ (IRL) activities...

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From Will Smith to cake: Why memes underpin (the volatility of) success in the creator economy

Hanna Kahlert

30 Mar 2022

meme cake Netflix

This years’ Oscars were overshadowed by the onstage physical altercation between Will Smith and Chris Rock, with any news of historical awards (Jane Campion was the third woman in history to take home Best Director, for one) largely overshadowed by the digital presence of the Will Smith commentary.

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Cover image for Profiling the social media footprint of niche entertainment audiences for Web 3

Profiling the social media footprint of niche entertainment audiences for Web 3

Hanna Kahlert

24 Mar 2022

Social media social media following Audience Insight

Entertainment audiences are evolving, with digital-first habits – driven by both lockdowns and technology innovations – changing their relationship to the content they consume. Big hits are now just as likely to result from going viral on social media as through traditional paid mass-marketing campaigns.

The metaverse hype will need to account for screen fatigue in an increasingly digital world

Hanna Kahlert

24 Mar 2022

Media and Marketing Cultural trends metaverse

The last two years have completely reoriented the dynamic between digital-first and in-person life. Digital entertainment has boomed under successive lockdowns, streaming has dominated consumption formats, and creation has been shifted from big studios to at-home DIY – in music, video, art, and ev...

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Why Instagram will introduce NFTs to the gig economy in a big way

Hanna Kahlert

16 Mar 2022

Facebook Meta metaverse

In a conversation at SXSW, Mark Zuckerberg dropped that Instagram was going to be incorporating NFTs in the ‘near term’, pending some technological tweaks. While he was sparse on the detail, initial stages would likely allow users to bring their existing NFTs on the platform, and later on, poten...

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“Creativity has no genre”: What it takes to make it in music

Hanna Kahlert

8 Mar 2022

women in music international womens day music industry

The last few years have brought huge shifts in the music industry, from the rise of streaming to the prominence of readily-available creator tools. They have also brought cultural changes in music and beyond.

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Social media has become the default news platform for digital natives (for better and / or worse)

Hanna Kahlert

2 Mar 2022

Social media TikTok digital native

The tragic turn of events last week in Ukraine have shaken Europe and the world. People are frightened, politicians are tense, markets are volatile , and no one knows what will come next. However, as news has emerged of the situation, an interesting phenomenon has become clear: while robust reportin...

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Cultural trends of 2022
A year of inflection points

Hanna Kahlert

28 Feb 2022

Marketing Strategy

Digital-first life is now a bygone fact, from remote working to streaming as the default mode of entertainment consumption. Social media has evolved from its role as a personalised update feed, to a world of its own – encompassing basic creator tools from recording, to editing, to self-promotion.

Time for a metaverse reality check

Hanna Kahlert

23 Feb 2022

metaverse NFT web 3.0

Be it a realistic phenomenon or simply escapism, the digital discourse of 2022 has been populated by a number of shiny new terms that seem to have wooed the digital entertainment world. NFTs. Web 3.0. The Metaverse .

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