Hanna Kahlert

Hanna heads up MIDiA’s Social coverage, with a deep focus on cross-entertainment audience behaviour, the creator economy, and social platforms. Leveraging 6+ years working with a range of clients across digital entertainment developing insights and strategy, she can often be found on the international stage, with regular keynote appearances at conferences such as ESNS, Spot+, and Wallifornia.

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.

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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...

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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...

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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.

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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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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.

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