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.

Instagram drops the Like and WhatsApp defends privacy in India: Facebook’s PR reinvention

Hanna Kahlert

27 May 2021

Facebook WhatsApp Instagram

Facebook is now old enough that there are teenagers on it that are younger than it is. In the time that it has been around, it has reinvented social media . It has also had to do some reinventing of itself, adding to its portfolio image-sharing app Instagram and end-to-end encrypted messaging servic...

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UGC vs. Premium: Is the video valuation bubble big enough to burst?

Hanna Kahlert

21 May 2021

Media Streaming Mobile content

The market disconnect between the proliferation of independent content creators and the consolidation of brand IP into the hands of ever-fewer major players is growing increasingly stark. On the one hand, independent artists are the fastest-growing sector of the music market.

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The reign of the superstar is over

Hanna Kahlert

13 May 2021

Media and Marketing Cultural trends superstar

It is growing ever-more difficult to generate a singular ‘big hit’. Awards shows have always had their issues with keeping relevant, but with streaming for both music and video exponentially increasing the amount of content released while simultaneously diluting the social context around big rel...

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Beyond Consumption: A New Era for Entertainment

Hanna Kahlert

6 May 2021

attention recession covid-19 impact covid-19 entertainment boom

Long-term trends which should have taken years to manifest have come to fruition seemingly overnight. The great lockdown has driven digital-first behaviours mainstream, increasing time and money spent with entertainment, and fuelled prolific releases of platforms, content, and subscription options.

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Staggered vaccine rollouts will prime entertainment for (further, faster) innovation

Hanna Kahlert

4 May 2021

Media and Marketing post-pandemic coronavirus

The ‘light at the end of the tunnel’ of COVID-19 is theoretically drawing closer. Yet, as we blogged about last week , staggered vaccine rollouts mean that the ‘new normal’ will begin for some consumers sooner than others – painting a year-ahead picture of a global marketplace as different...

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Super League feels the cost of forgetting fans

Hanna Kahlert

23 Apr 2021

Super League Sports football

Sports has an age problem among its audiences. Around half of consumers over the age of 45 watch live sports on TV, dropping to less than a third of those under the age of 24 as of Q1 2021 (source: MIDiA Research Consumer Survey).

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The ‘new normal’ starts… when?

Hanna Kahlert

20 Apr 2021

Media and Marketing covid-19 research covid-19 impact

The social and psychological toll of beginning nearly every conversation or think-piece with the current state of pandemic affairs is now a year in the accumulation. Vaccine rollouts have begun – but unevenly across markets and demographics, meaning that the future of entertainment is nigh but sti...

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Social media reboot
The rise of social 2.0 and the emancipation of the digital native

Hanna Kahlert

19 Apr 2021

Innovation YouTube YouTube

Social media is entering a new phase of innovation. Facebook’s trio of applications, alongside Snapchat, Twitter and other incumbents, still have market dominance. However, the rapid growth of TikTok, Discord and Clubhouse since the coronavirus-prompted lockdowns, alongside a migration to digital-first life, are early indicators of demand for –...

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Beer Buddy
Beer Buddy | The case for social app simplicity

Hanna Kahlert

19 Apr 2021

Facebook Twitter Social media

As the incumbent social networks grow ever more complex, vying to compete for weekly active use and engagement metrics, they leave behind their original driving use cases. The most successful have been simple: Facebook was ‘who am I? What my friends are doing?’.

Lockdown & Dragons: Fantasy proves the fandom effect

Hanna Kahlert

8 Apr 2021

Games Media and Marketing Fandom

With vaccine rollouts gaining momentum, the post-COVID attention crunch is looming large for the digital entertainment propositions which have all experienced booms over lockdown. The competition is on – making it more essential than ever to understand the trends behind shifting consumer behaviour...

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When women don’t make music: The sunset of Indian Folk

Hanna Kahlert

29 Mar 2021

women in music India indian folk music

MIDiA recently released a study on the experiences of women in the music industry ( free to download here ), discussing both the broad-level challenges they face – but also pointing to the positives, the opportunities, and the methods that are working and can work to build a better industry of the...

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BE THE CHANGE - Women Making Music

Hanna Kahlert and Srishti Das

25 Mar 2021

Free Report

Creators Independent artists Strategy

The second iteration of this project is available to download here . Be The Change: Women Making Music Key insights Gendered expectations have skewed recognition and reward in the music industry: of 401 women creators around the world, 81% think that it is harder for female artists to get recognition than male artists Linked to this is the fact tha...

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Digital consumption habits
How tomorrow’s audiences will reshape entertainment

Hanna Kahlert

24 Mar 2021

Streaming Discovery Discovery

Digital-first access has shaped mainstream consumption, but for digital natives, it has also shaped their core behaviours. Music consumption is now fragmented across artists, becoming a personalised, anytime anywhere activity – making the value exchange more niche and personal.

What does the NFT hype mean for artists?

Hanna Kahlert

18 Mar 2021

Media and Marketing NFT non fungible token

Soon after the #GameStonks event of January 2021 , Elon Musk reined in the increasingly investment-savvy digital sphere back around to cryptocurrency, using his Tesla company to purchase $1.5 billion worth of Bitcoin, and announcing that it planned to accept Bitcoin as payment.

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Women making music: The COVID impact

Hanna Kahlert

8 Mar 2021

Music women in music international womens day

The last 12 months have been marked mostly by the coronavirus pandemic, which has pushed much of life to the digital world. 70% of independent artists overall spent much of the time over lockdowns creating more music, many taking more autonomy over their own marketing and production.

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Fans come first in the attention recession

Hanna Kahlert

2 Mar 2021

Media and Marketing Fandom Media

As vaccine rollouts gain momentum, the clock is ticking on the attention boom enabled by lockdowns over the last 12 months. The 12% of additional time spent on entertainment is going to contract sharply as consumers are freed to spend time outside of their homes on pre-pandemic activities and compel...

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2020 in review
Lockdown legacy impacts on entertainment

Hanna Kahlert

24 Feb 2021

Streaming Netflix Netflix

Digital connections have filled the void left by real-world activities, globalising culture and experience. Yet this comes at the cost of deepening divides in trust and perspective. Changing economic circumstances have brought about a demographic dichotomy of age and income.

Clubhouse and the next evolution of audio

Hanna Kahlert

23 Feb 2021

Music Media and Marketing

Audio has seen an overall boom during the last year , with audiobooks alone significantly gaining consumer attention time and attracting audience over from radio. Podcasts have also grown in the lockdown periods, as background audio surges into the space left behind by contextual ambiance.

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Taylor Swift and the changing tide of artist power

Hanna Kahlert

16 Feb 2021

Music Media and Marketing Cultural trends

In the latest episode of a long-running feud between Taylor Swift and Big Machine Records, the western princess turned pop icon is releasing the first of her original re-recorded albums under her own ownership.

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UMG licensing deal solidifies TikTok’s lead in social media innovation

Hanna Kahlert

9 Feb 2021

Media and Marketing

In September of last year, TikTok was facing a presidential ban in the US. Not five months later, it is hosted by Oracle , a US tech company, and has global licensing deals with Sony Music, Warner Music Group and, as of 8 February 2021, Universal Music Group .

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