Hanna Kahlert | MIDiA Research

Instagram continues to perform strongly despite inconsistent brand identity

Hanna Kahlert

30 Jun 2021

Over the last few months Instagram has done its best to capitalise on the latest social media success tactics, often at the cost of its own original user proposition. The photo-sharing app for friends now offers Reels, imitating TikTok’s success.

The subscription market model has now taken over consumption, but will it reach a saturation point?

Hanna Kahlert

25 Jun 2021

Subscriptions Video usic

When the balance of Netflix’s value proposition swung from mail-delivered DVDs to the then-mind-blowing idea of a streaming service, the implications stretched far wider than for the movie and TV industry.

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The sensationalisation of news comes head-to-head with Euro 2020

Hanna Kahlert

17 Jun 2021

Euro 2020 News BBC

Less than a week in, and the coverage of Euro 2020 is off to a problematic start. Any big sports event taking place after a year of pandemic-induced lockdowns was bound to have its hitches. Yet few could have predicted the live coverage of an on-field cardiac arrest of a 29-year-old player.

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From network to Bulletin: Is this the future of Facebook?

Hanna Kahlert

10 Jun 2021

Social media substack Facebook

Due to generational shifts, the passage of time, and pure competition from other entertainment alternatives, social media is changing . Younger users are flocking to fast-paced, original content-driven TikTok .

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Ad strategy in a digital-first environment
Rethinking acceptance, tolerance and effectiveness

Hanna Kahlert

3 Jun 2021

Spotify YouTube SoundCloud

Digital-first behaviours and the proliferation of choice have caused underlying changes to how consumers perceive and respond to brands. Brand loyalty has been replaced by content fandom. Frictionless service-switching and overlapping subscription now clashes with high-value content moving between platforms in short time frames and across differing...

The content versus culture conundrum

Hanna Kahlert

3 Jun 2021

Fandom tulsa Mad Men

Creating something which will please audiences in the moment and also have resonant staying power among the surrounding culture is a puzzle faced by the content strategists of today. It is also the age-old struggle of artists throughout history.

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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 –...

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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