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.

Among Us: What brands can learn from gamer communities

Cover image for Among Us: What brands can learn from gamer communities
Hanna Kahlert
Last Tuesday, 27 October, a new record was set for the third-largest games stream in Twitch history , with an audience of between 300,000 and 400,000 over three and a half hours. It was not driven by a big-name gamer or high-profile tournament, however – but by Alexandria Ocasio Cortez (AOC), the young US senator, urging people to vote by taking to the wildly popular game.
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Live streaming and the role of music artist empowerment in the digital era

Cover image for Live streaming and the role of music artist empowerment in the digital era
Hanna Kahlert
Music streaming
live streaming
coronavirus
As the coronavirus lockdowns have forced venues to close and people indoors, artists have been unevenly impacted across the music industry. While many bigger studios were forced to cease operations, and some artists unable to release or record music – often relying on previous recordings they could still send to post-production – smaller independent artists took advantage of being home-bound.
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Post-Pandemic Programming
Surviving and Thriving in the Recession

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Mark Mulligan, Tim Mulligan, Karol Severin, Alistair Taylor, Keith Jopling and Hanna Kahlert
Apple
Apple
live
COVID-19 caused dislocation and disruption to the global entertainment business. Now, the recession and the prospect of further pandemic peaks have created an unprecedented outlook for entertainment companies. Many of the shifts that occurred during lockdown will define the new market dynamics.
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The post-peak Twilight Zone: A defining cultural trend of uncertainty

Cover image for The post-peak Twilight Zone: A defining cultural trend of uncertainty
Hanna Kahlert
It has been eight months since the onset of the global coronavirus pandemic which has created an unprecedented global socio-economic crisis. As Wuhan residents are beginning to attend music festivals once more and UK consumers are incentivised to uplift their local restaurants with the “eat out to help out” scheme, it is beginning to look like the worst may be over and our ‘new normal’ has begun.
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Consumer Engagement
Building Sustainable Brands in 2020 and Beyond

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Hanna Kahlert
Marketing
YouTube
Netflix
Brands have an ongoing engagement problem. No matter how much data they use or how targeted they go, competition is fierce, consumer attention is saturated, and all usage comes at the expense of time spent elsewhere. With the ubiquity of advertising, brand choices are as much a personal statement by the consumer to their peers as a testament to trust and loyalty in a company.
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