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.

Is Video Streaming About to Witness Music’s P2P Trial by Fire?

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Hanna Kahlert

2 Mar 2020

As the direct-to-consumer (D2C) big bang moment continues the slow process of expansion through the attention-saturated digital universe , video service providers are struggling with the existential question of how to compete well enough to survive in the hostile environment of overstimulated, wallet-stretched and increasingly tech-savvy consumers.

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Apple TV+ Bets on Fandom

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Hanna Kahlert

24 Feb 2020

age of the creators

As the D2C streaming wars coalesce, it is worth zeroing in on some of the propositions in play by the various tech majors, which in turn highlight their respective strategies and may provide some insights into the direction content production will go in an already-saturated attention economy .

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The Age of the Creators

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Hanna Kahlert

17 Feb 2020

artist streaming income

Chart Of The Week

For the meek shall inherit the earth… Since early 2019, MIDiA has been publishing findings that we are moving progressively into a market dynamic in which creators are being empowered by technology to have greater direct control of their output, from conception to completion to monetisation.

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The Politics of Twitter: Brands, News, and Freedom of Speech

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Hanna Kahlert

10 Feb 2020

With the president of the United States being Donald Trump, whose proclivity for social media usage is renowned, it comes as no surprise that Twitter has a hearty presence in news reporting in 2020. The role of social media in our digital lives is profound, and the impact on news has turned truth into more of a product than a standard – as we covered in our media report last year.

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Brand Strategy: Choose the Koalas

Hanna Kahlert

29 Jan 2020

At this year’s World Economic Forum recently convened in Davos, Switzerland, the subject of stakeholder capitalism over shareholder capitalism was a hotly debated topic, with themes of broader accountability and consideration at the fore.

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YouTube and the Fan Monetisation Model

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Hanna Kahlert

21 Jan 2020

Fan monetisation

How to describe YouTube? The now-15-year old video platform does not fit into a single box, but rather ticks all of them. Its positioning between consumer and business is a fascinating one, replicated in reach and capacity by no other platform.

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Spotify Illustrates the Difference Between Flat Engagement and Real Sentiment

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Hanna Kahlert

14 Jan 2020

consumer engagement

engagement metrics

Q3 2019 was a quarter of mixed fortunes for Spotify, with its subscriber base displaying consistent growth, podcasts making a solid early showing, emerging markets demonstrating promise but ad revenue falling short.

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The Tech Major Ecosystem Wars Are Here with Aggressive, Loss-Led On-Boarding

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Hanna Kahlert

7 Jan 2020

Amazon Echo Dot

Soon we will probably all have home speakers, whether we like them or not. They are starting to appear almost out of the ether, much like the classic double-sized Sports Direct mugs everyone had in their student flats but no one remembered ever acquiring.

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The Era of Peak Attention? Try Peak Distraction – Event Rundown

Hanna Kahlert

26 Nov 2019

attention economy peak

attention saturation

British gaming institute

This past Wednesday, November 20 th , MIDiA brought together media heavyweights from the Economist, Spotify, and the British Gaming Institute to talk about changing aspects of consumer behaviour and demand in a climate of attention saturation.

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Creators Versus Distributors: What Happens When Brands Can No Longer Rely on Their Content?

Hanna Kahlert

4 Nov 2019

Colin Kaepernick

digital behaviour

At the risk of sounding like a broken record, technology is completely altering the relationship between ‘creators’ and distributors – and it is doing so in a way which is empowering the independent agency of creators, while leaving those companies that focus upon the distribution of their work increasingly scrambling to justify the ROI between content provision and monetisation.

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The Houston Rockets, Hong Kong and the Dangers of Mixing Politics With Profit

Hanna Kahlert

22 Oct 2019

Colin Kaepernick

On 8 October, Houston Rockets general manager Daryl Morey tweeted support for the Hong Kong protests. The NBA had an exclusive partnership with Tencent to stream this season to an estimated 500 million fans in China, a market for which the business is estimated to be worth $4 billion to the NBA.

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Fortnite’s Black Hole: A Fandom Play for Peak Attention

Hanna Kahlert

14 Oct 2019

One would think that, in a highly competitive market where every entertainment proposition is now increasingly struggling to maintain engaged audience share, the ideal strategy would not be to obliterate one of your most popular ( 250 million players globally ) games with an asteroid strike.

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Advertising at the Dawn of AVOD: Privacy and Consumer Sentiment

Hanna Kahlert

18 Sep 2019

The market is prepping itself for a big push into ad-supported video on demand (AVOD), as illustrated by Viacom’s recent acquisition of Pluto TV, Sinclair Broadcasting Group’s launch of STIRR, and Amazon’s IMDbTV rebrand and subsequent European rollout.

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Sports Fans Consumer Trends 2019

Hanna Kahlert

4 Sep 2019

This post features excerpts from MIDiA’s recently published Sports and Marketing and Brands report, Sports Fans Consumer Trends 2019 by Alistair Taylor . Sports-centric subscription video on demand (SVOD) services have largely struggled to entice subscribers, based on their current value propositions which consist mainly of niche rights.

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Summer Report Highlights

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Hanna Kahlert

29 Aug 2019

We thought summer was over. Then it came back. Now (maybe) it's gone again. Impossible to predict how many more heat waves there will be before Autumn descends – but we're prepared for anything, anyway.

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Streaming Needs to Worry About a Global Recession…But Perhaps Not as Much as Cable

Hanna Kahlert

27 Aug 2019

cultural insight

Last week MIDiA’s Mark Mulligan overviewed how , in a recession, discretionary expenditures are the first to be cut. Given the non-obligatory nature of subscriptions and the contractual shackles of cable, services like Netflix and Spotify would likely lose out quickly as consumers rush to minimise their spending.

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The Global Rise of Brand-Agnosticism

Hanna Kahlert

20 Aug 2019

Before the digital era, when distribution was limited and messaging had far more barriers to cross to be received, establishing brand loyalty was a critical part of remaining successful. Baby boomers today still retain loyal ties to brands and behaviours from their respective pasts.

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The State of the Podcast Nation

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Hanna Kahlert

12 Aug 2019

Podcasts are an overnight success many years in the making. Even when taking a more cautious view, there are signs of a vibrant ecosystem emerging that is arguably the first entirely new media sector since the emergence of console games.

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Sports, Television, Music, Politics – Cultural Cohesion in a Climate of Division

Hanna Kahlert

8 Aug 2019

cultural insight

History (so they say) repeats itself. While in some instances this might bring about the comfort of cyclical certainty, in others – as we near a new roaring 20’s with what looks to be thematic similarity to all the economic boom and political chaos of the last – this can prove, shall we say, disheartening.

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Will Content Fragmentation Drive a New Rise of Piracy?

Hanna Kahlert

1 Aug 2019

The digital content marketplace largely has peer-to-peer content piracy to thank for the behaviours and dynamics characterising it today. Piracy itself was the forefront of the new era, quickly being overtaken by legitimate streaming services, which also challenged – and continue to challenge – long-held traditional methods approaching irrelevancy given new technological capabilities available on the market.

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