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.

Cover image for Social platform user behaviour

Social platform user behaviour
Q3 2024

Hanna Kahlert

19 Dec 2024

Marketing Strategy

Competition among social platforms is intensifying, with attention largely saturated and new regulations poised to upset the balance of power among incumbents. While growth is left in the overall market, it will largely be driven by YouTube and a cohort of smaller disruptor platforms – with fragmentation happening as these disruptors begin to eat...

A regulation-heavy year for social looms in 2025

Hanna Kahlert

17 Dec 2024

Social media Social Product Strategy

The UK’s communications regulator, Ofcom, has published guidelines around the Online Safety Act, warning that most social platforms are not adequately meeting standards. Sites that fail to comply can be faced with high fines and potential bans (per The Guardian ).

Cover image for A regulation-heavy year for social looms in 2025

Will the TikTok ban happen? What you need to know

Hanna Kahlert

10 Dec 2024

tiktok ban Donald Trump Social media

It has been a rollercoaster of a news year for TikTok since April, when President Biden signed a law that would ban the platform unless it found new owners. The January 19th deadline is approaching quickly, and the heat is up as of December 6th, when the Federal Appeals court upheld the ban.

Cover image for Will the TikTok ban happen? What you need to know

Cover image for MIDiA's 2025 predictions webinar slides

MIDiA's 2025 predictions webinar slides
It's social's stage now

Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

6 Dec 2024

Free Report

Spotify YouTube Twitch

MIDiA's expert analysts dive into our 2025 predictions for the music, social, video, audio, and games industries – and explain why we believe "it's social's stage now".

Cover image for MIDiA’s 2025 predictions

MIDiA’s 2025 predictions
It’s social’s stage now

Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

5 Dec 2024

Apple Spotify YouTube

The creator economy reshaped entertainment in the first half of the 2020s and social wasthe big winner, now positioned at the centre of the entertainment economy. In 2025 wewill see the second-order effects begin to play out, set against the backdrop of attentionsaturation, content commodification, and increased focus on profit.

Australia bans social media for under-16s: the first domino towards a new digital world?

Hanna Kahlert

3 Dec 2024

regulation age restriction australia social media ban

Australia has just approved groundbreaking social media regulation that bans users under 16 from accessing platforms like Snapchat, TikTok, Facebook, and X. This under-16 social media ban is the first of its kind that does not allow exceptions for existing users or those with parental permission.

Cover image for Australia bans social media for under-16s: the first domino towards a new digital world?

Why social media regulation could be a boost for the creator economy

Hanna Kahlert

26 Nov 2024

TikTok Social media platforms

TikTok’s future hangs in the balance, with its January deadline to find a new owner fast approaching beneath the oversight of a new, and unpredictable, US administration. President Trump originally tried to ban the app himself in 2020 by executive order, which failed.

Cover image for Why social media regulation could be a boost for the creator economy

The BlueSky migration: How cultural shifts can disrupt even the most established social media platforms

Hanna Kahlert

19 Nov 2024

Bluesky mastodon Twitter

Twitter clones have proliferated since Elon Musk first bought and renamed the platform to X in 2022. Despite a lot of buzz around platforms like Mastodon and BlueSky, none have seemed to capture a significant audience, with X’s weekly active usage remaining consistent.

Cover image for The BlueSky migration: How cultural shifts can disrupt even the most established social media platforms

Cover image for MIDiA Research 2024-2031 global social forecasts

MIDiA Research 2024-2031 global social forecasts
New frontiers and strong growth ahead

Hanna Kahlert and Mark Qi

14 Nov 2024

YouTube Facebook Instagram

More than ever, social platforms are the de facto way that consumers interact not only with entertainment but with the internet itself. As internet access expands in emerging markets and social platforms continue to eat up digital entertainment consumption in developed ones, further growth is inevitable because the market has: The ability to grow u...

Info-tainment, Kamala’s campaign failure, and the distortive role of social media marketing

Hanna Kahlert

12 Nov 2024

Marketing Strategy Social media trump presidency

The recent US election has capped off one of the biggest global election years in recent history, and the world around us is changing rapidly. Digital life, and specifically social media platforms, play a huge role in both how we have got to where we are and where we are going next.

Cover image for Info-tainment, Kamala’s campaign failure, and the distortive role of social media marketing

Two years into the AI craze, where does it go next?

Hanna Kahlert

6 Nov 2024

AI market investment startup

We are almost two years into the reality of large-language-model (LLM) artificial intelligence. Now, the future of AI is heralding the return of nuclear power: both Google and Microsoft have announced that they are investing in the revival of power plants to satiate the depthless energy needs of the...

Cover image for Two years into the AI craze, where does it go next?

Ofcom, Elon Musk, and the future of the social platform marketplace

Hanna Kahlert

30 Oct 2024

regulation Social platforms TikTok

Earlier this year, riots broke out across the UK, fuelled largely by misinformation and inflammatory discourse on social media. At the time, it was unclear who bore responsibility: did the brunt of the blame fall on certain accounts and creators, or do social platforms need to take a firmer approach...

Cover image for Ofcom, Elon Musk, and the future of the social platform marketplace

Social platforms are eating passive entertainment. Are games eating social?

Hanna Kahlert

22 Oct 2024

Social Social media Gaming

At Sony Music’s Interactive Tech Day in London on 22nd October, gaming was, ironically, the highlight. From artist takeovers of Roblox destinations to concert-type experiences in Fortnite Islands, the company’s music strategy is increasingly crossing over with the gaming world – a goal mirrore...

Cover image for Social platforms are eating passive entertainment. Are games eating social?

Cover image for Social is eating entertainment

Social is eating entertainment
The future of memes, music, social platforms, and beyond

Hanna Kahlert

15 Oct 2024

Product Strategy

Entertainment is now a key reason consumers engage with social platforms, opening new opportunities for social and raising new challenges for traditional entertainment. Social platforms offer not only a place to consume original content IP, but to create content around it, engage with the content discussing and unpacking it, and interact with other...

The next era of entertainment: AI and social are lowering barriers, but new ones must emerge

Hanna Kahlert

15 Oct 2024

Social art Creators

There is an inherent tension between tech-enabled accessibility to creation (good), and the ability for that entertainment to become successful (challenging). Music and other entertainment industries typically have one half of this conversation at a time.

Cover image for The next era of entertainment: AI and social are lowering barriers, but new ones must emerge

AI, dead internet theory, and why analogue is a future-proof business strategy

Hanna Kahlert

8 Oct 2024

dead internet analogue revival analogue

The internet is abuzz over Google NotebookLM’s eerily realistic-sounding podcasts. Last week, MIDiA wrote about how it will disrupt primarily information-driven podcasting, rather than entertainment podcasts with human flair (for now).

Cover image for AI, dead internet theory, and why analogue is a future-proof business strategy

TikTok’s creator subscriptions point to the future of social platforms

Hanna Kahlert

1 Oct 2024

TikTok Subscriptions Creators

It’s been a big week for TikTok. On the heels of shutting down its music streaming service , the platform has announced an expansion of its creator subscription program. In addition to existing LIVE Subscriptions, the paid subscription offering for livestreams, TikTok has announced that creators c...

Cover image for TikTok’s creator subscriptions point to the future of social platforms

TikTok may be shutting down its music service, but it will still compete with streaming

Hanna Kahlert

24 Sep 2024

Social Streaming TikTok

TikTok has announced that it plans to shut down its music streaming service, TikTok Music, at the end of November (per Bloomberg ). The company has cautioned users that they should migrate all their playlists to other streaming platforms.

Cover image for TikTok may be shutting down its music service, but it will still compete with streaming

The digital generation wants to go offline: the roots of an analogue revival

Hanna Kahlert

17 Sep 2024

analogue Vinyl Social

In March of 2020, the world went largely virtual. With no way to go out and live normal day-to-day lives in the physical sense, the digital world took over – from Zoom calls with family members to social storms around Netflix shows, replacing the workplace ‘watercooler moment’.

Cover image for The digital generation wants to go offline: the roots of an analogue revival

Cover image for Analogue revival

Analogue revival
A cultural pendulum swing

Hanna Kahlert

16 Sep 2024

Cultural trends

From the dumb phone trend to a vinyl revival, analogue has been back on the rise in the cultural zeitgeist. This could shake up the digital ecosystem and unlock potential opportunities for entertainment –– but the 'why’ behind the trend needs to be better understood to action the opportunity to its full potential.

© 2025 MIDiA Research Ltd. All Rights Reserved.