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.

2024 will be a year of change (as if there has not been enough already)

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Hanna Kahlert

19 Dec 2023

Four years ago today, the Covid-19 pandemic was but a rumour on the wind. Since then, it would be an understatement to say that much has changed. Digital entertainment consumption boomed and rapidly overwhelmed all forms of activity, making it almost hard to remember what entertainment was like pre-pandemic.

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MIDiA’s 2024 predictions report
The algorithm is not listening

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Perry Gresham, Kazia Rothwell and Ben Woods

December 2023

Business Strategy

2023 was another year of change and disruption. 2024 will be even more defined by change than the years that preceded it. But much of this change will be defined by reaction more than action. The unintended consequences of years of innovation have resulted in environments where many consumers are getting further away from their wants and needs, not closer.

The future revenue roadmap for ‘social’ platforms
Ads, subscriptions, and creator tools

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Hanna Kahlert

December 2023

Product Strategy

As social platforms take a prominent role in the businesses of both professional creators and entertainment companies, and user creativity expands, social platforms have an opportunity to diversify their revenue streams and evolve their USPs in this changing marketplace.

Music x Climate

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Hanna Kahlert

December 2023

Audience Insight

As 2023 draws to a close, and the United Nations Climate Change Conference takes place for the 28th year, it is an important time for the music industry to reflect on our impact on the environment and how we can do better. This could take a variety of forms.

Features versus fandom: Why TikTok is trying to become more like YouTube

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Hanna Kahlert

4 Dec 2023

TikTok’s emergence in Western markets shook the entire social media landscape, by reintroducing what Vine had done over a decade earlier: short-form video. The snappy, to-the-punchline clips were easy to make, easy to share, and easy to consume in a hyper-tailored feed that knew what users wanted to see almost before they saw it.

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AI copyright lawsuits beg the bigger question: How valuable is digital content?

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Hanna Kahlert

10 Nov 2023

The future of artificial intelligence (AI) is currently caught between earth-shaking promise on one side, and a tangle of ongoing litigation on the other. This week’s OpenAI keynote painted an exciting future for generative AI, with updates including customisation and integration capabilities for ChatGPT.

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Cutting loose the long tail in a rising culture of creative consumption

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Hanna Kahlert

27 Oct 2023

Media and Marketing

Recent news of Spotify’s reported plan to introduce two-tier licensing represents a significant departure from the incremental shifts we have seen thus far. With developments like Deezer’s new streaming royalty model with Universal Music Group, to X’s premium subscription, the tension between platforms hosting content from an ever-growing pool of creators, and creator remuneration for that content, is at a breaking point.

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Can subscriptions keep the lights on for social?

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Hanna Kahlert

19 Oct 2023

user-generated content

Digital advertising has long been the financial backbone of the digital world. It has underpinned the business models of the likes of Google and Meta, and its absence has been the value proposition of subscriptions, which now dominate digital entertainment.

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Does culture become a commodity, or do commodities become culture?

Cover image for Does culture become a commodity, or do commodities become culture?

Hanna Kahlert

5 Oct 2023

Cultural trends

More than three fourths of audiences believe that the music they listen to reflects who they are. This rises to more than four fifths of people aged 25-44. Music listening is also incredibly personal –roughly a third of people listen to playlists they curate themselves when exercising, hanging out with friends, working or studying, or just when they are out and about.

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Regulatory decisions around AI will shape the future of digital ecosystems

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Hanna Kahlert

27 Sep 2023

Looking back, the Francis Haugen testimony spelled a turning point for social platforms. It represents a moment where they, and tech more generally, went from being able to ‘build fast and break things’ with no one really paying attention, to an environment where not only users were watching closely, but regulators were too.

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Niche is the way forward: DSP’s need function, not features

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Hanna Kahlert

14 Sep 2023

It has never been easier to become a music creator. But, it has arguably never been harder to remain one as a full-time career. There are a whole host of reasons behind this, not least of which is a streaming economy that has upended the role of music in the daily lives of audiences, and a host of creator tools (including generative AI) that lower the barriers to music creation, to the point where nearly anyone can step over them with ease.

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The future of AI will orient around datasets… which will put the user in a front-and-centre blind spot

Cover image for The future of AI will orient around datasets… which will put the user in a front-and-centre blind spot

Hanna Kahlert

6 Sep 2023

The rise of generative AI has thrown the future of creators (of all industries) into question, with copyright being the key to how it all plays out. Models like ChatGPT have an input-output ‘black-box’ problem, which means that whatever goes into training the models cannot be traced to what comes out.

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Ad responsiveness in the era of content saturation

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Hanna Kahlert

August 2023

Audience Insight

The digital entertainment space is more saturated than ever, with content spread and duplicated across dozens of platforms, from social to streaming. Advertising and marketing teams face incredible competition and a tough economic environment in which to elicit spend from users.

Are social platforms responsible for weird objects being thrown at pop stars?

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Hanna Kahlert

29 Aug 2023

Media and Marketing

People have forgotten how to behave in public. Or at least, so contends a recent Vox article , which highlights recent instances of ‘fans’ throwing objects at pop stars during concerts and people scrolling TikTok in the cinema.

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Clutter versus curation: The cure to entertainment’s attention saturation woes

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Hanna Kahlert

18 Aug 2023

digital saturatoin

Attention economy

Across digital content –be that music, TV, social video, or just photos on Instagram – algorithms favour a “more is more” approach. More content, more often, means better visibility, better discovery, and better monetisation opportunities.

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AI is the new digital ad industry… but the stakes are far greater

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Hanna Kahlert

9 Aug 2023

Zoom has been making the news this week over its controversial new terms and conditions that now allow the service (in theory) to utilise user data to train its AI-assisted features. While the company has reassured the public that they need to opt into the usage, which is necessary to use its AI functions like generating transcripts, privacy concerns are still high.

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The X rebrand is Twitter’s Meta moment… but there’s already a Meta

Cover image for The X rebrand is Twitter’s Meta moment… but there’s already a Meta

Hanna Kahlert

26 Jul 2023

Meta’s launch of Threads has been the biggest challenger to Twitter’s social standing to date, with record-breaking uptake in its first weekend. However, Twitter still had an edge: an online culture that would be hard to regrow or replicate; existing creators and content ‘style’, and a brand reputation linked with critical cultural moments that the app played host to, from the US Trump election cycle to the theorising around Tiger King.

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Barbenheimer, the Hollywood strikes, and AI: Is film at a cultural turning point?

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Hanna Kahlert

20 Jul 2023

After an exciting boom period in film and TV productions made for digital-first streaming platforms, the downsides seem to be catching up. The Writers Guild of America (WGA) has been on strike since May 2nd (2023), signalling the biggest disruption to TV and film production since Covid-19.

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The future is interoperability: Why Threads could beat Twitter through the Fediverse

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Hanna Kahlert

12 Jul 2023

While Elon Musk has been posturing public beef with Mark Zuckerberg (challenging him to a cage match, practicing with former MMA champions, public callouts on Twitter, requesting very personal measurements), Zuckerberg has responded in a more traditional way (aside from his own training pictures) with the launch of Threads, Twitter’s biggest competitor to-date.

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Less is more, but it’s already all ‘too much’: The rise of digital disengagement

Cover image for Less is more, but it’s already all ‘too much’: The rise of digital disengagement

Hanna Kahlert

5 Jul 2023

A new Europol report has predicted that as much as 90% of all content on the internet could be ‘synthetically generated’ (made or modified by AI) by 2026. That is a two-and-a-half-year window and closing, with the end result being only a small minority of online content having been conceived of, much less created by, actual humans.

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