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 Not all social entertainment behaviour is created equal

Not all social entertainment behaviour is created equal
Audience deep dive

Hanna Kahlert

3 Jul 2023

Spotify YouTube Xbox

Social is an integral part of entertainment consumption This report presents key data and insights about the advanced overlaps between social behaviour (both on digital platforms and in real life) and entertainment consumption. It looks at data from nine markets, featuring segments of social platform users and the audiences of different forms of en...

Social platforms are going niche: the end of copycat features

Hanna Kahlert

28 Jun 2023

Social Reddit Facebook

It has long been a recurring strategy for social platforms to borrow one another’s successful features – to the benefit of the incumbents, and the difficulty of new players trying to break through.

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Apple’s Vision Pro may (finally) be VR’s turning point, but where is it going?

Hanna Kahlert

7 Jun 2023

VR Apple digital detox

Virtual Reality has been ‘just around the corner’ for more than a decade. Any day now, it would seem, it must finally have its moment. So far it has been held back by high cost, little to offer on the headsets, and somewhat janky lag and resolution tendencies.

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Fandom and identity
For fans, entertainment goes beyond enjoyment of content

Hanna Kahlert

1 Jun 2023

YouTube Instagram Snapchat

Across entertainment, fandom is used to judge, predict, and generate successful commissioning and distribution strategies. Fandom indicates reliable audiences who will spend money on propositions and come back for more at the next instalment. It shows who will buy merchandise, attend shows and events, or purchase in-game cosmetics.

Cover image for Taylor Swift and the art of building a fanbase

Taylor Swift and the art of building a fanbase

Hanna Kahlert

1 Jun 2023

Fandom Audience Insight

Fandom is about more than just content. Audiences consider the music they listen to as reflective of who they are, comparable to the clothes they wear or the places they go. Fans consider their scenes to be communities of like-minded people where they can be themselves.

Are we approaching the age of digital disengagement?

Hanna Kahlert

1 Jun 2023

Media and Marketing Cultural trends

Digital entertainment, despite its mild correction from the lockdown-boom period, is still at record levels of engagement. More content is being created than ever before, more efficiently and cost-effectively, across games, music, and video.

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Social media regulation is imminent; here is how it will shape the future of entertainment

Hanna Kahlert

24 May 2023

Media and Marketing Critical Developments

Last week, the US state of Montana banned (new downloads of) TikTok within its borders. This week, the US surgeon general has issued an official advisory about the negative mental health impacts of social media on young people.

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TikTok has been banned in Montana: an early blow in a larger battle

Hanna Kahlert

18 May 2023

Media and Marketing

The TikTok ban in Montana does not come as a huge surprise, with the state having threatened to do so in the wake of the recent hearings of the company before congress. It also cannot do much; users who already have the app can continue to use it, and in a state of a roughly 1.

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Social content platforms are set to compete with everything in entertainment

Hanna Kahlert

17 May 2023

Social Twitter TikTok

Or at least, they will try to. TikTok is already a hub of creativity and consumption to match the changing preferences of a digital-native (and increasingly mobile-first) generation who have spent much of their entertainment lives in an environment of attention saturation.

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The new need for scarcity, and why the next big leap in entertainment has not happened yet

Hanna Kahlert

11 May 2023

AI hype cycle scarcity

AI has dominated discourse in the entertainment industry and beyond for most of this year. As a tool it poses opportunities for some and threats for others. As a dynamic shift it will usher in a content boom that will make the previous few years of streaming dilution and attention saturation seem sm...

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Cover image for Web 3.0 is here

Web 3.0 is here
Navigating the new culture of digital entertainment

Hanna Kahlert

2 May 2023

Spotify YouTube Netflix

AI has already hit entertainment at the industry level – and the impacts on audience culture will not be far behind. A variety of AI tools are now readily available on ‘fremium’ tiers at a consumer level. Companies may be looking towards what the new world of web 3.

Cover image for Covers.ai and why Universal Music Group’s call to keep AI away from streaming platforms may be too little, too late

Covers.ai and why Universal Music Group’s call to keep AI away from streaming platforms may be too little, too late

Hanna Kahlert

2 May 2023

Media and Marketing

After a song featuring the voices of Drake and The Weeknd, generated by AI, went viral on TikTok and was posted across streaming platforms, Universal Music made an open appeal to streaming platforms to remove AI-generated songs, and to stop allowing the bots to train on their catalogues.

Cover image for AI and the future of music

AI and the future of music
The future is already here

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

2 May 2023

Spotify SoundCloud Netflix

Unlike most new technology hype cycles, the impact that artificial intelligence (AI) has on the world is already surpassing expectations. Within the music industry, AI will largely be an enabler and accelerant of already-existing trends and market shifts: the growth of self-releasing artists, the consumerisation of music-making, and the resulting o...

Cover image for An AI-generated Drake and The Weeknd collab is shaking the music industry

An AI-generated Drake and The Weeknd collab is shaking the music industry

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

2 May 2023

Music

The rapid deployment of musical “deepfakes’’ on social media illustrates just how quickly artificial intelligence (AI) is already reshaping the music industry. Deepfakes are a type of AI that can create convincing replicas of real people, whether in the image, video, or audio format.

The future of entertainment lies in collaborating with audiences themselves

Hanna Kahlert

26 Apr 2023

creat creator tools AI

After two years of the Covid boom, the tide that buoyed tech and digital entertainment companies has begun to recede. The likes of Meta, Netflix, and even Apple and Alphabet have all seen stock dips, largely due to inflation and market uncertainty.

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Solving the problems of AI require defining what it is… and these lines are tricky to draw

Hanna Kahlert

20 Apr 2023

AI Artists direct Media and Marketing

Universal Music Group has released a statement asking streaming platforms like Spotify and Apple Music to stop allowing AI’s to train on their datasets, and to remove AI music (largely in the wake of the viral AI-generated hit ‘Heart On My Sleeve’, made in the style of The Weeknd and Drake).

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The next AI battleground will be around datasets, not just functionality

Hanna Kahlert

12 Apr 2023

AI privacy data privacy

The conversation about AI has permeated every level of every industry, from architecture to music to politics. What it is, what it can do, and what it should be allowed to do are all hot topics –and yet, the answers are perhaps more simplistic than might be expected from all the hype.

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Why TikTok and the future of social is now on trial

Hanna Kahlert

5 Apr 2023

TikTok Social Twitter

The last two weeks have seen social platforms, especially TikTok, abuzz with clips of TikTok CEO Shou Zi Chew’s hearing before the US congress, answering lawmakers’ questions about the social media app’s data protections for users and its relationship with China.

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Cover image for Social platform user snapshot

Social platform user snapshot
Q4 2022

Hanna Kahlert

3 Apr 2023

Audience Insight Media and Marketing

This slide deck presents a snapshot of different social platform users, including age breakdowns, activity on social platforms, and cross-platform usage. It covers Facebook, YouTube, Twitter, WhatsApp, Pinterest, Instagram, Snapchat, Discord, and TikTok.

AI is impacting industry today; here is how it will affect culture tomorrow

Hanna Kahlert

29 Mar 2023

AI chat GPT artificial intelligence

It is clear that AI is here to stay – and its impact on digital entertainment (and beyond) will be as tectonic as the emergence of the smartphone . Already, business developers are using OpenAI’s GPT-4 to write everything from product-centric poems about coffee machines to marketing plans and pr...

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