Hanna Kahlert | MIDiA Research

The moment is here for social platform disruption

Hanna Kahlert

2 Nov 2022

After more than half a year of contradicting statements, lawsuits, countersuits, and bad memes, Elon Musk finally owns Twitter. Act one: taking a photo with a sink in the Twitter HQ, and captioning it...

min read

Social media marketing is becoming its own cultural moment

Hanna Kahlert and Ashleigh Millar

October 2022

Spotify

YouTube

Facebook

Audiences are changing the ways they interact with entertainment, as well as how they respond to advertising and marketing designed to promote it. Audiences are increasingly creative and engage in lean-through...

'Unholy' goes viral
Social media marketing campaigns need audience support

Hanna Kahlert and Ashleigh Millar

October 2022

TikTok

Marketing Strategy

Media and Marketing

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After digital
The search for a cheaper cultural moment

Hanna Kahlert

October 2022

Spotify

Pandora

SoundCloud

Audiences are becoming ever-more creative and this proclivity will come into its own over the coming period of economic, social, and political turbulence. To reconnect with each other while conserving...

House of spoilers: Leaks are bad for services, but good for fans

Hanna Kahlert

26 Oct 2022

spoiler

latency video

tv shows

The finale of House of the Dragon aired this Sunday (or Monday, for countries to the east of the US), culminating a wildly successful first season of HBO’s first Game of Thrones spinoff. To be specific;...

min read

User-centric versus feature-centric: the future of social platforms

Hanna Kahlert

12 Oct 2022

How can entertainment reintroduce scarcity in a time of attention over-saturation?

Hanna Kahlert

5 Oct 2022

scarcity

Entertainment

Music

Spoiler alert, to the disappointment of some: it is not going to be NFTs. Scarcity, real or artificial, is what drives value. The diamond industry is perhaps the most obvious example of managed scarcity...

min read

The shift indoors
Entertainment audiences’ search for the affordable and the meaningful

Hanna Kahlert

September 2022

Apple TV

Netflix

Disney

The Covid-19 entertainment boom is over; we are now in a highly competitive attention recession characterised largely by the attention inflation driven from accelerating rates of multitasking. This is...

Culture booms creatively when under constraint
The rise of house music

Cover image for Culture booms creatively when under constraint

Hanna Kahlert

September 2022

Media and Marketing

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What happens when the “relentless toll” of the music industry meets the creator economy in a cost-of-living crisis?

Hanna Kahlert

29 Sep 2022

underground

cost of living

Music

The music industry is in a cultural crisis. It is more demanding than ever to be a successful artist, with the work required to meet the demands of social algorithms and to cut through the clutter being...

min read

Content is king, distribution is queen but retention is revolutionary

Tim Mulligan and Hanna Kahlert

September 2022

Free Report

Video

Music

Games

Retention is the new cornerstone of subscription in an era of accelerating disruption. On the 22nd of September, 2022, at 4:30 pm BST, MIDiA's lead video analyst, Tim Mulligan, will be joined by Nada Arnot,...

The cost-of-living crisis will give rise to a new and powerful underground scene

Hanna Kahlert

21 Sep 2022

underground

recession

At this point, everyone – in entertainment and beyond – should be planning for a difficult financial winter. According to the Financial Times , an emergency government scheme capping energy bills has...

min read

Social media platforms are now content platforms (and not all of them are competing the same way)

Hanna Kahlert

14 Sep 2022

Social media

UGC

Content

As we move into an autumn that is haunted by the cost-of-living crisis, entertainment propositions are being forced to increasingly compete for what is left of the pandemic-driven entertainment boom of...

min read

"The meme made me do it": Why consumption often has nothing to do with what is being consumed

Hanna Kahlert

7 Sep 2022

meme

morbius

gentleminions

The powerhouse cast and director of Don’t Worry Darling gathered for the film’s premier this week in Venice, enjoying a five-minute standing ovation and critically acclaimed reviews. In the words of...

min read

Lean-through consumption
Communities are key

Cover image for Lean-through consumption

Hanna Kahlert

August 2022

Spotify

YouTube

Netflix

Entertainment consumption is increasingly shaped by context, as consumers are driven by attention saturation to overlap behaviours as well as choose between them. Different forms of entertainment are better...

TikTok
A fandom community powerhouse

Hanna Kahlert

August 2022

Media and Marketing

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The cost-of-living crisis is here; it just has not hit entertainment yet

Hanna Kahlert

31 Aug 2022

recession

cost of living

Entertainment

The attention crunch in the wake of ended lockdowns and resumption of ‘in real life’ (IRL) activities has not been as pronounced as feared. Hints of it have been visible in the drop in Netflix subscriptions...

min read

Hate-watching: The rise of contextual consumption

Hanna Kahlert

24 Aug 2022

binge viewing

hate watching

Netflix

In the over-saturated entertainment ecosystem , attention is the name of the game. All propositions are competing for the most focused attention, striving for more dynamic engagement , and trying to find...

min read

If the cultural ‘in’ cycle is speeding up, what will sustain entertainment?

Hanna Kahlert

19 Aug 2022

Entertainment

Cultural trends

attention recession

When the first season of Stranger Things entered the zeitgeist in 2016, its set, soundtrack, and all-around vibes fit perfectly with the 80’s cultural revival of the time. Americana ‘hipster’ was...

min read

Re-creating the creator economy

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst

August 2022

Apple

Spotify

YouTube

Streaming first democratised the means of consumption, then distribution, and now production. Though the promise of the long tail may not have materialised quite as expected, long-tail and mid-tail creators...