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.

Are subscriptions the future of social apps?

Hanna Kahlert

22 Feb 2023

Social Subscriptions Twitter

When Elon Musk took over Twitter, he was publicly faced with a seemingly impossible ask: make the iconic, culture-defining, long-standing social app (consistently) profitable. At the time of acquisition, Twitter did not have the same thriving ad business as Meta, and so Musk was forced to look at al...

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Year of change
Themes that will shape entertainment in 2023

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Ben Woods and Srishti Das

15 Feb 2023

Spotify YouTube Amazon

This report deep dives into the themes identified in MIDiA’s 2023 predictions report. These themes will drive innovation in the digital entertainment landscape in 2023 across music, video, games, audio, cultural trends, and the creator economy. Expect 2023 to be a of period significant disruption and innovation forced upon the digital entertainme...

Love is (not) sharing a password: Why Netflix’s crackdown on account sharing is a longer-term gamble

Hanna Kahlert

15 Feb 2023

Media and Marketing Audience Insight Netflix

After a successful trial in Latin America, Netflix is planning to roll out its solution to account sharing worldwide over the next year, called ‘ paid sharing ’. For every user on an account who does not share the same IP address as the account holder, the account holder will be charged an addit...

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Reintroducing scarcity
How entertainment can find value amid the growing digital clutter

Hanna Kahlert

1 Feb 2023

Apple TV Disney Instagram

Games, sports, music, video, audio, and social content all compete not only for consumers’ attention (and money), but also their fandom. However, the oversaturation of content is devaluing entertainment itself, by overly commodifying it. Entertainment businesses and content providers will need to rethink how to generate better value for audiences...

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How OpenAI fits into the growing need for scarcity in digital entertainment

Hanna Kahlert

1 Feb 2023

Media and Marketing

Digital entertainment has seen a boom in content production, with more songs, TV shows, and games released at a faster rate than ever to compete for audience’s attention. However, audiences have no available time left over to spend on entertainment, and the cost-of-living crisis is affecting their available spend as well.

Making artists heard: Women in the music industry

Hanna Kahlert

1 Feb 2023

Music Cultural trends

In and among the chaos of Eurosonic, MIDiA sat down for a fireside chat with artist Marina Herlop to talk about what it is like to be a producer in the music industry today. Or, more specifically, what it is like to be a female music producer – who are wildly outnumbered by men, at 38 to 1 .

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ChatGPT raises new potential for NFTs

Hanna Kahlert

25 Jan 2023

Media and Marketing Cultural trends NFT

AI is here with a quickly-growing army of bots that will happily make anything a user commands, be that do their homework, write them a song, draw them concept art of a film they wish had happened – and undoubtedly more to come.

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Pivot point
MIDiA 2023 predictions

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Ben Woods

12 Jan 2023

Free Report

Business Strategy

MIDiA analysts dive into our 2023 predictions, and why we believe it will be the ' pivot point '. Watch the webinareither on YouTube or LinkedIn ....

Artificial 'intelligence' is the new smartphone (for better and for worse)

Hanna Kahlert

11 Jan 2023

Media and Marketing AI ChatGPT

Long have we awaited the coming of the next new smartphone moment . 2022 saw some false starts: the metaverse, NFTs, VR (again). All have lingered in the shadows of their own potential, with no real momentum elsewhere.

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Social platform user snapshot Q3 2022

Hanna Kahlert

4 Jan 2023

Social media Audience Insight Media and Marketing

This slide deck presents a snapshot of different social platform users, including age breakdowns, time spent on social overall, time spent creating content, and ad tolerance. It covers Facebook, YouTube, Twitter, WhatsApp, Pinterest, Instagram, Snapchat, Discord, and TikTok.

Why TV is at risk of losing its cultural value

Hanna Kahlert

21 Dec 2022

Fandom tv shows Warner Bros Discovery

Humans have been telling stories since they first looked at the sky and decided that clusters of stars resembled scorpions and centaurs. Storytelling is intrinsic to culture. It builds relationships, religions, national identities, and hope in dark times.

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2023 MIDiA predictions
Pivot point

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Kazia Rothwell and Ben Woods

20 Dec 2022

Apple YouTube Amazon

In this report, MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, games, marketing, audio and cultural trends in 2023 and beyond. Themes for 2023: Cost-of-living crunch: Entertainment spending will weaken, but some formats will fare better than others Perceived value wil...

The future lies beyond tech – a long(er) read

Hanna Kahlert

14 Dec 2022

metaverse NFTs VR

As entertainment companies start planning their next big steps for the coming year, the success and failure of their strategic decisions will hinge on one big, and perhaps surprising, existential question : is this it for the tech industry? Planning for 2023 seems to mean planning for disruption, an...

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Why HBO Max being back on Amazon Prime highlights the growing risk of piracy

Hanna Kahlert

8 Dec 2022

piracy P2P download Streaming

Warner Bros. Discovery and Amazon have announced that HBO Max will become available on Prime Video channels in the US, with users able to subscribe through the Amazon platform. HBO Max was previously withdrawn from Amazon Channels in 2021 due to a dispute over data sharing (Amazon Channels provides ...

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Lean-through listening
The impact of context on consumption and ad responsiveness

Hanna Kahlert

30 Nov 2022

Media and Marketing

This slidedeck features data from MIDiA’s Q3 2022 Consumer Survey, looking at segments ofmusic listeners, and their listening and discovery behaviours. This coversmusic services consumption, music video viewing, music downloading, playlistcuration behaviour, attending concerts, and more.

The economic crunch will reorient consumption around reasons, not ways, to spend attention

Hanna Kahlert

30 Nov 2022

Media and Marketing Cultural trends

The past few weeks have demonstrated that the economic downturn is not only affecting consumer spending, but corporate strategy as well. Venture capital investors are rethinking red flags , Amazon is rethinking its long-term bets , Facebook has acknowledged a downturn in consumer reach, and Twitter ...

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Lean-through listening: how does context impact consumption?

Hanna Kahlert

23 Nov 2022

Media and Marketing Cultural trends

Streaming has changed music listening dramatically, turning what was once a thoughtful, attention-intensive activity to a primarily ambient background media format. Or has it? Elevator jazz is far older than YouTube’s ‘lo-fi playlist to chill / elevator to’, and the invention of headphones and...

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Tumult at Twitter shines a light on a deflating tech bubble

Hanna Kahlert

17 Nov 2022

tech Meta Twitter

Elon Musk’s takeover of Twitter has had a rocky start. A lack of a clear corporate and product strategy has alienated advertisers and users alike. Twitter’s brush with profitability is now being replaced by serious concerns over the platform’s long-term future direction.

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Unlocking the saturation conundrum
Key video trends going into 2023

Tim Mulligan, Hanna Kahlert, Samuel Griffin and Ben Woods

14 Nov 2022

A key challenge confronting the video streaming landscape in the current attention inflation era is maintaining engagement. Up until now, video streaming has been fixated on growth. In a saturated marketplace buffeted by the cost-of-living crisis, the strategic focus has shifted towards retention both of in terms of subscribers for subscription vid...

Is Mastodon the beginning of the social platform revolution?

Hanna Kahlert

9 Nov 2022

Social media social platform mastodon

Elon Musk’s takeover of Twitter last week has raised serious questions about the future of the app, and about the future of social platforms overall . As the likes of TikTok move social into the category of content, and new, use-specific social platforms begin to take off, it seems that not only i...

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