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 Lean-through listening

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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Cover image for Unlocking the saturation conundrum

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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The moment is here for social platform disruption

Hanna Kahlert

2 Nov 2022

Twitter elon musk Social media

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 “Entering Twitter HQ – let that sink in!”.

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Cover image for Social media marketing is becoming its own cultural moment

Social media marketing is becoming its own cultural moment

Hanna Kahlert and Ashleigh Millar

31 Oct 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 behaviours, are less tolerant of ads, and want more authenticity in their digital social lives.

Cover image for 'Unholy' goes viral

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

Hanna Kahlert and Ashleigh Millar

31 Oct 2022

TikTok Marketing Strategy Media and Marketing

Music marketing has thrived in the world of TikTok, but it is about much more than just generating awareness now. Sam Smith and Kim Petras’ recent release, ‘Unholy’, illustrates a successful execution of a marketing campaign done with lean-throughengagement in mind.

Cover image for After digital

After digital
The search for a cheaper cultural moment

Hanna Kahlert

28 Oct 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 their financial resources, these audiences will increasingly employ their digital-savvy pandemic learnings in the way that they consume entertainment...

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; the official version aired Sunday / Monday in 4K.

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

Hanna Kahlert

12 Oct 2022

Meta Snapchat attention inflation

TikTok shook the social world two years ago by introducing its classic user-generated content (UGC) video feed and a suite of creator tools, thereby becoming a runaway success. Since then, innovation has slowed.

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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 driving high-margin revenues .

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Cover image for The shift indoors

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

Hanna Kahlert

30 Sep 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 compounded by serious global events and a cost-of-living crisis which will reduce the money audiences have available to spend on digital entertainmen...

Cover image for Culture booms creatively when under constraint

Culture booms creatively when under constraint
The rise of house music

Hanna Kahlert

30 Sep 2022

Media and Marketing

Digital-first entertainment has changed the way that genres and creativity, can emerge and thrive in music and beyond. Independent creators are empowered by powerful recommendation algorithms to find their core bases of superfans; meanwhile, labelsstill can push select superstars to the forefront of cultural consciousness.

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 more competitive than ever, in addition to touring being hit hugely by the pandemic lockdown and ...

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Cover image for Content is king, distribution is queen but retention is revolutionary

Content is king, distribution is queen but retention is revolutionary

Tim Mulligan and Hanna Kahlert

22 Sep 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, SVP of Marketing at BritBox, Nii Mantse Addy, CMO and Head of Marketing at Philo, Nina Laricheva, CEO of Marquee TV, and Hanna Kahlert, Media a...

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

Hanna Kahlert

21 Sep 2022

underground recession cost-of-living crisis

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 just been launched in the UK, which ministers “hope will prevent a wave of corporate collapse�...

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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 attention and spend.

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"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 lead actor Harry Styles himself , “like, it feels like a movie.

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