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.

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 .

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

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.

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

"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.

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

Cover image for Lean-through consumption

Lean-through consumption
Communities are key

Hanna Kahlert

31 Aug 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 suited to different contexts, with some lending themselves to more social behaviours than others.

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TikTok
A fandom community powerhouse

Hanna Kahlert

31 Aug 2022

Media and Marketing

The advent of social interactions over digital may seem like old news now, but they have their not-so-distant origins in web 1.0 pioneer AOL and web 2.0 innovator Myspace. Early platforms mimicked and enabled ‘in real life’ personal relationships, from direct messaging to a personalised page acting like a digital decorated locker.

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 in Q1 of this year, which was also attributed to the war in Ukraine and banning of Russia...

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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 and monetise superfans for all that they are worth.

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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 out, and retro was in; neon clothes took over the streets and House beats dominated the airwaves.

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Cover image for Re-creating the creator economy

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

18 Aug 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 are now a central component of the digital-entertainment economy.

Has the NFT and crypto hype met its match in an IRL cost-of-living crisis?

Hanna Kahlert

10 Aug 2022

crypto etherium NFT

Where have all the NFTs gone? Nine months ago, you could not go twenty minutes in the industry without hearing the term. The concept was intriguing, nebulous – a potential answer to the disquiet of a digital-entertainment industry seeking new clarity on the concepts of ownership and value in a str...

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If the future of entertainment is niche, how does the Meta approach fit in?

Hanna Kahlert

3 Aug 2022

Instagram Kim Kardashian Reels

The last week has undoubtedly been a hectic one for the developers of Instagram, which recently began trialling a TikTok-esque, video-first focus on its app to some users. The update was not well received, with Kylie Jenner and Kim Kardashian themselves coming out and sharing the plea to “make Ins...

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