Mark Mulligan

Mark Mulligan is a music analyst and the founder at MIDiA Research. He is a long-term tech analyst and a leading digital thinker with more than 20 years of experience, working with leading global music, entertainment, and tech companies. At MIDiA, Mark focuses on the streaming and creator economies, as well as music business trends and market metrics such as forecasts and market shares.

We’re hiring!

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Mark Mulligan

2 Nov 2020

MIDiA Research is hiring for a consultant to join our fast growing consulting division. Want to be a part of exciting strategic projects, helping some of the world’s biggest entertainment companies solve market shaping projects? Then send us your CV! More details on the role and how to apply here.

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State of the YouTube Music Economy 3.0
End of the Beginning

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Mark Mulligan

October 2020

Spotify

YouTube

YouTube

This is the third bi-annual report of its kind, providing the most comprehensive view available of the YouTube music economy. It presents data for revenues, royalty payments, streams, subscribers, user behaviour and user demographics. We explore success factors, cultural trends, monetisation frameworks and contextualise music’s performance agains...

Spotify Q3 2020: What price growth?

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Mark Mulligan

29 Oct 2020

Spotify reported another strong quarter in Q3 2020, with subscriber growth up 27% year-on-year (YoY) and ad-supported user growth up 21%. Spotify continues to set the pace for the global streaming market and has demonstrated that streaming has proven resilient to lockdown.

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Post-Pandemic Programming

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Mark Mulligan

29 Oct 2020

COVID-19 caused dislocation and disruption to the global entertainment business. Now, the recession and the prospect of further pandemic peaks create an unprecedented outlook for entertainment companies.

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The Rising Power of UGC

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Mark Mulligan and Keith Jopling

October 2020

user-generated content

About this report Audible Magic has commissioned MIDiA to produce a White Paper on the rising power of UGC and the untapped opportunity to monetise the growth in UGC consumer behaviours and new platforms. We will examine the growth of new platforms, use cases and ‘music and content put to purpose’.

How YouTube can be a music industry growth driver

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Mark Mulligan

23 Oct 2020

In the coming weeks MIDiA will be presenting the third edition of its biannual YouTube music report, State of the YouTube Music Economy 3.0: End of the Beginning. This is a major report that presents the definitive traits of the YouTube music economy, including revenues, royalty payments, streams, s...

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Podcasts Q2 2020: Spotify takes an early lead

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Mark Mulligan

20 Oct 2020

MIDiA has just published its latest Podcast report, P odcasts Q2 2020: Spotify Takes an Early Lead . In it we present data from MIDiA’s quarterly survey that presents a comprehensive view of podcast user behaviour, who podcast listeners are, how it stacks up against radio and music streaming liste...

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HomePod Mini: Apple’s pandemic-era product

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Mark Mulligan

15 Oct 2020

Apple’s Tuesday product announcement showcased its 5G iPhones, but also included the launch of the new $99 HomePod Mini. Though it might have looked like a supporting act for the launch, its strategic importance should not be underestimated – especially in the context of how Apple competes with ...

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Podcasts Q2 2020
Spotify Takes an Early Lead

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Mark Mulligan

October 2020

US

UK

France

Podcasts have become the next battle front for audio. Spotify’s ambitious content and product strategy have enabled it to become an early leader, but the podcast market is still in its infancy, with adoption far lower than radio or streaming music. Podcasts have greater long-term market potential than music streaming but with many divergent objec...

BBC Sounds
BBC Sounds sets a blueprint for broadcaster podcast strategy

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Mark Mulligan

October 2020

Digital audiences

Read the case study …

Why Rishi Sunak is both wrong and right

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Mark Mulligan

8 Oct 2020

Earlier this week the UK Chancellor of the Exchequer Rishi Sunaksuggested that creatives such as musicians who had seen income dry up during COVID-19 should consider retraining for the new ‘opportunities’ the lockdown economy is generating.

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Independent Artists
Pathfinding Through a Pandemic

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Mark Mulligan and Keith Jopling

September 2020

artist income

Independent artists

Music streaming

2019 was yet another stand-out year for independent artists, with revenues, streams and market shares all growing strongly. Then, along came COVID-19 and the world turned upside down. However, in lockdown many independent artists found new opportunities and the ability to innovate and create.

Independent artist creativity and innovation in the age of COVID-19

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Mark Mulligan

30 Sep 2020

Independent artists

The COVID-19 pandemic has turned the music industry upside down in many ways but among the direct artists community there have also been signs of resilience and creativity in the face of adversity. For these ‘unsigned’ artists, 2020 is both the best of times and the worst of times.

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So, how can artists and songwriters can get paid?

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Mark Mulligan

25 Sep 2020

COVID-19’s decimation of the live music business coupled with the coming collapse in performance revenues due to closed shops, restaurants, bars and clubs mean that many (though not all) artists and songwriters are left with gaping holes in their incomes.

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MIDiA Research Artist Survey Q2 2020

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Mark Mulligan and Keith Jopling

September 2020

Independent artists

charts

music artists

This deck presents findings from MIDiA's Q2 2020 survey of music artists, assessing the impact on their careers in the wake of the coronavirus. It consists of 13 charts / graphs / table slides. The full report will be available in October 2020....

Music Subscriber Market Shares 4.0
Subscriptions Decouple from Revenue

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Mark Mulligan

September 2020

Subscriptions

Streaming

Music Subscriptions

This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report with quarterly data from Q4 2015 to Q1 2020 and annual label trade revenue from full year 2015 to full year 2019 for 27 streaming services across 34 different markets.

Why Kanye West is the modern-day Prince

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Mark Mulligan

18 Sep 2020

Not ‘prince’ in the Machiavelliansense of the term – though there is an argument for that too – but as in the artist formerly known as. Back in 1992, Prince fought his label Warner Bros to get ownership of his rights and more creative control, struggling to get out of a deal he signed when h...

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Quick Take: Apple One – Recession Buster

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Mark Mulligan

15 Sep 2020

Apple officially announced its long anticipated all-in-one content bundle: Apple One. $14.95 gets you Apple Music, Arcade, Apple TV+ and 50GB of iCloud storage. A family plan retails at $19.95 and a premier plan includes 1TB storage, News and Apple’s new Fitness+ service.

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Why the struggle of small venues will affect the entire music industry

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Mark Mulligan

11 Sep 2020

Prior to the dislocation caused by the pandemic, live music operated with a structure that gave artists a clear sense of where they were in their careers and where they could aim for next. Small clubs represented the starting point, before moving up a ladder of venue sizes to theatres, arenas and st...

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Take part in MIDiA’s electronic music producer survey!

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Mark Mulligan

10 Sep 2020

MIDiA is currently fielding a survey aimed at electronic music producers. It takes about ten minutes to complete and there is a $/€/£50 voucher for every tenth participant. We will also send you a synopsis of the results.

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