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.

Q2 2024 music market metrics: bifurcation is here

Cover image for Q2 2024 music market metrics: bifurcation is here

Mark Mulligan

19 Sep 2024

Music streaming

There are so many music industry metrics and financial results flying around these days that it can be difficult to keep up with them all. Don’t worry, we’ve got you. MIDiA has just published the first edition of a brand-new report series: quarterly music metrics.

min read

Music publishing forecasts: strong growth and more to come

Cover image for Music publishing forecasts: strong growth and more to come

Mark Mulligan

15 Aug 2024

Music publishing

publishing forecasts

Following hot on the heels of our future of songwriting report , MIDiA is pleased to announce the release of our latest music publishing forecasts report . Here are some highlights. Thus far, the 2020s have been a good decade for the music publishing industry.

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MIDiA Research 2024-2031 global music publishing forecasts
Managed change

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Mark Mulligan

July 2024

Business Strategy

Thus far, the 2020s has been a good decade for the music publishing industry. Revenues have continued to grow, streaming royalty rates have improved – spurred by favourable royalty rates board rulings in the US – and institutional investment has flowed into publishing catalogues, even after rising interest rates.

The frequency factor - when daily just isn’t enough

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Mark Mulligan

22 Jul 2024

Entertainment behaviour

media consumption

Daily Active users

In our digital lives today, we tend to use our favourite apps throughout the day. So, why does the entertainment tech industry still focus on daily, weekly, or, in way too many cases, monthly usage (we’re looking at you, Spotify!).

min read

Entertainment behaviour
The frequency factor

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Mark Mulligan

July 2024

Audience Insight

This report presents a holistic view of entertainment behaviour for music, video, games, social, and audio. Traditionally, entertainment services report users in terms of monthly, and occasionally weekly or daily users. This report goes much deeper into user behaviour by additionally measuring how many times a day consumers use apps as well as when...

The state of the video creator economy
Creativity in a streamlined world

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Mark Mulligan, Tim Mulligan and Ben Woods

July 2024

Business Strategy

Creator economy

The video creator tools industry is primed for turbo-charged growth as artificial intelligence (AI) accelerates the consumerisation of creation. While the opportunity is significant, a considered approach is needed to ensure AI elevates the creator economy’s success at turning passive consumers into monetisable creators.

OpenAI's Sora
From hype to pragmatism

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Mark Mulligan, Tim Mulligan and Ben Woods

July 2024

Business Strategy

Read the case study …

Music isn’t getting worse, genre is

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Mark Mulligan

10 Jul 2024

A couple of weeks ago Rick Beato put out a video titled “ The real reason why music is getting worse” . The core arguments centre around too many people making music, and tech making it both easier to make music and for people to be lazy creators.

min read

Mainstream is the new niche

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Mark Mulligan

14 Jun 2024

Five years ago, we made the call that ‘niche is the new mainstream’ . Today, this dynamic is so fundamental to music and culture that we are firmly in the stage of second order consequences. Superstars are getting smaller, the long tail is getting longer, and rightsholders are bringing in earnin...

min read

Sustainability from chaos
How today’s artists find sustainable success in a turbulent music industry

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Mark Mulligan, Keith Jopling, Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Fernanda Balzaretti and Ula Kalkyte

June 2024

Audience Insight

Success in the modern music industry has been transformed by the streaming era. Previous markers and methods, such as national charts and radio plays, have been replaced by streaming playlists and social platforms. Yet, while executives can look at high-level metrics across their portfolios, individual artists struggle with the increasingly persona...

MIDiA Research 2024-2031 global music forecasts
Rise of the Global South

Cover image for MIDiA Research 2024-2031 global music forecasts

Mark Mulligan, Tatiana Cirisano and Perry Gresham

May 2024

Business Strategy

The 2024 edition of MIDiA’s global music forecast captures a market at a crossroads. With limited streaming user growth remaining in the West, revenue growth will be fuelled by price rises and ARPU increases, as well as expansion in emerging markets, albeit at lower ARPU.

MIDiA Research 2024-2031 global music forecasts | Rise of the Global South

Cover image for MIDiA Research 2024-2031 global music forecasts | Rise of the Global South

Mark Mulligan

23 May 2024

music forecasts

streaming forecasts

midia forecasts

It appears to be the time of year for music forecasts. Today, MIDiA is proud to announce the release of our global music forecasts report, which marks the tenth year of us building these! The full 75+ page report and 40+ page datasheet for 45+ countries and regions, is available to MIDiA clients and...

min read

Electronic music, fandom, and the rise of the Global South

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Mark Mulligan

9 May 2024

Electronic music market

dance music market size

I recently presented the tenth edition of the IMS Business Report at the Ibiza-based conference. In MIDiA’s second year creating the report, the findings reveal a global electronic music industry that not only has positive revenue trends but is also experiencing a global cultural resurgence.

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Bifurcation theory
How today’s music business will become two

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Mark Mulligan and Tatiana Cirisano

April 2024

Business Strategy

The music business is bifurcating, with streaming emerging as the place for mainstream music and lean-back consumption, and social as the spiritual home of fandom and the creator economy. In this report we will explore how today’s music business challenges are setting in motion a new, bifurcated business.

Bifurcation theory | How today’s music business will become two

Cover image for Bifurcation theory | How today’s music business will become two

Mark Mulligan

18 Apr 2024

Bifurcation theory

future of music

One of things we pride ourselves on at MIDiA is helping the marketplace peer over the horizon with disruptive, forward-looking ideas and vision. We have a long track record of doing this (you can find a list of report links at the bottom of this post).

min read

Can’t cross the moat? Walk around it

Cover image for Can’t cross the moat? Walk around it

Mark Mulligan

12 Apr 2024

Creator economy

consumer creation

The music business is bifurcating. On one side, a new AI, fandom, and creation centred business is coalescing. On the other, the traditional business is pulling the draw bridge over its moat by pushing up streaming royalty thresholds to ensure the soon-to-explode long tail knows it is not welcome.

min read

Fan economy: expanded rights are worth $3.5 billion, now what?

Cover image for Fan economy: expanded rights are worth $3.5 billion, now what?

Mark Mulligan

3 Apr 2024

expanded rights

MIDiA recently, and exclusively, revealed that expanded rights now represent 10% of the recorded music market with revenues of $3.5 billion. These revenues, derived principally from monetising the brand of the artist (merch, sponsorships, branding, live, etc.

min read

Is Audiomod the future of streaming, or just the beginning?

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Mark Mulligan and Tatiana Cirisano

March 2024

Read the case study …

Recorded music market 2023
Back to life

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Mark Mulligan

March 2024

Business Strategy

After a slower 2022, the global recorded music market returned to strong growth in 2023. It was, however, also the first year that the artists direct segment lost market share, with changes to the streaming ecosystem already beginning to take effect. This report presents recorded music market revenues by format as well as market shares for key labe...

Global recorded music revenues grew by 9.8% in 2023

Cover image for Global recorded music revenues grew by 9.8% in 2023

Mark Mulligan

18 Mar 2024

recorded music 2023

recorded music revenues

Growth is back! After a slower 2022, global recorded music revenues grew by 9.8% in 2023 to reach $35.1 billion, compared to 7.1% in 2022, which means that the market is now more than double (124.5%) the size it was in 2015.

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