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.

MIDiA Research 2023-2030 global music forecasts
Speed bump

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Mark Mulligan
Business Strategy
2022 was a tumultuous year for the global economy, with factors such as high rates of inflation, rising interest rates, a growing cost-of-living crisis, post-Covid supply chain issues, and the Russo-Ukrainian war causing economic dislocation.While the recorded music business was far less affected than many other industries, it was impacted, especially in ad-supported formats, due to the softening of the digital ad market.
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Data briefing
South Korea music market

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Mark Mulligan
Business Strategy
This report presents key music market metrics for South Korea. All data is domestic SouthKorean data unless otherwise stated below. The datasets leveraged for this report include: Music company financials and market shares. This data refers to revenue generated by South Korean companies and thus includes both domestic and international revenue MIDiA Research music subscriber market shares MIDiA Research music market forecasts MIDiA Research consumer survey Q4 2022 (fieldedDecember 2022).
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AI and the future of music
The future is already here

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Mark Mulligan, Hanna Kahlert and Tatiana Cirisano
Spotify
SoundCloud
Netflix
Unlike most new technology hype cycles, the impact that artificial intelligence (AI) has on the world is already surpassing expectations. Within the music industry, AI will largely be an enabler and accelerant of already-existing trends and market shifts: the growth of self-releasing artists, the consumerisation of music-making, and the resulting oversaturation and hyper-fragmentation of the market.
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AI will transform music; the question is how?

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Mark Mulligan
AI music
Paid Content
Artifical Intelligence
Every new technology goes through a period of being overhyped before the dust settles, and that technology either fades or builds steadily thereafter. Think 3D printing, VR, NFTs. In my 20+ years as a media and tech analyst, only three technologies have had a level of hype that felt like it was going to live up to expectations: 1) the internet (which was already in full swing by the time I started out – I’m not that old); 2) smartphones / apps; and 3) AI.
min read
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Recorded music market 2022
Reality bites

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Mark Mulligan
TuneCore
Music streaming
Kobalt
Following a spectacular year of growth in 2021, global recorded music revenue growth slowed significantly in 2022, due to the combined impact of global economic headwinds and growth slowdown in mature streaming markets. Context, though, is everything – not many industries can deliver solid growth while the global economy is in turmoil, ad markets are falling, and many emerging tech sectors are in crisis.
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Filling music streaming’s Disney+-shaped hole

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Mark Mulligan
Music
Business Strategy
Back when Disney+ started its meteoric rise, there was a lot of thinking around what lessons the music streaming market could learn. Three years on from the launch of the subscription video on demand platform, the shine has come off it a little, registering its first ever subscriber loss , but not before becoming a major market player and changing the way in which the industry thinks about developing streaming shows.
min read
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Year of change
Themes that will shape entertainment in 2023

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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
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 entertainment industry, as nearly two decades of uninterrupted growth makes way for consumer-led disruption that is driven by a reduction in discretionary spending, attention, and willingness to make do with tired old formats.
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Everyone hurts – the problem with ‘fixing’ streaming

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Mark Mulligan
Streaming Royalties
Streaming economics
Streaming Music
Everyone hurts – the problem with ‘fixing’ streaming Apple’s Q4 2022 revenue fall was further illustration that the global economic environment is affecting everyone. During such times, companies look for ways to avoid the worst of the impacts, partially through ‘efficiencies’ but also through growth, by exploring new income streams and improving deal terms.
min read
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MIDiA Research video subscription forecasts 2023-2030
APAC to the fore

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Mark Mulligan, Tim Mulligan, Perry Gresham and Ben Woods
Online video
SVOD
Marketing Strategy
This report presents the key figures, trends, and drivers of MIDiA’s video streaming subscription forecast model. The revenue figures presented in this report are in billions of US dollars unless otherwise stated. An Excel file posted alongside this report provides complete region and country-level data, as well as a detailed methodology statement.
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