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.

Time to jump off the algorithm highway

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Mark Mulligan

30 Sep 2022

Cultural trends

Marketing Strategy

Life is perpetual change, so it is perhaps overdoing it to suggest that the music business is at a cultural pivot point. Yet, what comes next has the potential to be looked at, years from now, as a dividing line between before and after.

min read

NPR continues to capitalise on radio foundations in the podcast market

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Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

September 2022

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Radio audiences
A window of opportunity

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Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

September 2022

Streaming Music

Spotify

Radio

Streaming claimed radio’s younger, music-focused audiences while podcasts are now beginning to do the same for older, spoken-word audiences. However, it is not yet determined that the impact needs to be as disruptive for radio companies. With radio audience declines slowing, and even experiencing a modest rebound, a window of opportunity exists for radio companies to become masters of their own destinies.

Entertainment and the recession
How it will be impacted and how it should respond

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Mark Mulligan

September 2022

Spotify

Amazon

Netflix

The world is facing a period of change and disruption that is unprecedented in modern times. With so many interconnected dynamics across consumer spending, economic cycles, the climate, and even geo-politics, consumer behaviours and spending will undoubtedly be impacted.

WMG is moving beyond superstars – and that is a good thing

Cover image for WMG is moving beyond superstars – and that is a good thing

Mark Mulligan

16 Sep 2022

fragmented fandom

Warner Music Group’s ( WMG’s) Steve Cooper recently stated that the major is no longer financially dependent on superstars – which is, of course, quite a different thing from not being culturally dependent on them, but we’ll get to that.

min read

C.R.E.A.T.E. An entertainment manifesto

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Mark Mulligan

12 Sep 2022

Media and Marketing

Business Strategy

When we first formed MIDiA eight years ago, we saw the new entertainment world was going to require a new joined up approach for entertainment businesses. With the start of the ascent of the smartphone we made an intellectual bet that everything was going to become more interconnected, inter-dependent and inter-competitive.

min read

Web 3.0 is a lane, not a highway

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Mark Mulligan

2 Sep 2022

Facebook was not the first web 2.0 company, but it was the one that took it mainstream to a global audience. Consumers’ digital lives would never be the same again. Whereas web 1.0 had enabled them to visit and read websites, much like a digital evolution of newspapers and magazines, Facebook enabled consumers to participate, to comment, upload photos, converse, etc.

min read

Inside the growing scene of neoperreo

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Mark Mulligan and Tatiana Cirisano

August 2022

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A tale of two album releases
Gunna and The Weeknd

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Mark Mulligan and Tatiana Cirisano

August 2022

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Scenes
A new lens for music marketing

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Mark Mulligan and Tatiana Cirisano

August 2022

Spotify

YouTube

Facebook

Entertainment consumption and fandom are fragmenting in the internet era as a result of the steady erosion of linear audiences, the rise of asynchronous consumption, and the increased sophistication of personalisation algorithms. Consequently, identity and culture are fragmenting as well.

This is not a blip

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Mark Mulligan

26 Aug 2022

attention recession

recession impact

When change happens it often takes the perspective of looking back years, or even decades, later to appreciate just how meaningful that change was. Other times, it happens so fast that it can be difficult to appreciate its magnitude because people become desensitised to the perpetual torrent of bad news.

min read

Re-creating the creator economy

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst

August 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.

Re-creating the creator economy

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Mark Mulligan

18 Aug 2022

Creator economy

creator economics

Everyone is a creator! Or so goes the dismissive put down of many a traditional media executive when talking about the creator economy. But regardless of what your perspective on the creator economy might be, there is no denying its meteoric rise.

min read

The attention recession meets the economic recession

Cover image for The attention recession meets the economic recession

Mark Mulligan

22 Jul 2022

attention recession

cost-of-living crisis

We are living in uncertain times. The cost-of-living crisis is hitting consumers’ pockets, driven by rising fuel and food prices. The effects of the pandemic are still present, the global economy may be entering a recession, and the geo-political landscape is being increasingly shaped by conflict.

min read

MIDiA music forecasts: the new era of growth

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Mark Mulligan

14 Jul 2022

music forecasts

MIDiA has just published its latest music forecasts, available to clients in full here . Here are some of the highlights. 2021 was a huge year for the recorded music business with retail values up 23% to reach $51.

min read

How (and why) Billie Eilish won Glastonbury

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Mark Mulligan

6 Jul 2022

fragmented fandom

Glastonbury returned to great fanfare after the pandemic-enforced break, which meant it was the first one since 2019. The music world has changed a lot since then, with streaming getting bigger than ever and TikTok now established as a cornerstone of the music business.

min read

MIDiA Research 2022-2030 global music forecasts
The new era of growth

Cover image for MIDiA Research 2022-2030 global music forecasts

Mark Mulligan

July 2022

Business Strategy

This report presents the key figures, trends and drivers of MIDiA’s music forecast model. The figures presented in this report are both retail and labeltrade values and are in billions of US dollars – unless otherwise stated. An Excel file posted alongside this report provides complete country-level data, including DSP market shares and a detailed methodology statement.

The future of music
The rise of a counterculture industry

Cover image for The future of music

Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

June 2022

Consumer behaviour

Spotify

Music creators

Music streaming and the attention recession have turned music into a background activity. Artists en masse are struggling to cut through the noise, realising that streaming is neither a place to build deeper relationships with fans nor to generate meaningful income.

Churn in the era of dynamic retention

Cover image for Churn in the era of dynamic retention

Mark Mulligan

24 Jun 2022

Kantar, a survey vendor, has been getting some attention by passing off consumer data as an actual measure of subscribers and suggesting that the music subscriber base actually declined in Q1 2022. It said the same in Q4 2021, but 2021 was a spectacular year for music subscriber growth, with the global base of subscribers growing by 118.

min read

The attention recession
Post-peak behaviour

Cover image for The attention recession

Mark Mulligan

June 2022

Spotify

YouTube

Netflix

The global pandemic created a temporary boost to the attention economy, with all forms of entertainment benefiting. As life began to return to normal, this newfound time quickly started to erode, causing growing pains for many entertainment companies.

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