Tatiana Cirisano

Tatiana is Vice President of Music Strategy at MIDiA. Prior to this, she served as a music business reporter for Billboard, where she wrote award-winning industry analysis as well as cover stories on artists like Tame Impala and Alicia Keys. Throughout her work she is dedicated to publishing fresh perspectives that drive the music industry forward, with an emphasis on fandom and consumer behaviour.

Music streaming consumer profile Q4 2024
Stabilisation and fandom slowdown

Cover image for Music streaming consumer profile Q4 2024
Mark Mulligan and Tatiana Cirisano
Willingness to pay
Music consumers
Streaming
Consumer music behaviours are both stabilising and showing signs of coming change. Change that could be challenging for all music business stakeholders, especially with regards to fandom monetisation. This report presents data-focused visuals and impactful analysis of trends and anomalies that will inform your understanding of what is happening to today’s music consumer, why it is happening, and where these trends are heading.
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Splice x MIDiA Sounds of 2025

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Kriss Thakrar, Tatiana Cirisano, Samuel Griffin, Mark Qi and Olivia Jones
Free Report
Splice
Audience Insight
Splice is an engine powering producers across the world. With one ofthe largest, most sonically-diverse catalogues of sounds and samples, itprovides the music that makes the music for some of the most popularartists on the planet. Sabrina Carpenter’s hit “Espresso”, produced byJulian Bunetta, is a key recent example, with a sound pack by influentialproducer Oliver featuring prominently.
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MIDiA’s 2025 predictions
It’s social’s stage now

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Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones
Apple
Spotify
YouTube
The creator economy reshaped entertainment in the first half of the 2020s and social wasthe big winner, now positioned at the centre of the entertainment economy. In 2025 wewill see the second-order effects begin to play out, set against the backdrop of attentionsaturation, content commodification, and increased focus on profit.
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Global South rising
Streaming audiences in China, Turkey, and South Africa

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Tatiana Cirisano
Spotify
YouTube
Deezer
It is increasingly clear that the future of the global music streaming business relies heavily on the Global South markets, which include Latin America, Asia Pacific, and the Rest of World. Most subscription growth is coming from these regions, which will collectively dominate the global music subscriber base by 2031, according to MIDiA’s global music forecasts.
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Content creators are disrupting entertainment’s obsession with rights. What does it mean for music?

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Tatiana Cirisano
Music
Last week, Spotify announced a suite of new monetisation features for video creators. Yes, you read that right — Spotify has expanded not just beyond music, but also beyond audio itself. Although the video offerings are initially geared towards video podcasters, the company has rebranded its Spotify for Podcasters hub to Spotify for Creators , opening the door for the possibility of catering to video creators more generally (à la YouTube).
min read
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State of the independent music economy
Fragmentation and consolidation

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Mark Mulligan and Tatiana Cirisano
Business Strategy
independent label market shares
Independent label market shares by region
This report presents the results of MIDiA’s annual independent label and distributor survey, as well as the most comprehensive market sizing of the non-major label sector ever conducted. Built on revenue data for 5,500 companies, we present the definitive view of the independent music economy, with market sizing, regional trends, the companies to watch, market drivers, and a view of the forces that are shaping the business of tomorrow.
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How big can music merch get? MIDiA’s latest report charts the course to $16B by 2030

Cover image for How big can music merch get? MIDiA’s latest report charts the course to $16B by 2030
Tatiana Cirisano
music merchandise
monetising fandom
Superfans
Over the weekend, Billie Eilish launched a pop-up merchandise shop in SoHo, New York, where fans could choose from items like a $20 pair of shoelaces, $30 belt, $30 necktie, and $60 necklace. Partnered with American Express , the experience, which previously opened in Tokyo, also included a photobooth, hangout area, and larger-than-life statue of Eilish’s “blohsh” mascot.
min read
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