Tim Mulligan

Tim is MIDiA's research director and senior video analyst. His research focus is streaming TV, and the intersection between established and emerging monetisation and engagement models for consuming TV and film. Underpinning this is a focus upon the business strategy and financial environment around which video services compete. Supporting this supply side coverage is a detailed overview of the consumer dynamics driving engagement from fandom to subscription challenges and video ad responsiveness.

Pluto TV Q4 2023 consumer deep dive

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Tim Mulligan
Audience Insight
This slide deck presents a snapshot of Pluto TV users across video, games, and music. It includes age breakdowns, time spent on video, money spent on video, video, games, music, multimedia subscription penetration, and likeliness to savvy switch. Key data and insights included in this report: Penetration of Pluto TV users in US, UK, Canada, Germany, France, Sweden, and Brazil Analysis of Pluto TV users’ weekly to daily conversions Video behaviours of Pluto TV users, including video subscriptions and watching live sports Age comparison of US and UK Pluto TV weekly users Gender comparison of UK and Brazil Pluto daily users All survey data is based on MIDiA Research Q4 2024 consumer survey, fielded in US, UK, Australia, Canada, Germany, France, Sweden, South Korea, and Brazil.
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Paramount+ Q4 2023 consumer deep dive

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Tim Mulligan
Audience Insight
This slide deck presents a snapshot of Paramount+ users across video, games, and music. It includes age breakdowns, time spent on video, money spent on video, video, games, music, multimedia subscription penetration, and likeliness to savvy switch. Key data and insights included in this report: Penetration of Paramount+ users in US, UK, Canada, Germany, France, Sweden, and Brazil Analysis of Paramount+ users’ weekly to daily conversions Paramount+ users entertainment subscriptions compared to video subscribers Age comparison of English-speaking markets Paramount+ weekly users Video behaviours of English-speaking markets Paramount+ weekly users All survey data is based on MIDiA Research Q4 2024 consumer survey, fielded in US, UK, Australia, Canada, France, and Brazil.
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Was 2024 the year of peak ad revenues for Paramount and the Super Bowl?

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Tim Mulligan
Sports
Super Bowl
NFL
Sunday saw the Super Bowl LVIII broadcast on CBS, Paramount+, and Nickelodeon, providing a bumper advertising windfall estimated at between $650-$700 million for parent company Paramount. The media majors’ entire business model is under intense scrutiny from investors made nervous by its losses (-$855 million for 2023 as of Q3 2023), and the overall share price being down 40% year-to-date.
min read
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MIDiA’s 2024 predictions report
The algorithm is not listening

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Perry Gresham, Kazia Rothwell and Ben Woods
Business Strategy
2023 was another year of change and disruption. 2024 will be even more defined by change than the years that preceded it. But much of this change will be defined by reaction more than action. The unintended consequences of years of innovation have resulted in environments where many consumers are getting further away from their wants and needs, not closer.
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