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.

Cover image for Hulu and the case for hybrid ad-supported SVOD

Hulu and the case for hybrid ad-supported SVOD

Tim Mulligan
Video
Launched in October 2007, 10 months after the launch of Netflix’s streaming video service (until that point, Netflix had been a mail-order DVD subscription business), Hulu united Comcast 21st Century Fox, Time Warner and Disney to act as a TV network hedge against the disruptive impact of subscription video on demand (SVOD) in the US.
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Cover image for Re-creating the creator economy

Re-creating the creator economy

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst
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.
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Cover image for Stranger Things, Queen’s Gambit, and Bridgerton

Stranger Things, Queen’s Gambit, and Bridgerton
Finding the balance of creation and consumption

Tim Mulligan and Hanna Kahlert
Netflix Content strategy Stranger Things
As the attention recession meets a cost-of-living crisis, video streaming platforms must compete ever harder for consumers’ dwindling wallet share and free time. To retain (much less attract) subscribers, a balance must be struck between having depth of content library, a reasonable price point, and compelling new releases.
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Cover image for The streaming retention revolution

The streaming retention revolution
Content is king, distribution is queen, but retention is revolutionary

Tim Mulligan
smart tvs SVOD d2c
With video streaming transitioning into mainstream TV consumption, we have moved into the era of streaming TV. As a result, the early focus on gaining subscribers is making way for the rising challenge of retaining these newly acquired subscribers. Retention is the key metric of the emerging post-growth streaming, with the ratio of weekly active us...
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