Blog: Content

Read our latest daily deep dives, hot takes, and exciting updates about the entertainment world. Check out the latest insight from your favourite analyst, or search by coverage areas - music, entertainment and fandom, creator economy and social.

The age of the premium content creator is here – but will audiences buy into it?

Cover image for The age of the premium content creator is here – but will audiences buy into it?
Ben Woods
What makes a content creator popular? At first glance, this question feels easy to answer. Successful creators often have distinctive characteristic that propel their success. MrBeast is known for his stunt video format, Twitch streamer Shroud has impeccable gameplay on first person shooters, and Antony Fantano’s candid take on music draws millions of subscribers on YouTube.
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Online culture is fragmenting: Why White Lotus spoilers are not flooding the internet

Cover image for Online culture is fragmenting: Why White Lotus spoilers are not flooding the internet
Hanna Kahlert
Key takeaways from this blog: Audience fragmentation is growing, with platforms like TikTok losing influence and shows like White Lotus thriving in niche, offline conversations Oversaturation of content is making it hard for entertainment to create shared cultural moments As MIDiA explores in our 'Analogue revival' report , Culture is moving offline, as people seek real-world connections and entertainment companies need to adapt to a fragmented digital landscape White Lotus is not the internet viral darling that shows like Tiger King or Game of Thrones (GoT) once were.
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If the internet dies, where does all the attention go?

Cover image for If the internet dies, where does all the attention go?
Hanna Kahlert
Key takeaways from this blog: Social platforms dominate culture, but a vibe shift toward offline experiences is emerging as users crave more intentional, less addictive engagement (as explored in MIDiA's' Analogue revival ' report) TikTok’s recent disruption signals a loss of cultural centrality, with no clear successor, leading to fragmented attention across platforms and offline spaces Brands and creators must rethink reliance on shallow metrics and embrace taste-led, context-aware strategies, focusing on sentiment and human nuance over empty virality Consumers no longer need to leave their social feeds.
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What got you here won’t get you there: how Spotify built a new business

Cover image for What got you here won’t get you there: how Spotify built a new business
Mark Mulligan
Since its inception, Spotify has been, and continues to be, the streaming music market’s lightning rod. This is due to its continued ability to maintain leading market share and the fact it is the only leading global DSP that is independent and therefore has to focus place more focus on commercial sustainability than peers owned by global tech superpowers.
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The future of entertainment innovation lies in exclusive experiences, not content

Cover image for The future of entertainment innovation lies in exclusive experiences, not content
Hanna Kahlert
In the age before digital engagement went mainstream, entertainment had clear access channels and multiple price points. Video was able to rely on movie tickets, (expensive) TV sets, and the individual purchases of cable subscriptions, video tapes, DVDs, Blu-rays, and their associated equipment; the closest equivalent to subscriptions were Blockbuster or Netflix DVD rental memberships.
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