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Blog: Creators

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.

Now’s the time to have your say: Audio creator survey still open

Laura Fisher

1 Jul 2026

Audience Insight Creators Audio creators

The response to MIDiA's audio creator survey has been brilliant, so thank you to everyone who has already taken part. But, if you haven't yet, there's still time to have your say. Following a successful first year, we're back and once again inviting spoken-word audio creators to share their experien...

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Why now is the time for the creator right

Mark Mulligan

26 Jun 2026

Business Strategy Creators Artists

YouTube’s Lyor Cohen and the Recording Academy’s Harvey Mason Jr. recently penned an op-ed for Variety in which they made the case for the NO FAKES act being seen as the starting pistol rather than the finish line.

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Understanding the significance of a play: What the AMP’s new measurement framework means for the audio industry

Laura Fisher

25 Jun 2026

Clients only

Audience Insight Spotify Creators

Podcasting has spent much of the last decade trying to prove its value through metrics inherited from a fundamentally different era of digital media. That era may finally be coming to an end. On 4 June, the Alliance for Measurement in Podcasting (AMP), an industry task force established to address g...

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Video creation has never been easier – so why does it feel harder? Share your experience in our survey

Ben Woods

24 Jun 2026

Audience Insight Creators Creator economy

There has never been a better time to make video. The barriers to creation have collapsed. Editing software that once cost thousands is available on subscription. AI can generate transcripts, captions, thumbnails, clips, and even entire video sequences.

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Social versus sponsorship: brand building in 2026

Hanna Kahlert

17 Jun 2026

Marketing Strategy Fandom Social media

Social media is the go-to form of marketing in the digital age, resulting in a predicted combined $737.1 billion in annual revenue by 2031 per MIDiA’s forecast . It’s not hard to see why: social offers quick returns and easy measurement, including reach, time spent, click-through rates, and purc...

Calling all audio creators: Take our survey and help shape the future of spoken-word audio

Laura Fisher

11 Jun 2026

Audience Insight Creators Audio

After a successful first year , MIDiA's audio creator survey is back. We are once again inviting spoken-word audio creators to share their experiences and help build a better understanding of this rapidly growing creator segment.

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The renewed value of maximalism in the era of AI

Laura Fisher

3 Jun 2026

Product Strategy Creators Entertainment

The infrastructure of entertainment consumption has never felt more feudalistic. Distribution, discovery, and monetisation increasingly operate through a small number of platforms that shape how audiences find, consume, and pay for content.

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From answers to influence: How AI is reshaping social platforms’ role in search

Ben Woods

5 May 2026

Clients only

Business Strategy Creators Content

AI is not only disrupting search engines but dismantling the way people search across the internet. MIDiA’s Q3 2025 consumer survey reveals that 52% of those who reported using generative AI leveraged these tools to find information.

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How the creator economy is changing traditional entertainment's discovery, distribution, and supply

Ben Woods

15 Apr 2026

Business Strategy Streaming Creators

The creator economy used to be an adjacent entertainment ecosystem to traditional entertainment. Those days are numbered – if not over already. Creators are now a foundational component in how traditional entertainment produces and distributes content at scale.

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From feeds to events: How content creators are reshaping TV strategy

Ben Woods

1 Apr 2026

Business Strategy Creators Content Creators

The playbooks for streaming TV services and creators are collapsing into one – but even so, misconceptions remain. Large parts of the traditional entertainment industry consider the engagement techniques in two lanes.

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Attention versus fandom: Why entertainment needs a new framework for understanding engagement

Ben Woods

11 Mar 2026

Fandom Creators Video

The attention economy has become the de facto framework for measuring loyalty in the entertainment industry. However, not all attention is equal. While an hour spent scrolling videos on TikTok may compete with an hour spent playing a £70 video game, the depth, value and quality of that engagement a...

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What history really tells us about AI’s potential

Mark Mulligan

5 Mar 2026

Cultural trends Creators Innovation

History is being used to argue both for and against AI, with citations of previous cultural events and practices as evidence. Unfortunately, however, most of the historical references used are just plain wrong.

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The Sidemen formula: Why TV formats belong on creator channels

Ben Woods

25 Feb 2026

Business Strategy Streaming Creators

Broadcasters and streamers keep asking how to work more closely with creators. Their standard approach is to commission a creator-led show, cast them in a film, or license their back catalogue for a streaming service.

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The music industry’s boiling frog moment

Mark Mulligan

12 Feb 2026

Business Strategy Streaming Social media

Throw a frog in a pot of boiling water and it will instantly jump out, terrified (and very hot). But put it in a pot of cool water and slowly increase the heat to boiling and it will stay there until it dies.

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The problem with content

Mark Mulligan

3 Feb 2026

Business Strategy Creators Entertainment

Everything these days is content – but the word is as problematic as the implication. ‘Content’ is defined by other . It is defined by filling something else, being part of something else. It is something that only exists within another context.

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TikTok’s PineDrama points to social media’s anti-social trajectory

Hanna Kahlert

20 Jan 2026

Business Strategy TikTok Video

The surge of short-form drama apps has a new entry in the US and Brazil: TikTok. The social video app, which has overturned the digital entertainment economy over the past five years, has now launched a standalone app called PineDrama.

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Why audience ownership is the driving force behind creator IP expansions

Ben Woods

10 Dec 2025

Business Strategy Video Creators

Distribution is the tie that binds all creators together. Most successful creators use social media platforms as a springboard for turning their creative idea into a career. Social platforms have enabled creators to forge deep connections with audiences, while mastering the nuances of algorithmic di...

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The AI-social media dilemma: Can TikTok, Meta, and diVine curb low-quality content without hurting creators?

Ben Woods

3 Dec 2025

Business Strategy Facebook TikTok

Social platforms are grappling with a difficult balancing act. Generative AI can deliver a revolutionary engagement opportunity by turning even more consumers into creators. However, low-quality AI content also poses a threat to the user experience of social platforms.

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Why ignoring creator wellbeing is a financial risk for the creator economy

Ben Woods

20 Nov 2025

Audience Insight Video Creators

Each day, millions of hours of video content are uploaded onto social video platforms. The stream of creative output is so vast that it can be easy to forget that behind each one of these videos there is often a creator putting in a significant amount of work.

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(di)Vine is back: Is there space for another short-form video app?

Hanna Kahlert

19 Nov 2025

Business Strategy Video Creators

Long before we had TikTok, Reels, or Shorts, we had Vine. An app arguably well before its time, the original short-form platform for 6-second video clips was a huge moment for millennial culture. Compilations of archived content still rack up millions of views on YouTube, indicating its longevity, p...

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