Blog: Engagement

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.

A case against video podcasting

Cover image for A case against video podcasting
Laura Fisher
Key takeaways from this blog: While video is at the forefront of entertainment, audio-only formats can be equally important for engagement Prioritising video-first podcasting risks dilution – favouring style, celebrity, and algorithms over knowledge and authenticity MIDiA argue that audio-only podcasting is not just viable, but vital: essential for meaningful, lasting connection, capable of combating consumers' growing screen fatigue Video is rapidly becoming podcasting’s default setting.
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Fandom reciprocity: Why sustaining a community requires give and take

Cover image for Fandom reciprocity: Why sustaining a community requires give and take
Laura Fisher
Key takeaways from this blog: Fandoms are becoming two-way relationships, with artists like AJ Tracey and Maverick Sabre involving fans through grassroots gigs, remix contests, and fan-led tour decisions Fans want real engagement, not just content – prompting artists and labels to hire community managers and create spaces for fan participation The artists who give back will last, as true fan loyalty now depends on connection and reciprocity, not just popularity or scale The Outlander Magazine recently took to Instagram to issue a pointed challenge to artists and brands: you can only call your audience a "community" if you actively contribute to it.
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Is it too soon to be talking about podcast superfans?

Cover image for Is it too soon to be talking about podcast superfans?
Rutger Rosenborg
Key insights from this blog: Podcasting faces challenges on its way to becoming a mainstream format on the level of radio, music, and TV While the medium excels at creating a sense of community and personal connection, discovery and accessibility hurdles have so far held podcasts back Supported by our forecasts and consumer survey data, MIDiA proposes "glocalised" content as one way for podcasts to move from niche to mainstream Podcasting faces significant challenges in becoming a truly global, mainstream format.
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Audio creators are the creator economy's unsung heroes

Cover image for Audio creators are the creator economy's unsung heroes
Rutger Rosenborg
Key insights from this blog: MIDiA's latest audio report, ' The audio creator opportunity ' , argues that brands and platforms can no longer afford to neglect audio creators Audio creators are a fast-growing force in the creator economy, driving demand for better tools and marketing They are more likely to run their work as a business and invest heavily in creator tools, presenting a clear opportunity for tailored solutions With most tools designed for video and music, companies that develop end-to-end platforms for audio creation can unlock a valuable market and empower this expanding community The creator economy is evolving rapidly, and while TikTok influencers and YouTubers often steal the spotlight, there is a fast-growing creator segment that brands and platforms can no longer ignore: audio creators.
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The case for more digestable games: Over a third of console and PC gamers play LESS than 5 hours a week

Cover image for The case for more digestable games: Over a third of console and PC gamers play LESS than 5 hours a week
Rhys Elliott
The attention economy is oversaturated. Games are not just competingwith other games but with TikTok, YouTube, Netflix, and well ... life. But the games industry – especially premium games on console and PC – has a unique twofold challenge: Supply : New AAA games can take five years or more to make (and often have budgets in the hundreds of millions) Demand : Player attention and play time are already maxed out MIDiA’s consumer research for Q4 2024 underlines just how little time consumers have to play.
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