Blog: mainstream

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.

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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Mainstream is the new niche

Cover image for Mainstream is the new niche
Mark Mulligan
Five years ago, we made the call that ‘niche is the new mainstream’ . Today, this dynamic is so fundamental to music and culture that we are firmly in the stage of second order consequences. Superstars are getting smaller, the long tail is getting longer, and rightsholders are bringing in earnings thresholds to keep that growing long tail at bay.
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Quick take: What the Apple event’s creator focus means for lean-in entertainment

Cover image for Quick take: What the Apple event’s creator focus means for lean-in entertainment
Hanna Kahlert
The October 18th Apple event –for all its usual showmanship – did not have anything hugely innovative to unveil. New colours of the Apple HomePod, a new tier of AirPods, and the return of MagSafe charging, distinctive input ports, and actual keys instead of a touchpad on the upgraded MacBook Pros were the main highlights (aside from the new M1 chip, which was unveiled at the last event and has since merely been upgraded and put into more devices).
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