Blog: Media and Marketing - Page 2

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.

Niche is mainstream. So… what next?

Cover image for Niche is mainstream. So… what next?

Hanna Kahlert

29 Feb 2024

Entertainment industries today are navigating two contrasting pressures. On the one side is the demand for niche personalisation: algorithms drive hyper-targeted content to just the right audiences, who identify strongly with it and form small, powerful communities, which can allow those propositions to carve out durable success.

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Social is the new streaming… but the cracks are already showing

Cover image for Social is the new streaming… but the cracks are already showing

Hanna Kahlert

22 Feb 2024

When streaming first overtook music, it did so by force. Audiences quickly latched on to the freedoms of digital life and the accessibility of music on the internet. Piracy was on the rise and downloading music via Napster and LimeWire became a shared memory for millennials.

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Format versus context: Can a YouTuber make it on TV?

Cover image for Format versus context: Can a YouTuber make it on TV?

Hanna Kahlert

1 Feb 2024

Media and Marketing

Cultural trends

YouTube star MrBeast is making recent headlines for his video upload experiment with X , and now a potential partnership with Amazon Prime Video for a new reality series. The competition to turn the popular YouTuber into an audience draw for other platforms is on –but can a star in one place, still be a star anywhere else? This would not be the first time an entertainment company has tried to convert a popular social media figure.

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One stream’s trash, another stream’s treasure – if everything’s niche, what success can you measure?

Cover image for One stream’s trash, another stream’s treasure – if everything’s niche, what success can you measure?

Hanna Kahlert

24 Jan 2024

At this point, we are all on the same page, or at least should be, that ‘niche is the new mainstream’. Thanks to the (sometimes brutal) accuracy of social algorithms, pretty much any artist can find their ideal fans, no matter where they are in the world.

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Paramount’s marketing for the new Mean Girls movie was totally fetch, but like, did it pay off?

Cover image for Paramount’s marketing for the new Mean Girls movie was totally fetch, but like, did it pay off?

Ashleigh Millar

18 Jan 2024

It’s official: the Mean Girls 2024 movie is the new Regina George of cinema (for now), topping last weekend’s US box office by bringing in $28 million, raising to $32 million on Martin Luther King Jr.

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Instagram is becoming Facebook. So where do all the people go?

Cover image for Instagram is becoming Facebook. So where do all the people go?

Hanna Kahlert

18 Jan 2024

Facebook is the most used social media platform in Western markets (not including YouTube, which may host user-generated content but is not typically considered in the same category). Yet, the broad consensus, from competitors to Gen Z, is that the platform is ‘dead’.

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Are we approaching an analogue revival?

Cover image for Are we approaching an analogue revival?

Hanna Kahlert

11 Jan 2024

It is now 2024 (yikes), and New Year’s resolutions are making the rounds. Anecdotally, at least seven of us at MIDiA have resolved to go more analogue this year. More broadly, many people, alongside the traditional attempts to go to the gym more or do ‘Dry January’, seem to be opting to cut down on their social media and broader smartphone usage.

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2024 will be a year of change (as if there has not been enough already)

Cover image for 2024 will be a year of change (as if there has not been enough already)

Hanna Kahlert

19 Dec 2023

Four years ago today, the Covid-19 pandemic was but a rumour on the wind. Since then, it would be an understatement to say that much has changed. Digital entertainment consumption boomed and rapidly overwhelmed all forms of activity, making it almost hard to remember what entertainment was like pre-pandemic.

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MIDiA’s 2024 predictions: The algorithm is not listening

Cover image for MIDiA’s 2024 predictions: The algorithm is not listening

Mark Mulligan

18 Dec 2023

midia predictions

2024 predictions

tech predictions

November is one of my favourite times of year, as an analyst anyways. Why? Because it is when the MIDiA team pool their collective brainpower to formulate our end-of-year predictions. What gives our predictions their unique angle is that they are constructed within an inter-connected framework, factoring in the cross-industry trends that will shape the coming years.

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Features versus fandom: Why TikTok is trying to become more like YouTube

Cover image for Features versus fandom: Why TikTok is trying to become more like YouTube

Hanna Kahlert

4 Dec 2023

TikTok’s emergence in Western markets shook the entire social media landscape, by reintroducing what Vine had done over a decade earlier: short-form video. The snappy, to-the-punchline clips were easy to make, easy to share, and easy to consume in a hyper-tailored feed that knew what users wanted to see almost before they saw it.

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AI copyright lawsuits beg the bigger question: How valuable is digital content?

Cover image for AI copyright lawsuits beg the bigger question: How valuable is digital content?

Hanna Kahlert

10 Nov 2023

The future of artificial intelligence (AI) is currently caught between earth-shaking promise on one side, and a tangle of ongoing litigation on the other. This week’s OpenAI keynote painted an exciting future for generative AI, with updates including customisation and integration capabilities for ChatGPT.

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Cutting loose the long tail in a rising culture of creative consumption

Cover image for Cutting loose the long tail in a rising culture of creative consumption

Hanna Kahlert

27 Oct 2023

Media and Marketing

Recent news of Spotify’s reported plan to introduce two-tier licensing represents a significant departure from the incremental shifts we have seen thus far. With developments like Deezer’s new streaming royalty model with Universal Music Group, to X’s premium subscription, the tension between platforms hosting content from an ever-growing pool of creators, and creator remuneration for that content, is at a breaking point.

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Can subscriptions keep the lights on for social?

Cover image for Can subscriptions keep the lights on for social?

Hanna Kahlert

19 Oct 2023

user-generated content

Digital advertising has long been the financial backbone of the digital world. It has underpinned the business models of the likes of Google and Meta, and its absence has been the value proposition of subscriptions, which now dominate digital entertainment.

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Does culture become a commodity, or do commodities become culture?

Cover image for Does culture become a commodity, or do commodities become culture?

Hanna Kahlert

5 Oct 2023

Cultural trends

More than three fourths of audiences believe that the music they listen to reflects who they are. This rises to more than four fifths of people aged 25-44. Music listening is also incredibly personal –roughly a third of people listen to playlists they curate themselves when exercising, hanging out with friends, working or studying, or just when they are out and about.

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Regulatory decisions around AI will shape the future of digital ecosystems

Cover image for Regulatory decisions around AI will shape the future of digital ecosystems

Hanna Kahlert

27 Sep 2023

Looking back, the Francis Haugen testimony spelled a turning point for social platforms. It represents a moment where they, and tech more generally, went from being able to ‘build fast and break things’ with no one really paying attention, to an environment where not only users were watching closely, but regulators were too.

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Niche is the way forward: DSP’s need function, not features

Cover image for Niche is the way forward: DSP’s need function, not features

Hanna Kahlert

14 Sep 2023

It has never been easier to become a music creator. But, it has arguably never been harder to remain one as a full-time career. There are a whole host of reasons behind this, not least of which is a streaming economy that has upended the role of music in the daily lives of audiences, and a host of creator tools (including generative AI) that lower the barriers to music creation, to the point where nearly anyone can step over them with ease.

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The future of AI will orient around datasets… which will put the user in a front-and-centre blind spot

Cover image for The future of AI will orient around datasets… which will put the user in a front-and-centre blind spot

Hanna Kahlert

6 Sep 2023

The rise of generative AI has thrown the future of creators (of all industries) into question, with copyright being the key to how it all plays out. Models like ChatGPT have an input-output ‘black-box’ problem, which means that whatever goes into training the models cannot be traced to what comes out.

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Are social platforms responsible for weird objects being thrown at pop stars?

Cover image for Are social platforms responsible for weird objects being thrown at pop stars?

Hanna Kahlert

29 Aug 2023

Media and Marketing

People have forgotten how to behave in public. Or at least, so contends a recent Vox article , which highlights recent instances of ‘fans’ throwing objects at pop stars during concerts and people scrolling TikTok in the cinema.

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Clutter versus curation: The cure to entertainment’s attention saturation woes

Cover image for Clutter versus curation: The cure to entertainment’s attention saturation woes

Hanna Kahlert

18 Aug 2023

digital saturatoin

Attention economy

Across digital content –be that music, TV, social video, or just photos on Instagram – algorithms favour a “more is more” approach. More content, more often, means better visibility, better discovery, and better monetisation opportunities.

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AI is the new digital ad industry… but the stakes are far greater

Cover image for AI is the new digital ad industry… but the stakes are far greater

Hanna Kahlert

9 Aug 2023

Zoom has been making the news this week over its controversial new terms and conditions that now allow the service (in theory) to utilise user data to train its AI-assisted features. While the company has reassured the public that they need to opt into the usage, which is necessary to use its AI functions like generating transcripts, privacy concerns are still high.

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