Blog: Niche

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.

Scenes 2.0 | MIDiA’s updated entertainment playbook

Tatiana Cirisano

6 Mar 2025

Fandom

Music

Artists

In 2022, MIDiA introduced scenes as a new playbook for music marketing . As entertainment consumption fragments, what was once a singular “mainstream” is being replaced by hundreds of thousands of...

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Ban or no ban, what comes next for TikTok creators?

Hanna Kahlert

22 Jan 2025

Marketing Strategy

YouTube

TikTok

The TikTok ban saga continues. The official date of the ban saw the app go dark in the US and Canada, replaced by a notice that the law had come into effect. However, only a few hours later, the app came...

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Social is the new entertainment; enter MIDiA’s new social vertical

Hanna Kahlert

24 Jul 2024

Social

Audience behaviour

Social platforms are now inextricable from the digital world and every aspect of entertainment. Fans and A&Rs alike discover new music on social platforms. Marketing strategies for artists and concerts...

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Music isn’t getting worse, genre is

Mark Mulligan

10 Jul 2024

genre

music genre

music culture

A couple of weeks ago Rick Beato put out a video titled “ The real reason why music is getting worse” . The core arguments centre around too many people making music, and tech making it both easier...

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Mainstream is the new niche

Mark Mulligan

14 Jun 2024

mainstream

Niche

superstars

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...

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Niche is mainstream. So… what next?

Hanna Kahlert

29 Feb 2024

Niche

Entertainment

trends

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...

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The future of podcasts is growing beyond the screen

Annie Langston

5 Apr 2023

experiences

IRl

artificial intelligence

Podcasts are breaking out of isolated, digital consumption and into real-life experiences. At this year’s On Air Fest, the Pod Loft hosted a series of podcast activations for a variety of shows, including...

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2022 will be a reckoning point for cultural value in digital entertainment

Hanna Kahlert

5 Jan 2022

NFT

Niche

publishing

The turn of the year has kicked off with a bang for digital entertainment – well in keeping with the 20’s so far. $2.2 million worth of ape jpegs have been stolen . Vinyl sales were reported to have...

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Why Adele is Bond and BTS is Squid Game

Mark Mulligan

25 Oct 2021

adele

BTS

Niche

When Spotify announced that Adele had broken the record for the most streams in one day, with 19.8 million streams , the caveat was that this was true as long as you do not include all of the streams BTS...

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