Blog: Social video

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.

If the internet dies, where does all the attention go?

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Hanna Kahlert

2 Apr 2025

Cultural trends

Key takeaways from this blog: Social platforms dominate culture, but a vibe shift toward offline experiences is emerging as users crave more intentional, less addictive engagement (as explored in MIDiA's' Analogue revival ' report) TikTok’s recent disruption signals a loss of cultural centrality, ...

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Why ads in DMs are not the solution Instagram wants them to be

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Hanna Kahlert

18 Mar 2025

Audience Insight

Key insights from this blog: Instagram's direct messaging features have become a core component of the platform; MIDiA data highlights that the majority of social media users log in to the platform to keep up to date with friends As Instagram's Feeds – and subsequently its Stories feature – have...

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Why social is a double-edged sword for streaming TV

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Ben Woods

7 Mar 2025

Business Strategy

TV shows, movies, and social creator content are lane hopping in search of engagement. It is common practice now for SVOD services to distribute one or several episodes for free on YouTube and TikTok in the hope of transforming social video viewers into SVOD subscribers.

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Can the smart TV become a canvas for content creation?

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Ben Woods

21 Feb 2025

Audience Insight

YouTube’s growing strength on smart TVs is a head scratching moment for the video industry. The social video platform recently revealed that US consumers watched 1 billion hours of YouTube content daily on their smart TVs in December 2024.

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Will more artists release full songs to social media in 2025?

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Tatiana Cirisano

19 Sep 2024

Music streaming

It is now a standard part of most music rollouts to release a clip of the song on social video platforms before it hits streaming. This makes sense when you think of social media as a marketing tool. But as social video has ascended (and arguably become more about entertainment than connecting socia...

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Understanding creators to harness the monetisation opportunities

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Ben Woods

30 Aug 2024

Business Strategy

Videos are now the de facto mode of communication. To reach and engage audiences, all creators are now expected to deliver high quality video content that entertains. This has always been a prerequisite for traditional video creators in TV and film and those with vast followings on social video plat...

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MIDiA launches video creator economy vertical as AI delivers transformative growth

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Ben Woods

11 Jul 2024

Business Strategy

Keeping step with AI’s impact on the video creation industry can be a daunting prospect. Ways of working that have existed for decades are being reorientated around generative AI tools. With these changes comes opportunities, risks and plenty of questions: AI is poised to open the gates to more en...

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Hardware’s AI moment will help video creators do more with less

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Ben Woods

3 Jul 2024

Video creator tools

video production

It has been a tumultuous time for hardware companies working in video creation. Revenues have been impacted by two forces: a tough macroeconomic climate and industrial action. High inflation has knocked consumer confidence, while the Hollywood Strikes have either delayed major TV and movie productio...

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From X to Instagram, the line between social video and podcasts is blurring

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Rutger Rosenborg

3 Jul 2024

As the podcast industry wakes up to the fact that video podcasts are growing –– and fast –– MIDiA’s 2024-2030 podcast forecasts confirm the source of much of that growth: YouTube. YouTube video market share is already the largest among all platforms where podcasts are available, having sho...

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The MIDiA Video Creator Tools Webinar: Where disruption meets opportunity

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Ben Woods

25 Jun 2024

Video creator tools

Smartphones and social platforms have transformed video production from the domain of TV and cinema to a creation outlet for the masses. To capitalise on this opportunity, the video creator tools industry has pivoted towards simplifying and gamifying their tools for a mass market audience.

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Why creative friction can tackle the ‘Slot Machine Effect’ in AI generated video

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Ben Woods

19 Jun 2024

Video creator tools

AI-generated content is a polarising topic. Some view AI video generation as a vital tool for bringing creativity and communication to the masses. Others believe it to be a solution in search of a problem.

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Why video creation tools must go niche to survive AI streamliners like Apple Intelligence

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Ben Woods

11 Jun 2024

Amid the flurry of recent generative AI announcements, Apple had been strangely quiet. This changed on Monday (June 11, 2024) when it announced Apple Intelligence at its WWDC24 developer conference. In short, Apple Intelligence is a suite of consumer-focused tools embedded into Apple products to enh...

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AI is promising a video creation revolution: Are you ready for the upside?

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Ben Woods

6 Jun 2024

Creator economy

Video has reached an inflection point. Artificial intelligence is poised to bring video creation to even more consumers, in a move that will disrupt the tools, workflows, and business models underpinning the value chain.

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Why social video platforms should worry about their creators in the squeezed middle

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Ben Woods

29 May 2024

The fallout of the pandemic exposed some uncomfortable truths about the creator economy. After an engagement boom during lockdown, the seemingly endless audience for social video content suddenly appeared finite.

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Social companies face a fragmenting digital ecosystem

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Hanna Kahlert

24 May 2024

On the surface, it is a year of opportunity for social platforms. TikTok may face a ban in the US, opening market share for Reels, Shorts, and any other platform with social video features to sweep in and snap up any remaining free consumer time.

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AI video generators have underestimated the appeal of being a suffering artist

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Ben Woods

1 May 2024

video production

Given the tussle for technological dominance between Asia and the West, it is unsurprising that China has launched a competitor to OpenAI’s Sora . Unveiled at the ZGC Forum in Beijing on Saturday (April 27, 2024), Vidu is China’s text-to-video model that can generate content with simple prompts.

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Video Creators: Tell us how you create for a chance to win $500

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Ben Woods

30 Apr 2024

Creator economy

MIDiA is building a new research stream focused on video creators and the tools they use to create. We are striving to understand the unique workflows and creative processes that underpin the art of making engaging video content.

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Ideas are king in the land of AI video creation

Cover image for Ideas are king in the land of AI video creation

Ben Woods

11 Apr 2024

Video creator tools

Creator economy

Those with doubts about the impact of AI on video creation should watch Air Head . The surrealist short film about a man with a balloon for a head was pieced together using OpenAI’s Sora , the text-to-video tool that is fuelling fear and curiosity across Hollywood.

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Why podcasts may have more in common with TV than radio

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Rutger Rosenborg

25 Jan 2024

Television is really a nebulous format. From serialised mysteries to talk shows and stand-up comedy to educational documentaries, the format spans a wide range of content on a wide range of delivery mechanisms, from cable to SVOD to YouTube.

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How X can become a leading social video player by fuelling controversy over creativity

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Ben Woods

17 Jan 2024

Elon Musk has celebrated a small win after persuading Jimmy Donaldson – aka Mr Beast – to post a video on Twitter/ X. Until now, X’s attempts to woo the superstar creator have been rebuffed . Mr Beast had spoken openly about how he would only make a small amount of money on X compared to video...

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