Blog: Streaming

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.

Beyond the song: Why artists need transmedia storytelling

Olivia Jones

2 Apr 2026

Fandom Marketing Strategy Streaming

In today’s fragmented marketing world, artists have to promote more than just their music – they have to build dedicated fandom. To achieve this, more artists are implementing transmedia elements – that is, adapting a brand story across multiple platforms – into their marketing strategies.

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The Sidemen formula: Why TV formats belong on creator channels

Ben Woods

25 Feb 2026

Business Strategy Streaming Creators

Broadcasters and streamers keep asking how to work more closely with creators. Their standard approach is to commission a creator-led show, cast them in a film, or license their back catalogue for a streaming service.

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The music industry’s boiling frog moment

Mark Mulligan

12 Feb 2026

Business Strategy Streaming Social media

Throw a frog in a pot of boiling water and it will instantly jump out, terrified (and very hot). But put it in a pot of cool water and slowly increase the heat to boiling and it will stay there until it dies.

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The problem with the “AI versus human” music narrative

Tatiana Cirisano

5 Feb 2026

Cultural trends Streaming Music

While attending the NAMM conference and Grammys week events over the last fortnight, AI was, of course, a dominant topic. AI-assisted gadgets shared space with traditional physical instruments at NAMM; at the Grammys, Recording Academy CEO Harvey Mason reaffirmed that “ only human creators ” are...

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Overanalysing our 2025 Spotify Wrapped: what MIDiA’s stats say about the industry

Tatiana Cirisano

11 Dec 2025

Fandom Spotify Streaming

Nothing signifies the holiday season like snowy days, Christmas jingles – and for many of us, Spotify Wrapped. The streaming platform’s annual listenership stats are back, and so is MIDiA’s tradition of over-analysing them.

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Online radio and community building: A closer look at NTS’ Don’t Assume Day

Laura Fisher

6 Nov 2025

Business Strategy Streaming Music

By any measure, streaming defines today’s music landscape. It’s a period in which digital platforms determine how audiences access, discover, and share music. Yet as algorithmic playlists saturate the experience, a counter current has emerged: listeners are seeking context and connection, not ju...

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Forget catalogue; creators are the new valuable IP

Hanna Kahlert

16 Oct 2025

Business Strategy Streaming Fandom

The value of entertainment catalogue and content has shifted over the last decade. Licensing usage and distribution used to underpin the system, but challenges arose as digital consumption became the default.

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Global recorded music revenues up 5.9% in H1 2025

Mark Mulligan

29 Sep 2025

Marketing Strategy Streaming Music

MIDiA is excited to announce our first ever mid-year recorded music model. Clients can access the data here , which is published as part of our H1 2025 music industry metrics report, containing more than 40 pages of market metrics, company financials, and consumer data.

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Karra, bifurcation, and YouTube’s gain

Mark Mulligan

8 Sep 2025

Product Strategy Streaming Music

A couple of weeks ago, electronic music artist Karra posted a video on YouTube about why she took her album down from streaming (one that she spent $100,000 making). She is now going to focus her efforts on YouTube (“an incredible platform for [her] artistry”), as well as selling content to musi...

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The unflattening of streaming

Mark Mulligan

21 Aug 2025

Business Strategy Streaming Fandom

This post builds on our January 2025 post ‘The unflattening of music’ which itself built on two previous pieces (you can find links to both in that post). Industries arrive at pivot points when an accumulation of fissures coalesce into one big crack.

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Netflix ramps up games spending: A strategic bet on the future of streaming

Brandon Sutton

7 Aug 2025

Business Strategy Netflix Streaming

During its Q2 FY2025 earnings call, Netflix Co-CEO Greg Peters announced plans to increase investment into its gaming division (via GameSpot ). At first glance, this move may seem surprising, given the company’s rocky experience in the gaming space so far.

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Some artists are leaving Spotify (again). Here’s what’s different now

Tatiana Cirisano

7 Aug 2025

Product Strategy Spotify Streaming

Over the past few weeks, a growing list of indie bands have decided to leave Spotify, the most prominent being Deerhoof and King Gizzard & the Lizard Wizard (a partial list has been compiled by Fader ).

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What is the value of a stream in 2025?

Olivia Jones

31 Jul 2025

Product Strategy Streaming Streaming Music

More parties than ever are becoming frustrated with streaming. For evenmany successful artists, streaming is a minority income stream, as fandom-related endeavours like live performances, merchandise, and brand deals prove to be more lucrative.

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Streaming is both retail and radio – it shouldn’t be

Mark Mulligan

26 Jun 2025

Business Strategy Streaming Fandom

In a brutally simplified view of the past, the recorded music industry had two lanes: retail and radio. Piracy killed retail. Streaming killed piracy, then went on to, if not kill, then seriously maim radio.

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20 years ago, labels targeted fandom. Will it work the second time around?

Tatiana Cirisano

27 May 2025

Business Strategy Streaming Music streaming

The New York Times headline “ The New Deal: Band As Brand ” would not look out of place in today’s pages. In the article, the writer explores how record labels are responding to a need to diversify revenue streams by seeking to monetise fandom, via expanded rights deals.

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Unintended consequences – the year ahead for streaming

Mark Mulligan

8 May 2025

Business Strategy Streaming Subscriptions

Streaming may be maturing from a revenue perspective but with two-tier (‘artist centric’) licensing and supremium, 2025 is set to be a year of transformative change in both product and business terms.

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What “Make Hollywood Great Again” really means for entertainment

Hanna Kahlert

8 May 2025

Business Strategy Streaming US

On Sunday, May 4th, President Trump announced his intent to put a “100 per cent Tariff on any and all Movies coming into our Country that are produced in Foreign Lands”. The administration has stated it is “exploring all options” and that no final decisions have been made.

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Has music reached peak fragmentation?

Tatiana Cirisano

2 May 2025

Audience Insight Streaming Music

If you have read any of MIDiA’s work, you will know we keep a close eye on the fragmentation of music consumption. Thanks to both the internet’s democratising force and the rise of recommendation algorithms, consumers are spreading their listening across more songs and artists than ever, while t...

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Are we reaching peak fandom?

Mark Mulligan

1 May 2025

Business Strategy Streaming Music

With streaming revenue growth slowing to 6.2% in 2024, the recorded music industry’s attention is firmly fixed on superfans as the ‘get out of jail free’ card. The growing sophistication of artist merch has reached the stage where fans can buy Taylor Swift fashion bags and shop her jewelry ran...

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Online culture is fragmenting: Why White Lotus spoilers are not flooding the internet

Hanna Kahlert

9 Apr 2025

Cultural trends TikTok Streaming

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 'A...

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