Blog: Content strategy

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.

What to do when the medium loses meaning

Laura Fisher

17 Jul 2025

We are living through a peculiar moment in media evolution, where the traditional categories used to organising content – TV, radio, podcast, film – are collapsing under their own weight. Not because they are obsolete, but because they do not reflect how audiences are consuming media.

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What got you here won’t get you there: how Spotify built a new business

Mark Mulligan

17 Jan 2025

Business Strategy Spotify Streaming

Since its inception, Spotify has been, and continues to be, the streaming music market’s lightning rod. This is due to its continued ability to maintain leading market share and the fact it is the only leading global DSP that is independent and therefore has to focus place more focus on commercial...

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The content versus culture conundrum

Hanna Kahlert

3 Jun 2021

Fandom tulsa Mad Men

Creating something which will please audiences in the moment and also have resonant staying power among the surrounding culture is a puzzle faced by the content strategists of today. It is also the age-old struggle of artists throughout history.

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Why Netflix Can Turn A Profit But Spotify Cannot (Yet)

Mark Mulligan

19 Jan 2017

Content strategy Netflix Netflix originals

Having just celebrated its 10 th (streaming) birthday, Netflix followed up with a strong earnings release, announcing 5.8 million net new paid subscribers in Q4 , sending its share price up by 9%. This wraps up a stellar year for Netflix, one in which it doubled down on original programming and deli...

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Netflix And The Tenth Anniversary Of Video Streaming

Tim Mulligan

16 Jan 2017

blockbuster Content strategy digital strategy

Today marks the tenth anniversary since Netflix launched its pivot into video streaming. Up until 2006, Netflix was a troubled company with repeated predictions for the inevitable demise of its DVD-rental business dating back to 2002.

How YouTubers Monetize A Shift in Social Dynamics: And Why You Should Too

Karol Severin

25 Feb 2016

Content strategy Marcus Butler media content

YouTubers have become some of the biggest reach content creators out there. The likes of Marcus Butler, Zoella and Pewdiepie are living proof that it is completely possible today for a single YouTuber to supersede the reach of large traditional content creators and their programmes for a fraction of...