Case Studies

Cover image for Xbox Game Pass Ultimate Samsung smart-TV partnership

Xbox Game Pass Ultimate Samsung smart-TV partnership

Tim Mulligan

11 Nov 2022

Video Samsung Microsoft

Xbox Game Pass Ultimate Samsung smart-TV partnership On June 30th 2022, Xbox announced that it was bringing the Xbox app to Samsung 2022 smart TVs. Hundreds of games from the Xbox Game Pass Ultimate library, and Fortnite were to become available for the new Samsung smart-TV owners without the need for a subscription.

Cover image for 'Unholy' goes viral

'Unholy' goes viral
Social media marketing campaigns need audience support

Hanna Kahlert and Ashleigh Millar

31 Oct 2022

TikTok Marketing Strategy Media and Marketing

Music marketing has thrived in the world of TikTok, but it is about much more than just generating awareness now. Sam Smith and Kim Petras’ recent release, ‘Unholy’, illustrates a successful execution of a marketing campaign done with lean-throughengagement in mind.

Cover image for Teleparty

Teleparty

Tim Mulligan

21 Oct 2022

Video Netflix DAZN

The user experiences of streaming services in recent years have become mundane, lacking discovery, and are not additive to the consumption of video content as an entertainment activity. This lack of engagement, aside from catalogue content, has brought companies, such as Teleparty, to the forefront of community-driven ad-ons to streaming giants Net...

Cover image for Culture booms creatively when under constraint

Culture booms creatively when under constraint
The rise of house music

Hanna Kahlert

30 Sep 2022

Media and Marketing

Digital-first entertainment has changed the way that genres and creativity, can emerge and thrive in music and beyond. Independent creators are empowered by powerful recommendation algorithms to find their core bases of superfans; meanwhile, labelsstill can push select superstars to the forefront of cultural consciousness.

Cover image for Meta and games

Meta and games
The race between user interface and content

Karol Severin

29 Sep 2022

Games Cultural trends

Meta and games |The race between user interface and content Meta, formerly Facebook, has a good track record of knowing when to disrupt itself just in time to play a major role in the next generation of consumption – it successfullydisrupted itself from a desktop into a mobile-first company.

Cover image for NPR continues to capitalise on radio foundations in the podcast market

NPR continues to capitalise on radio foundations in the podcast market

Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

28 Sep 2022

Audio

Broadcast radio has a clear opportunity to further expand its traditional offerings in digital audio. By utilising its expertise in programming and content creation, radio can bring both its established audio audiences and reach a new generation of listeners through podcasts.

Cover image for Hulu and the case for hybrid ad-supported SVOD

Hulu and the case for hybrid ad-supported SVOD

Tim Mulligan

31 Aug 2022

Video

Launched in October 2007, 10 months after the launch of Netflix’s streaming video service (until that point, Netflix had been a mail-order DVD subscription business), Hulu united Comcast 21st Century Fox, Time Warner and Disney to act as a TV network hedge against the disruptive impact of subscription video on demand (SVOD) in the US.

Cover image for TikTok

TikTok
A fandom community powerhouse

Hanna Kahlert

31 Aug 2022

Media and Marketing

The advent of social interactions over digital may seem like old news now, but they have their not-so-distant origins in web 1.0 pioneer AOL and web 2.0 innovator Myspace. Early platforms mimicked and enabled ‘in real life’ personal relationships, from direct messaging to a personalised page acting like a digital decorated locker.

Cover image for A tale of two album releases

A tale of two album releases
Gunna and The Weeknd

Mark Mulligan and Tatiana Cirisano

31 Aug 2022

Music

In the on-demand streaming era, music consumption is increasingly fragmented. Consumers are spreading out their listening across varying artists and songs, and personalised recommendations algorithms are pushing them further into niches. Superstars still exist, but their impact is lessening.

Cover image for Inside the growing scene of neoperreo

Inside the growing scene of neoperreo

Mark Mulligan and Tatiana Cirisano

31 Aug 2022

Music

Neoperreo represents an up-and-coming scene that is driven by a music genre, but it is identified as much for as its sound as it is for its visual aesthetic, values, practices, and other layers. The neoperreo subgenre is a reaction to what its members view as the ‘mainstreaming’ of reggaeton, as well as the fact that reggaeton is dominated by m...

Cover image for Stranger Things, Queen’s Gambit, and Bridgerton

Stranger Things, Queen’s Gambit, and Bridgerton
Finding the balance of creation and consumption

Tim Mulligan and Hanna Kahlert

29 Jul 2022

Netflix Content strategy Stranger Things

As the attention recession meets a cost-of-living crisis, video streaming platforms must compete ever harder for consumers’ dwindling wallet share and free time. To retain (much less attract) subscribers, a balance must be struck between having depth of content library, a reasonable price point, and compelling new releases.

Cover image for How Epidemic Sound is reinventing production music

How Epidemic Sound is reinventing production music

Kriss Thakrar and Tatiana Cirisano

29 Jul 2022

Business Strategy

Founded in 2009, Epidemic Sound charges a subscription to licence its library of high-quality, “royalty-free” production music across three tiers (personal, commercial, and enterprise). Co-founder Oscar Höglund set out to solve problems on both the supply and demand side of the music sync market.

Cover image for The Morbius fandom misread

The Morbius fandom misread

Hanna Kahlert

29 Jul 2022

Audience Insight Media and Marketing

With lean-through behaviour growing ever more central to fandom, it is natural for marketing and strategy teams to look for trends in this sort of behavoiur in order to identify sentiment and fandom groups. This can take the form of tracking anything from likes on official posts, to hashtags, viral posts and videos, memes, newspaper articles, and p...

Cover image for Spotify expands the solutions to creators’ discovery problem

Spotify expands the solutions to creators’ discovery problem

Annie Langston

27 Jul 2022

Business Strategy Audio

The audio market’s growth will rely on the ability of platforms to service creators, especially as the barriers to entry continue to lower. One of the key challenges for audio creators is discoverability, with competition from other audio formats – making it even harder to be heard.

Cover image for BBC Sounds transitions radio listeners to digital audio

BBC Sounds transitions radio listeners to digital audio

Annie Langston

29 Jun 2022

BBC Audio

The expansion of the digital-audio market will rely on the transition of traditional radio listeners to digital formats. Although millennials currently dominate digital audio and gen Z is developing its listenership, older radio listeners already show an appetite for audio that has yet to be fully catered to by digital formats.

Cover image for Taco Bell’s TikTok Musical with Doja Cat and Dolly Parton

Taco Bell’s TikTok Musical with Doja Cat and Dolly Parton

Hanna Kahlert

29 Jun 2022

Media and Marketing

Consumers are growing ever-more accustomed to engaging in lean-through, creative behaviours. Thus, advertising designed for passive consumption struggles to compete with the entertainment content they are choosing to engage with through on-demand. Marketing teams must come up with creative solutions to meet consumers where they are, appealing to th...

Cover image for Reality Labs

Reality Labs

Tim Mulligan

31 May 2022

Video smart tvs VR

The world’s leading social media app provider, Meta Platforms, also happens to run the world’s largest Virtual Reality (VR) headset manufacturer courtesy of its ownership of Reality Labs, formerly Oculus. Acquired by Facebook in 2014 for $2 billion, the VR start-up has since become a central component of the renamed Meta Platforms’ metaverse ...

Cover image for YouTube Shorts

YouTube Shorts
The changing face of social

Richard Broadhurst

11 May 2022

Video

The first video uploaded on YouTube in 2005, Me at the Zoo, was 19 seconds long. Since its acquisition by Google the following year, the video platform has become the second most visited website in the world, behind Google itself. With over 2 billion monthly active users as of 2021, YouTube has now become the default global digital entertainment pl...

Cover image for YouTube

YouTube
Bridging consumption and creation

Hanna Kahlert

9 May 2022

When YouTube, then only a young start-up, was bought by Google for $1.65 billion in October 2006, the tech giant was making a billion-dollar gamble on the future of online video. Google later admitted that it had overpaid at the time, and analysts were sceptical whether it was worth it, as the initial copyright lawsuits started to roll in over the ...

Cover image for SXM Media

SXM Media
SXM Media’s advertising tool aims to better target audio consumers

Annie Langston

6 May 2022

Audio

Ad relevance is crucial for the audio advertising world, where the most attentive audio listeners are also the most likely to skip ads. In January 2022, SXM Media announced the launch of AudioID, an identity solution that intends to modernise audio advertising.

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