AI and consumer creation The superfan factor

Mark Mulligan

January 2026

This report presents data from two different MIDiA Research consumer surveys to explore consumer behaviours and attitudes in content creation, including their use of AI and its relation to fandom.

This report is for anyone and everyone looking to better understand consumer AI usage, from specific creator tools to sophistication levels. It specifically covers:

Consumer creation, consumer AI usage by age, frequency, and reasons for use
Music creation, AI, and fandom and how they are all increasingly interconnected

All data refers to the all-consumer average unless otherwise stated on individual slides.

The surveys utilised in this report are:

MIDiA Research Consumer Survey Q1 2025, US, UK, Australia, Canada, France, Poland, Spain, Colombia, Japan n = 9,023
MIDiA Research Consumer Survey Q3 2025, US, UK, Australia, Canada, France, Japan, Mexico n = 7,021

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