Reports: Apple TV+

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AI futures
Culture wars

Ben Woods, Tatiana Cirisano, Hanna Kahlert, Mark Mulligan and Kriss Thakrar

29 May 2025

Apple Spotify Deezer

AI is transforming culture, entertainment, business, and society at a rate unprecedented in the digital era. Unlike previous tech, AI is evolving at the speed of computing, not the human brain. Delivering as quickly as it promises, AI is breaking the mould.

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US SVOD consumer podcast engagement
Audio is the new spinoff

Annie Langston

1 Jun 2023

Apple Apple Spotify

As consumer attention fragments across platforms and content types, it is increasingly important for both streaming subscription video services and podcast creators to maximise their content reach. For streaming subscription video on demand (SVOD) services, podcasts provide new opportunities to reach and retain audiences.

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The rise of the silver streamer
55+ demographic reshapes video streaming

Tim Mulligan

30 Apr 2021

Amazon Amazon Apple TV

2020 brought video streaming into the mainstream, resulting in an aging consumer base as later adopters embraced the digital-first behaviour. With binge viewing typically occurring at the start of on-demand familiarisation, these new streaming subscribers are at risk of succumbing to accelerated churn rates, as savvy switching is likely to follow.

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The Great Reaggregation
Lockdown, Demand and Consolidation

Tim Mulligan

29 Jan 2021

Amazon Amazon Apple TV

COVID-19 removed the constraints imposed by peak attention, leading to a surge in home-based entertainment consumption and streaming adoption. Fortuitous timing, enforced home working and the end of the commute, tied in with the need to entertain home-bound children, has greatly accelerated direct-to-consumer (D2C) adoption.

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Cultural Trends in 2021
Navigating a New Normal

Hanna Kahlert

10 Dec 2020

Apple Apple Spotify

Behaviours under coronavirus-driven lockdowns accelerated underlying digital consumption trends. Remote working and ongoing restrictions mean streaming behaviour is up across formats and demographics at the same time that some traditional entertainment formats effectively ceased.

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The Case for News in Video D2C Services

Tim Mulligan

30 Oct 2020

Apple Apple YouTube

Digital disruption of the traditional pay-TV landscape was led by subscription video on demand (SVOD) services using scripted drama to gain consumer adoption, one of pay-TV’s very own four pillars. With SVOD originals strategy now diversifying into factual and reality, the two remaining pay-TV pillars sports and news are all that is stopping SVOD...

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Q1 2020 UK Sports Betting Consumer Engagement Snapshot

Tim Mulligan and Alistair Taylor

5 Oct 2020

Netflix iOS android

This mini report is a review of trends and data on sports betting from Q3 2019 to Q1 2020 in the leading English-speaking markets of the US, UK, Canada, and Australia, with a focus on UK sports betters. MIDiA Research conducts quarterly surveys in key markets to gain insight into self-reported consumer trends in sports engagement through content, m...

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Q2 2020 UK Video Consumer Deep Dive

Tim Mulligan

19 Aug 2020

Apple YouTube YouTube

UK video engagement in Q2 2020 remains primarily a two-horse race between subscription-based Netflix and ad-supported YouTube, which returned to dominance with 55% weekly average user penetration – three percentage points higher than Netflix. Against this trend new streaming entrant Disney+ has achieved 16% weekly average user penetration, underl...

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Recovery Economics
Post-Lockdown TV

Tim Mulligan

8 Jul 2020

Apple Amazon Streaming video

As society emerges from the COVID-19 imposed lockdown, the ongoing impact on TV production will be significant; returning to normal means adapting to the constraints of social distancing. The increased use of sound stages and green screen facilities will become the norm in the absence of a COVID-19 vaccine.

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D2C 2020
Media, Tech and Communications Majors Go Head to Head

Tim Mulligan

30 Apr 2020

US UK Italy

The current division between the new video D2C entrants of 2019/2020 has revealed a strategic split between those that are leveraging established distribution advantages versus those focused on monetising existing content assets. The current market distortions wrought by the ongoing COVID-19 epidemic have placed power firmly in the hands of service...

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Awareness and Demand Indicators for Disney+ versus Apple TV+

Tim Mulligan

21 Feb 2020

Apple Apple TV Disney

Awareness and Demand Indicators for Disney+ versus Apple TV+ in Q4 2019 / Q1 2020 On November 1st 2019 Apple TV+ launched, followed by Disney+ on November 12th. Both services represent flagship direct-to-consumer (D2C) services, headed by a dominant tech major and a dominant media major respectively – representing the diverging strategic drivers ...

Cover image for Building Show Fandom in the Streaming Era

Building Show Fandom in the Streaming Era

Tim Mulligan

13 Feb 2020

Apple Spotify Marketing

The direct-to-consumer (D2C) video big bang moment is getting into stride, with Peacock and HBO Max following Apple TV+ and Disney+ into the already-congested video streaming marketplace. TV show marketing teams now face unprecedented competition for audience attention and mindshare.

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US Video Consumer Behaviour Q4 2019
End of the Beginning for the Streaming Transition

Tim Mulligan

30 Jan 2020

Streaming video Apple TV Netflix

This report presents key trends and analysis from MIDiA’s quarterly Video Brand Tracker survey, including devices for viewing, video streaming activities, subscription video on demand (SVOD), demographics, video streaming app users, and top-streamed TV shows.

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Direct to Consumer 1.1
Video’s Big Bang Moment

Tim Mulligan

14 Oct 2019

Streaming Apple Spotify

2019 marks the biggest shift in the US video market since Netflix’s pivot into streaming in 2007. Apple, Disney and AT&T-owned Warner Media are preparing for their direct-to-consumer (D2C) launches into the US market in Q4 2019/Q1 2020. How they fare will have a significant impact on the global evolution of video subscriptions.

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US SVOD Subscriber Deep Dive
2019

Tim Mulligan

31 Jul 2019

Streaming Streaming video Netflix

In the build-up to the Disney+ launch in November 2019, the US market is dominated by the big five of Netflix (currently number one for paid subscriptions with 60.2 million), Amazon Prime Video, Hulu, HBO Now and CBS All Access. Hulu showed the most dramatic growth, with a 41% increase in subscribers between Q1 2018 and Q1 2019.

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Netflix After Q2 2019
Post-Peak or Strategic Reset?

Karol Severin, Tim Mulligan and Amanda Stears

25 Jul 2019

Free Report

Streaming Streaming video Apple TV

With a market capitalisation 122 times its current annual net income, Netflix suddenly finds itself scrambling to justify its price-to-earnings ratio. The July 17th earnings call knocked 11% off the market capitalisation of the poster-child of the streaming era in a matter of two days – equivalent to the entire market capitalisation of Snap Inc, ...

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Direct to Consumer
Video’s Big Bang Moment

Tim Mulligan

7 Jun 2019

Streaming Apple Spotify

2019 marks the biggest shift in the US video market since Netflix’s pivot into streaming in 2007. Apple, Disney and AT&T-owned Warner Media are preparing for their direct-to-consumer (D2C) launches into the US market in Q3/Q4 2019. How they fare will have a significant impact on the global evolution of video subscriptions.

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