Reports: Audience Insight

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

2024 audio consumer profile
Habits, platforms, and personas

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Laura Fisher
Apple
Spotify
YouTube
This report presents MIDiA’s audio consumer survey data with a view to understand the global audio consumer.This report is a compilation of the most recent MIDiA audio data. Key data in this report: Platforms that podcast monthly listeners use to access their podcasts, Q4 2024, global Podcast monthly listeners main ways of discovering podcasts, Q3 2024, global Total number of audio subscriptions paid for per consumer, Q4 2024, global Average weekly hours spent listening to audiobooks vs.
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UK media consumption Q4 2024
A mature market with niche growth prospects

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Laura Fisher
Streaming
Streaming Music
US
This report presents MIDiA consumer entertainment data across media, music, audio, and games. Key data and insights: Time spent and weekly active users (by format and platform)for streaming music, podcasts, social media, games consoles and more. All data refers to the UK only (n = 1,000) except for ‘all-country average’ referring to the weighted average of all nine countries surveyed.
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Music streaming consumer profile Q4 2024
Stabilisation and fandom slowdown

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Mark Mulligan and Tatiana Cirisano
Willingness to pay
Music consumers
Streaming
Consumer music behaviours are both stabilising and showing signs of coming change. Change that could be challenging for all music business stakeholders, especially with regards to fandom monetisation. This report presents data-focused visuals and impactful analysis of trends and anomalies that will inform your understanding of what is happening to today’s music consumer, why it is happening, and where these trends are heading.
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Splice x MIDiA Sounds of 2025

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Kriss Thakrar, Tatiana Cirisano, Samuel Griffin, Mark Qi and Olivia Jones
Free Report
Splice
Audience Insight
Splice is an engine powering producers across the world. With one ofthe largest, most sonically-diverse catalogues of sounds and samples, itprovides the music that makes the music for some of the most popularartists on the planet. Sabrina Carpenter’s hit “Espresso”, produced byJulian Bunetta, is a key recent example, with a sound pack by influentialproducer Oliver featuring prominently.
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Global South rising
Streaming audiences in China, Turkey, and South Africa

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Tatiana Cirisano
Spotify
YouTube
Deezer
It is increasingly clear that the future of the global music streaming business relies heavily on the Global South markets, which include Latin America, Asia Pacific, and the Rest of World. Most subscription growth is coming from these regions, which will collectively dominate the global music subscriber base by 2031, according to MIDiA’s global music forecasts.
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From casual listeners to podcast purists
Mapping podcast platform preferences

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Rutger Rosenborg
Audience Insight
Consolidation has arrived in audio. As some tech companies turn to a multi-format strategy to keep users engaged, it becomes more difficult for single-format platforms to compete for the same subscriber base. Companies sticking to the single-format vision of podcasting run the risk of losing even more market share to YouTube and Spotify, but there remains a highly engaged niche of podcast purists that are still serviceable by the single-format platforms.
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French music consumer user profile
Unlocking fandom

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Tatiana Cirisano
Audience Insight
This report presents MIDiA consumer data for key music behaviours of French consumers. Key data and insights in this report: Monthly music streaming behaviours of French consumers Listening habits of French consumers, monthly, weekly, and daily breakdown French popular radio station daily and weekly usage French daily active usage, weekly active usage, and paid subscribers, for leading music streaming services France time series survey data from between Q2 2020 and Q2 2024, which includes weekly active users of key music streaming platforms Most popular types of music subscription plans (family plan, student plan, etc.
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High tide raises all ships
Leveraging the cultural tidal wave of Grand Theft Auto VI

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Rhys Elliott
Audience Insight
Grand Theft Auto VI ( GTA 6 ), due to be released in autumn 2025, is on track to be one of the biggest entertainment launches of all time. It will capture a significant amount of consumer attention. Marketers in and outside of the gaming industry have a choice –– either resist and face the increased challenge of capturing consumer attention during this time or embrace the GTA zeitgeist and ride the wave.
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