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.

Cover image for Socioeconomics of podcast listening

Socioeconomics of podcast listening
Engaging a higher value audience

Rutger Rosenborg

11 Oct 2024

Creators Subscriptions Radio

Podcasts alone will struggle to monetise via subscriptions, leaving advertising as podcasts’ key source of revenue for the foreseeable future. However, podcasts do attract high-earning, high-spending audiences, which are often hard to reach with conventional advertising.

Cover image for Music creator survey

Music creator survey
Recalibration

Mark Mulligan and Tatiana Cirisano

24 Sep 2024

Audience Insight

The music creator economy has been slowly developing but was thrust into the spotlight by a surge of new creators during the Covid lockdowns. As with any bubble, it eventually burst; many creator tools companies saw the ensuing surge flatten post-lockdown.

Cover image for From casual listeners to podcast purists

From casual listeners to podcast purists
Mapping podcast platform preferences

Rutger Rosenborg

10 Sep 2024

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 ...

Cover image for The ‘why’ and ‘what’ behind in-game spending

The ‘why’ and ‘what’ behind in-game spending

Karol Severin

29 Aug 2024

Audience Insight

As the games industry matures and global games revenue growth slows down, in-game spending will remain one of the industry’s key growth drivers. Historically, in-game spending was mostly associated with advantage-gaining items. In 2024 however, cosmetic in-game items account for the majority of in-game spending and will be increasing their share ...

French music consumer user profile
Unlocking fandom

Tatiana Cirisano

20 Aug 2024

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 us...

Cover image for High tide raises all ships

High tide raises all ships
Leveraging the cultural tidal wave of Grand Theft Auto VI

Rhys Elliott

30 Jul 2024

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 dur...

Cover image for Audio psychographics

Audio psychographics
Understanding why people listen

Rutger Rosenborg

25 Jul 2024

Audience Insight

With so much content competing for consumers' attention, it is not enough to just give them ways to spend their limited resources (time and money). Audio companies must also give consumers reasons to do so. Therefore, to grow the audio market, knowing the reasons consumers choose one format over another is key to driving audience strategy, product ...

Cover image for Entertainment behaviour

Entertainment behaviour
The frequency factor

Mark Mulligan

18 Jul 2024

Audience Insight

This report presents a holistic view of entertainment behaviour for music, video, games, social, and audio. Traditionally, entertainment services report users in terms of monthly, and occasionally weekly or daily users. This report goes much deeper into user behaviour by additionally measuring how many times a day consumers use apps as well as when...

Cover image for Sustainability from chaos

Sustainability from chaos
How today’s artists find sustainable success in a turbulent music industry

Mark Mulligan, Keith Jopling, Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Fernanda Balzaretti and Ula Kalkyte

10 Jun 2024

Free Report

Audience Insight

Success in the modern music industry has been transformed by the streaming era. Previous markers and methods, such as national charts and radio plays, have been replaced by streaming playlists and social platforms. Yet, while executives can look at high-level metrics across their portfolios, individual artists struggle with the increasingly persona...

Cover image for Golden years, golden opportunity

Golden years, golden opportunity
Older gamers are a key growth opportunity in a challenging games market

Rhys Elliott

28 May 2024

Audience Insight

Unlike in the past, gamers are now sticking with games through adulthood and into old age, leading to a growing segment of older gamers. Older gamers are a valuable segment posing a key growth opportunity for games companies in a stagnant market. Yet, most game makers do not currently cater to older gamers.

Cover image for Niche is mainstream

Niche is mainstream
How scenes, niche aggregators, and creators will reshape entertainment

Hanna Kahlert

25 Apr 2024

Audience Insight

As niche officially becomes mainstream, the entertainment industry faces a delicate balance. Audiences are losing interest in broad, mainstream propositions, but hyper-personalised niches are inherently difficult to scale and monetise while retaining what made them special to fans in the first place.

Cover image for MIDiA Research Panel Creator Survey

MIDiA Research Panel Creator Survey
2023

Kazia Rothwell

21 Mar 2024

Audience Insight

Key data and insights included in this report: Analysis of MIDIA Research’s creator panel, including age, gender, and region Type of creative content produced by panel creators Time, money, and, earnings of creators Analysis of drivers and major inhibitors...

Cover image for BE THE CHANGE

BE THE CHANGE
Gender equity in music

Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Ashleigh Millar, Samuel Griffin and Kazia Rothwell

8 Mar 2024

Free Report

Business Strategy Audience Insight

In many ways, women ruled the music industry in 2023. Women swept the 2024 Grammy Awards, winning all the “big four” categories. Taylor Swift and Beyoncé completed record-breaking tours and, according to the USC Annenberg Inclusion Initiative, the share of women artists on Billboard’s US Hot 100 year-end chart reached a 12-year high of 35%.

Cover image for Pluto TV Q4 2023 consumer deep dive

Pluto TV Q4 2023 consumer deep dive

Tim Mulligan

7 Mar 2024

Audience Insight

This slide deck presents a snapshot of Pluto TV users across video, games, and music. It includes age breakdowns, time spent on video, money spent on video, video, games, music, multimedia subscription penetration, and likeliness to savvy switch. Key data and insights included in this report: Penetration of Pluto TV users in US, UK, Canada, Germany...

Cover image for Paramount+ Q4 2023 consumer deep dive

Paramount+ Q4 2023 consumer deep dive

Tim Mulligan

1 Mar 2024

Audience Insight

This slide deck presents a snapshot of Paramount+ users across video, games, and music. It includes age breakdowns, time spent on video, money spent on video, video, games, music, multimedia subscription penetration, and likeliness to savvy switch. Key data and insights included in this report: Penetration of Paramount+ users in US, UK, Canada, Ger...

Audiobook consumer profile
A focused, engaged niche

Kazia Rothwell

29 Feb 2024

Audience Insight

Key data and insights included in this report: Audiobook user snapshot, behaviours and demographics compared to the average consumer Change in time spent and listenership of audiobooks compared to other audio streams Audio behaviours, including multitasking, background and focused listening, time of day and location of listening Year-on-year analys...

Cover image for Games subscription user deep dive

Games subscription user deep dive
More is more

Karol Severin

28 Feb 2024

Audience Insight

Games subscriptions are playing an increasingly important role in the distribution section of the games industry’s value chain. A growing number of developers, therefore, must think through whether to partner with subscription services and, if so, which ones.

Cover image for Social landscape

Social landscape
Mapping the balance of platforms’ audience, features, and strategy

Hanna Kahlert

13 Feb 2024

Audience Insight

This report maps how social platforms are used by consumers, looking at behaviours such as talking to friends, shopping / browsing, and creating content. It further looks at how this differs with age. The current marketplace is maturing, with platforms now either pursuing a “do everything well” or a “do one thing the best” approach.

Cover image for Superstars and their superfans

Superstars and their superfans
Turning point

Tatiana Cirisano

8 Feb 2024

Audience Insight

Key data and insights included in this report: Consumer awareness, listenership, and fandom rates of music stars including Taylor Swift, Ariana Grande, Ed Sheeran, Drake, Billie Eilish, Post Malone, The Weeknd, Dua Lipa, Olivia Rodrigo, and Bad Bunny Analysis of these artists’ super fans by proportion of total fans, age and propensity to buy merc...

Cover image for Optimising the monetisation opportunities for TV and film fandom in the TV-streaming era

Optimising the monetisation opportunities for TV and film fandom in the TV-streaming era

Tim Mulligan

6 Feb 2024

Audience Insight

In an increasingly saturated entertainment landscape, understanding the fandom overlaps between previously distinct media formats is more important than ever. This is especially important for video as TV and film still retain their role as the central hub of mainstream entertainment.

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