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 Profiling gamers by platform

Profiling gamers by platform

Karol Severin

21 Dec 2023

Audience Insight

This report presents key metrics and consumer insights regarding mobile gamers, console gamers, and computer gamers. It is targeted to help investors, distributors, developers, and publishers understand the nuances and commonalities between these three segments.

Cover image for Music x Climate

Music x Climate

Hanna Kahlert

7 Dec 2023

Free Report

Audience Insight

As 2023 draws to a close, and the United Nations Climate Change Conference takes place for the 28th year, it is an important time for the music industry to reflect on our impact on the environment and how we can do better. This could take a variety of forms.

Cover image for The coming sports monetisation revolution

The coming sports monetisation revolution

Tim Mulligan

5 Dec 2023

Audience Insight

Despite recent sports rights hikes (driven by tech major interventions, such as Amazon’s NFL Thursday Night Football 2021 rights agreement), sports as a broadcast asset is under increased scrutiny. An ageing audience, combined with its decreasing relative importance in home entertainment, means that live sports must work harder to justify its hef...

Cover image for Solid progress

Solid progress
German music consumer user profile

Mark Mulligan

31 Oct 2023

Audience Insight

This report presents MIDiA consumer data for key music behaviours of German consumers All data is for Germany except when ‘all country average’ is referred to. This is the weighted average of all countries surveyed Data covered includes streaming and social app usage, and key audio formats (radio, streaming, podcasts).

Cover image for Youth versus age

Youth versus age
A streaming video sanity check

Tim Mulligan

6 Oct 2023

Audience Insight

The video industry is fixated on the disengagement of youth audiences from traditional TV and the risks of this continuing unabated into the streaming TV era. However, this fear is based on flawed assumptions around the relative value of younger consumers versus older demographics – particularly the 55+s.

Cover image for Latent potential

Latent potential
Japan music consumer user profile

Mark Mulligan and Tatiana Cirisano

19 Sep 2023

Music streaming Audience Insight

This report presents MIDiA consumer data for key music behaviours of Japan’s consumers. The data covered includes streaming app usage, social app usage, key audio formats (radio, streaming, and podcasts), fandom / identity, and artist content. All data is from our Q1 2023 survey, fielded in US, Canada, Mexico, Australia, Japan, Sweden, France, Ge...

Cover image for How you play matters

How you play matters
Profiling solo, team, and couch players

Karol Severin

18 Sep 2023

Audience Insight

This report presents MIDiA’s consumer survey data, zooming in on players of specific gamer types. Data includes age, gender, income, time spent across entertainment, money spent on and inside games, as well as games genre preferences. QUESTION ASKED: Which of the following types of gameplay do you like the most? (select up to three) ANSWER OPTION...

Cover image for Ad responsiveness in the era of content saturation

Ad responsiveness in the era of content saturation

Hanna Kahlert

31 Aug 2023

Audience Insight

The digital entertainment space is more saturated than ever, with content spread and duplicated across dozens of platforms, from social to streaming. Advertising and marketing teams face incredible competition and a tough economic environment in which to elicit spend from users.

Cover image for Return to live

Return to live
Post-pandemic music fans

Kriss Thakrar and Tatiana Cirisano

20 Jul 2023

Consumer behaviour live music Music creators

Today’s live music audience skews 45+, with rock concerts and theatres / concert halls dominating sales. Fandom is by far the strongest factor in purchasing tickets, eclipsing price, and location. So, despite challenges like inflation and scalping, most concertgoers plan to attend more or the same number of concerts going forward.

Cover image for Radio WAUs

Radio WAUs
Blurring broadcast lines

Annie Langston

3 Jul 2023

Spotify Radio iHeart

The radio industry has traditionally thought in terms of monthly audiences and reach rather than engagement. It is time for the radio industry to start thinking in terms of weekly engagement so that it can better benchmark itself against the wider picture of digital entertainment It is time for radio to think in terms of weekly active users (WAUs) ...

Cover image for Not all social entertainment behaviour is created equal

Not all social entertainment behaviour is created equal
Audience deep dive

Hanna Kahlert

3 Jul 2023

Spotify YouTube Xbox

Social is an integral part of entertainment consumption This report presents key data and insights about the advanced overlaps between social behaviour (both on digital platforms and in real life) and entertainment consumption. It looks at data from nine markets, featuring segments of social platform users and the audiences of different forms of en...

Cover image for Fandom and identity

Fandom and identity
For fans, entertainment goes beyond enjoyment of content

Hanna Kahlert

1 Jun 2023

YouTube Instagram Snapchat

Across entertainment, fandom is used to judge, predict, and generate successful commissioning and distribution strategies. Fandom indicates reliable audiences who will spend money on propositions and come back for more at the next instalment. It shows who will buy merchandise, attend shows and events, or purchase in-game cosmetics.

Cover image for Live sport 2.0

Live sport 2.0
Capturing younger audiences with the creator economy

Ben Woods

1 Jun 2023

YouTube Apple TV Twitch

The funding model for live sports has created fissures between older viewers who can afford to pay a premium for live access and younger audiences who either cannot, or do not want to. While older generations are accustomed to paying for access to content, younger generations grew up in a world with accessible content galore.

Cover image for Podcasts and gamers

Podcasts and gamers
How audio can propel the gaming universe

Annie Langston and Kazia Rothwell

2 May 2023

Spotify Spotify YouTube

The rise of games-inspired content is taking entertainment by storm. This illustrates the power of not only games content itself, but the fandoms that keep it alive, revealing an audience for other entertainment formats to tap into. As games aficionados over-index for a variety of podcasting behaviours, podcasts are an opportunity for games compani...

Cover image for Games purchasing by format

Games purchasing by format
Brick and mortar is not dead

Karol Severin

2 May 2023

Audience Insight

This report presents a Q1 2023 snapshot of US gamers who bought at least one game within a six-month period (between October 2022 and March 2023). This is broken down by physical versus digital format and digital versus physical distribution channel. It covers: % of gamers who purchased a game in a physical format through a physical (brick and mort...

Cover image for Web 3.0 is here

Web 3.0 is here
Navigating the new culture of digital entertainment

Hanna Kahlert

2 May 2023

Spotify YouTube Netflix

AI has already hit entertainment at the industry level – and the impacts on audience culture will not be far behind. A variety of AI tools are now readily available on ‘fremium’ tiers at a consumer level. Companies may be looking towards what the new world of web 3.

Cover image for Profiling Steam users

Profiling Steam users
A valuable gamer niche

Karol Severin

6 Apr 2023

YouTube Amazon Netflix

For two decades now, Steam has been one of the go-to digital game distributors, particularly for computer gamers and developers. Yet, its weekly active audience does not quite reflect a fully representative sample of computer gamers. Rather, Steam’s weekly active users (WAUs) are a specific niche of gamers, characterised by their demographics, ge...

Cover image for Social platform user snapshot

Social platform user snapshot
Q4 2022

Hanna Kahlert

3 Apr 2023

Audience Insight Media and Marketing

This slide deck presents a snapshot of different social platform users, including age breakdowns, activity on social platforms, and cross-platform usage. It covers Facebook, YouTube, Twitter, WhatsApp, Pinterest, Instagram, Snapchat, Discord, and TikTok.

Cover image for Ad-supported video consumer snapshot Q4 2022

Ad-supported video consumer snapshot Q4 2022
US, UK, Australia, Canada, Germany, France, Sweden, South Korea, and Brazil

Tim Mulligan

1 Apr 2023

Audience Insight

This report presents a snapshot of ad-supported video users, including age breakdowns, time spent on video (subscription video on demand (SVOD), ad-supported video on demand (AVOD), and pay-per-view), responsiveness to ads, devices used, and TV genre preferences.

Cover image for The AI entertainment revolution

The AI entertainment revolution
How artificial intelligence will reshape media consumption

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

20 Mar 2023

Innovation Creators YouTube

2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting consumers, creators, and industry leaders alike.

© 2025 MIDiA Research Ltd. All Rights Reserved.