Reports: hulu

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.

Year of change
Themes that will shape entertainment in 2023

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Ben Woods and Srishti Das
Spotify
YouTube
Amazon
This report deep dives into the themes identified in MIDiA’s 2023 predictions report. These themes will drive innovation in the digital entertainment landscape in 2023 across music, video, games, audio, cultural trends, and the creator economy. Expect 2023 to be a of period significant disruption and innovation forced upon the digital entertainment industry, as nearly two decades of uninterrupted growth makes way for consumer-led disruption that is driven by a reduction in discretionary spending, attention, and willingness to make do with tired old formats.
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Re-creating the creator economy

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst
Apple
Spotify
YouTube
Streaming first democratised the means of consumption, then distribution, and now production. Though the promise of the long tail may not have materialised quite as expected, long-tail and mid-tail creators are now a central component of the digital-entertainment economy.
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Attention recession impacts on D2C growth

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Richard Broadhurst
Subscriptions
Streaming
Spotify
Weekly active user (WAU) penetration for the top streaming services is now slowing with quarter-on-quarter growth effectively flat for the leading subscription video on demand (SVOD) services. Peak attention is now clearly here for video. The looming attention recession, which is already impacting the wider digital entertainment landscape, will exacerbate the greater underlying disengagement trends such as cancelling subscriptions that are starting to impact on video.
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Audio consumption
The entertainment aficionado opportunity

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Annie Langston
Spotify
Amazon
Google
Streaming platforms are continuing their investment in podcasting despite relatively slow adoption from listeners. Identifying enthusiastic consumer segments will be crucial to accelerating audience growth. Entertainment aficionados (i.e., those who spend more than the average time and money on specific entertainment formats) in music, games, and video streaming show the signs of being fit for such a market.
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Sci-fi video fan consumer snapshot, Q2 2021
US, Canada, Australia, UK, Germany, France, Sweden, South Korea, Brazil

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Tim Mulligan
Video
YouTube
Amazon
This slide deck presents sci-fi video fan consumer demand covering video services, live TV viewing, binge viewing, device viewing, YouTube consumption, and leading video services by WAU penetration. The accompanying dataset includes the demographic breakdown for each segment by age (16-19, 20-24, 25-34, 35-44, 45-54, 55+), by distribution (absolute numbers of consumers), and by penetration (percentage of engagement for each activity).
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Themes

Verticals