Media Reports from MIDiA Research

India market focus
A fandom and AI-forward online population

Hanna Kahlert

June 2025

Fandom

Online Indian consumers are expected to be early movers. They are high entertainment consumers, AI enthusiasts, and high spenders – especially on fandom. This report explores a population that is an early adopter, format-agnostic, mobile-first audience, with huge growth potential.

Germany media consumption Q4 2024
Growth potential on all fronts

Cover image for Germany media consumption Q4 2024

Mark Mulligan

April 2025

US

UK

France

This report presents MIDiA consumer entertainment data across media, music, audio, and games. Data covered includes streaming music, podcasts, social media, games consoles, and much more. All data is from our Q4 2024 survey, fielded in US, Canada, Brazil,...

UK media consumption Q4 2024
A mature market with niche growth prospects

Cover image for UK media consumption Q4 2024

Laura Fisher

April 2025

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 weighte...

Podcasts as a key information source
Implications for media companies

Cover image for Podcasts as a key information source

Rutger Rosenborg

April 2025

Media

Podcasts

Audience Insight

Podcasts have begun to rival traditional media as a key source of news and political information for podcast listeners, especially among millennials and Gen Z. To stay relevant, traditional media must innovate, while podcast companies can solidify their dominance.

Music discovery snapshot Q4 2024
Breaking through the noise

Cover image for Music discovery snapshot Q4 2024

Olivia Jones

March 2025

Streaming

Marketing

Artists

Breaking through the noise is more important than ever for artists. As passive listening grows, facilitating active discovery has become a challenge. On top of this, the way consumers discover music is changing (and fragmenting) as streaming plays a weaker role in music discovery, overshadowed by YouTube and social media for younger consumers.

Streaming TV’s fight on social’s stage
Tactics for a short-form video future

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Ben Woods

February 2025

Streaming

live

YouTube

Streaming TV and social platforms have long competed for audience attention but from separate lanes. Now, these roads are merging in the social platforms’ favour as the likes of YouTube and TikTok evolve into kaleidoscopes of entertainment content, from vlogs and music videos to live sport and TV series.

MIDiA's gamer segmentation
Prioritise why – not just how – players engage with games

Cover image for MIDiA's gamer segmentation

Rhys Elliott

February 2025

Amazon

Netflix

Gaming

The games landscape is more dynamic and interconnected than ever, demanding a deeper understanding of why players engage with games – not just how. We are proud to introduce MIDiA’s gamer segmentation, which focuses on motivations, attitudes, and underlying reasons behind gaming behaviours.

Social video
TikTok sets the pace

Richard Broadhurst

May 2022

YouTube

digital natives

Facebook

Social video is optimising lean-through engagement for digital natives, with simple editing features, filters, and music. Value for younger digital natives (those aged 16-19-years-old) lies in co-creation, sharing and liking. User-generated content (UGC) creation has contributed to the success of short-form video, as users seek to have an impact wi...

Esports viewers update
A valuable segment with a (solvable) growth problem

Richard Broadhurst

May 2022

Vevo

Facebook

Twitter

Esports currently struggle to attract consumers beyond esports enthusiasts and players of esport-centric titles. Despite growth problems, the esports viewer segment remains valuable. These consumers have large amounts of time and money spent across entertainment, as well as high ad tolerance.

The four key cultural trends transforming digital entertainment in 2021 and beyond

Hanna Kahlert

August 2021

Marketing

live

Amazon

The effect of streaming on entertainment is not new, but as we move into the era of mainstream vaccinations, the shifts in streaming-driven consumer behaviour over the last year and a half will drive fundamental changes. From the rise of virtual events to the fall of the box office opening weekend, underpinned by the swift commodification of conten...

Sci-fi video fan consumer snapshot, Q2 2021
US, Canada, Australia, UK, Germany, France, Sweden, South Korea, Brazil

Cover image for Sci-fi video fan consumer snapshot, Q2 2021

Tim Mulligan

August 2021

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...

Paid News
Legacy Titles and New Media Compete For Share Of Digital Voice

Zach Fuller

June 2017

Apple

Amazon

Google

In an economy based on attention, the monetisation of news in 2017 balances declining advertising revenues against a push towards building subscribers. Emerging business models and shifts in consumer behaviour are reshaping news monetisation and directly impacting the publishers of news content.

Reports: Media