Reports: OnlyFans

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Cover image for Social audiences are fragmenting

Social audiences are fragmenting
Social platform user profile

Hanna Kahlert

15 May 2025

YouTube YouTube Facebook

The social marketplace has been growing – but attention is a finite resource, as is consumer time. As a result, audience attention is fragmenting across many different apps, with the biggest – YouTube, Instagram, Facebook, and TikTok –still dominating.

Cover image for Germany media consumption Q4 2024

Germany media consumption Q4 2024
Growth potential on all fronts

Mark Mulligan

28 Apr 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,...

Cover image for The state and future of music fandom

The state and future of music fandom
Unleashing fan creativity

Tatiana Cirisano

21 Aug 2023

Spotify YouTube SoundCloud

Streaming is buckling under the weight of new music being released every day, listenership is fragmenting, and artificial intelligence is poised to intensify these challenges. The music industry’s next era of growth lies in monetising fandom, not consumption.

The shift indoors
Entertainment audiences’ search for the affordable and the meaningful

Hanna Kahlert

30 Sep 2022

Apple TV Netflix Disney

The Covid-19 entertainment boom is over; we are now in a highly competitive attention recession characterised largely by the attention inflation driven from accelerating rates of multitasking. This is compounded by serious global events and a cost-of-living crisis which will reduce the money audiences have available to spend on digital entertainmen...

Cover image for The rise of the lean-through superfan

The rise of the lean-through superfan
Post-Covid trends of UGC creation and entertainment

Hanna Kahlert

29 Jul 2022

Twitch Instagram TikTok

The Covid-driven entertainment boom is over, with ‘in real life’ activities taking back ground from the 12% of additional time freed by lockdown measures. The attention crunch is compounded by a cost-of-living crisis, driving consumers to make savvy choices about how much they spend, and on what.

Advertising
Marketing in the era of lean through

Hanna Kahlert

29 Jun 2022

Xbox Twitter Twitch

Audiences have shifted, first towards the on-demand content delivery model, and now increasingly towards lean-in and lean-through engagement behaviours as a native part of consumption. Advertising strategy and marketing tactics have also had to adapt accordingly.

Entertainment fandom
Monetise fandom, not attention

Mark Mulligan

12 Mar 2021

music fans Fandom Twitch

In the attention economy, entertainment consumption is intertwined and competition straddles formats and genres. The same applies to fandom. Entertainment fans are fans of not just multiple subgenres within one entertainment category, but instead across multiple entertainment formats.

Cover image for Music Product Strategy Re-boot

Music Product Strategy Re-boot
Time to Monetise Fandom, Not Access

Mark Mulligan

25 Jan 2021

Innovation Spotify Spotify

As streaming reaches maturity in many of the largest music markets and middle-tier artists struggle to make ends meet with the live music hiatus, the time has come for a music product strategy re-boot – for a bold, new wave of music products that look to build beyond streaming, delivering increased income for both rights holders and creators.