Reports: Social

Social platforms constitute their own market within entertainment, contributing to and competing with more traditional forms. Get unique entertainment insights on attention saturation, creator economics, the “death of the (digital) town square”, and more

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 The future of (US) TikTok

The future of (US) TikTok
Implications for the social marketplace

Hanna Kahlert

16 Apr 2025

Social Business Strategy TikTok

TikTok has played a significant role in digital culture over the last five years, driven largely by pandemic-era adoption and knock-on effects. From marketing strategies to viral trends, it has become inextricable from Gen Z culture. Yet it now faces risk of disruption in the US and possibly beyond as a result.

Cover image for Social 2025

Social 2025
Navigating platforms for fan power

Hanna Kahlert

19 Feb 2025

Creators Spotify Social

The biggest apps are in the process of disruption. TikTok’s uncertain future and Meta’s apps relaxing content restrictions and fact checking will constitute greater challenges for creators, advertisers, and audiences looking to use and benefit from these platforms.

Cover image for Social platform user behaviour

Social platform user behaviour
Q3 2024

Hanna Kahlert

19 Dec 2024

Marketing Strategy

Competition among social platforms is intensifying, with attention largely saturated and new regulations poised to upset the balance of power among incumbents. While growth is left in the overall market, it will largely be driven by YouTube and a cohort of smaller disruptor platforms – with fragmentation happening as these disruptors begin to eat...

Cover image for MIDiA Research 2024-2031 global social forecasts

MIDiA Research 2024-2031 global social forecasts
New frontiers and strong growth ahead

Hanna Kahlert and Mark Qi

14 Nov 2024

YouTube Facebook Instagram

More than ever, social platforms are the de facto way that consumers interact not only with entertainment but with the internet itself. As internet access expands in emerging markets and social platforms continue to eat up digital entertainment consumption in developed ones, further growth is inevitable because the market has: The ability to grow u...

Cover image for Social is eating entertainment

Social is eating entertainment
The future of memes, music, social platforms, and beyond

Hanna Kahlert

15 Oct 2024

Product Strategy

Entertainment is now a key reason consumers engage with social platforms, opening new opportunities for social and raising new challenges for traditional entertainment. Social platforms offer not only a place to consume original content IP, but to create content around it, engage with the content discussing and unpacking it, and interact with other...

Cover image for Social platform user behaviour

Social platform user behaviour
Q1 2024

Hanna Kahlert

16 Jul 2024

Marketing Strategy

The social platform marketplace is mature, with user growth stabilising, and the established platforms now fiercely competing for shares of a finite amount of available time. This report analyses the behaviours of the audiences engaging with social platforms; including daily active use market shares, monetisation aptitude, social video time spent, ...

Cover image for Death of the town square

Death of the town square
Social fragmentation and a decentralised digital future

Hanna Kahlert

13 Jun 2024

Cultural trends

Social platforms have long ‘civilised’ the online world by providing common gathering grounds, but internal disruption and proliferating competition threaten this status quo. While the dominant players are unlikely to change substantially, competition, on-platform feature fragmentation, and algorithmic ‘filter bubbles’ will dilute social pl...

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 The future revenue roadmap for ‘social’ platforms

The future revenue roadmap for ‘social’ platforms
Ads, subscriptions, and creator tools

Hanna Kahlert

14 Dec 2023

Product Strategy

As social platforms take a prominent role in the businesses of both professional creators and entertainment companies, and user creativity expands, social platforms have an opportunity to diversify their revenue streams and evolve their USPs in this changing marketplace.

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 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 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 Social platform user snapshot Q3 2022

Social platform user snapshot Q3 2022

Hanna Kahlert

4 Jan 2023

Social media Audience Insight Media and Marketing

This slide deck presents a snapshot of different social platform users, including age breakdowns, time spent on social overall, time spent creating content, and ad tolerance. It covers Facebook, YouTube, Twitter, WhatsApp, Pinterest, Instagram, Snapchat, Discord, and TikTok.

Cover image for Social 2.0

Social 2.0
Social media’s survival of the fittest, and how marketers fit in

Ashleigh Millar

21 Dec 2022

YouTube Netflix Facebook

The history of social media has long been defined by continual evolution and iteration, but now shifts across the value chain are becoming more substantive, heralding a new era. Social platforms themselves are changing, and so too are the attitudes, expectations, and behaviours of their users, with audiences’ appetites for carefully curated, heav...

Cover image for Lean-through listening

Lean-through listening
The impact of context on consumption and ad responsiveness

Hanna Kahlert

30 Nov 2022

Media and Marketing

This slidedeck features data from MIDiA’s Q3 2022 Consumer Survey, looking at segments ofmusic listeners, and their listening and discovery behaviours. This coversmusic services consumption, music video viewing, music downloading, playlistcuration behaviour, attending concerts, and more.

Cover image for Social media marketing is becoming its own cultural moment

Social media marketing is becoming its own cultural moment

Hanna Kahlert and Ashleigh Millar

31 Oct 2022

Spotify YouTube Facebook

Audiences are changing the ways they interact with entertainment, as well as how they respond to advertising and marketing designed to promote it. Audiences are increasingly creative and engage in lean-through behaviours, are less tolerant of ads, and want more authenticity in their digital social lives.

Cover image for The shift indoors

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 Lean-through consumption

Lean-through consumption
Communities are key

Hanna Kahlert

31 Aug 2022

Spotify YouTube Netflix

Entertainment consumption is increasingly shaped by context, as consumers are driven by attention saturation to overlap behaviours as well as choose between them. Different forms of entertainment are better suited to different contexts, with some lending themselves to more social behaviours than others.

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.

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