Reports: Social

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.

Social platform user behaviour
Q3 2024

Cover image for Social platform user behaviour
Hanna Kahlert
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 up new growth in the marketplace.
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MIDiA Research 2024-2031 global social forecasts
New frontiers and strong growth ahead

Cover image for MIDiA Research 2024-2031 global social forecasts
Hanna Kahlert and Mark Qi
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 user numbers The ability to grow time spent by those users The ability to make more money from that time spent, both from ads and increasingly from new subscription offerings Social as it was in the 2000s and 2010s has matured.
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Social is eating entertainment
The future of memes, music, social platforms, and beyond

Cover image for Social is eating entertainment
Hanna Kahlert
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 fans and viewers.
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Social platform user behaviour
Q1 2024

Cover image for Social platform user behaviour
Hanna Kahlert
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, and primary reasons for using the apps.
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Death of the town square
Social fragmentation and a decentralised digital future

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Hanna Kahlert
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 platforms’ common-ground value.
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Not all social entertainment behaviour is created equal
Audience deep dive

Cover image for Not all social entertainment behaviour is created equal
Hanna Kahlert
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 entertainment, as well as fandom behaviours and monetisation opportunities.
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Social 2.0
Social media’s survival of the fittest, and how marketers fit in

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Ashleigh Millar
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, heavily edited posts turning sour, and their thirst for authentic, participatory content growing stronger.
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The shift indoors
Entertainment audiences’ search for the affordable and the meaningful

Cover image for The shift indoors
Hanna Kahlert
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 entertainment.
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