Reports: subscribers

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.

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 Research 2025–2031 music creator tools forecasts
AI comes to town

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Mark Mulligan

January 2025

subscribers

AI

Business Strategy

This music creator tools forecasts report acts as a companion piece to MIDiA’s report “State of music creator economy: AI’s growing reach ” . This report provides analysis, market sizing, and forecasts for users and revenues for music creator tools revenues across the following categories: Software and services DAWs Music software (plug-ins, VSTs, generative AI, stem extraction, etc.

Music market subscriber shares 2021
Growth is not letting up yet

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Mark Mulligan

December 2021

Subscriptions

Streaming

Music Subscriptions

This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report, with quarterly data (from Q4 2015 to Q1 2021) and annual label trade revenue (from FY 2015 to FY 2020) for more than 20 streaming services across 34 different markets.

The esports viewer dossier Q1 2021

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Karol Severin

June 2021

subscribers

Gaming

Games

...

Music Subscriber Market Shares 4.0
Subscriptions Decouple from Revenue

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Mark Mulligan

September 2020

Subscriptions

Streaming

Music Subscriptions

This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report with quarterly data from Q4 2015 to Q1 2020 and annual label trade revenue from full year 2015 to full year 2019 for 27 streaming services across 34 different markets.

Sports Consumption
Measuring COVID-19’s Impact

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Alistair Taylor

July 2020

Apple

Discovery

Amazon

With the pandemic-enforced postponement of live sports creating an entertainment void for sports fans, understanding COVID-19’s impact on overall sports consumption and where audiences are substituting their finite attention is paramount for sports distributors and rights holders.

Music Subscriber Market Shares 3.0
The Big Three Dominate

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Mark Mulligan

December 2019

Subscriptions

Streaming

Music Subscriptions

This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report with quarterly data from Q4 2015 to Q2 2019 for 23 streaming services across 30 different markets. Companies...

The Paywall Paradox
Ring Fencing Advertising’s Most Valuable Consumers

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Mark Mulligan

December 2019

Spotify

Marketing

Amazon

Music and video subscribers are the most influential technology and brand advocates amongst their peer groups and are therefore the most valuable users for advertisers and brands to reach. They are consuming progressively more content behind paywalls, which, as predominately ad-free spaces, represents a growing challenge for marketers.

US and UK Sports Fans
Reaching Digital Natives

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Alistair Taylor

December 2019

YouTube

Amazon

revenue

Sports as a product is feeling the squeeze of the peak attention economy. Sports fans in the traditional sense are ageing, and appealing to a younger digitally-native audience is a fundamental issue that rights holders can no longer ignore. Sports rights holders have realised the importance of their virtual (gaming) counterparts, acknowledging that they are taking much of the attention of a large proportion of their fanbases, but also nurturing expected future fans who do not interact with the real-life version of sports.

Sports Rights
Measuring the ROI for Streaming

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Alistair Taylor

October 2019

Subscriptions

Amazon

subscribers

Measuring streaming sports audience engagement is paramount when determining which rights mix consumers are actually willing to pay for. Netflix has shown that in a saturated market, retaining consumer attention can cost twice as much as it did previously to retain the same level of user engagement.

Sports Fans Consumer Trends 2019

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Alistair Taylor

August 2019

subscribers

Netflix

Audience engagement

Sports-centric subscription video on demand (SVOD) services have largely struggled to entice subscribers, based on their current value propositions which consist mainly of niche rights. Pay-TV has the lion’s share of premium domestic sports rights, providing it with an advantageous set of assets partially justifying premium-priced contracts for its subscriber base.

Sports SVOD Services Deep Dive

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Alistair Taylor

May 2019

Apple

Spotify

Amazon

Sports-centric subscription video on demand (SVOD) services have entered international markets, looking to capture digital-native audiences from pay-TV and other established SVOD services. Eleven Sports’ demise in the UK provides the best case study for how streaming services can struggle when entering a market with insufficient rights offerings.

Sports Viewing 2018
SVOD Taking Over?

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Alistair Taylor

January 2019

Willingness to pay

Spotify

Discovery

Facing the menacing presence of streaming alternatives, TV networks find themselves under growing pressure to ensure that viewing patterns are strong enough to deliver a return on expensively acquired sports rights. Against this backdrop, sports viewing in Q3 2018 was largely one of stagnation, remaining flat at 38%, while free streaming declined.

Music Streaming Services Market Shares
H1 2018 Subscriber Share Update

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Mark Mulligan

September 2018

Subscriptions

Streaming

Music Subscriptions

This report provides a global level mid-year update to MIDiA’s Music Subscriber Market Shares report, presenting H1 2018 figures. Companies and brands mentioned in this report: Amazon, Amazon Prime Music, Amazon Music Unlimited, Apple, Apple Music,...

Streaming Services Market Shares 2.0

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Mark Mulligan

August 2018

Subscriptions

Subscriptions

Streaming

This report includes the key findings of MIDiA’s Global Music Subscriber Market Share Model in which we present the subscribers, revenues and market shares of streaming services in more than 20 different countries. This report contains charts and analysis for 11 countries including consumer survey data, while the complete excel model is posted alongside this report.

Tech Majors Market Shares Q1 2018
Advertising and Subscriptions Power Growth

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Alistair Taylor, Karol Severin, Tim Mulligan and Zach Fuller

June 2018

Subscriptions

Streaming

Apple

In Q1 2018 advertising revenue and services revenue drove strong growth for the tech majors – Alphabet, Amazon, Apple, Facebook, with Alphabet and Apple retaining their respective leads in each of those revenue segments but losing market share. Subscriptions were also a big part of the Q1 narrative; Amazon and Apple highlighted significant subscription growth underpinning their growing service businesses.

Streaming Services Market Shares
Spotify Leads Across Most Markets

Cover image for Streaming Services Market Shares

Mark Mulligan

October 2017

Subscriptions

Streaming

Music Subscriptions

This report includes the key findings of MIDiA’s Global Music Subscriber Market Share Model in which we present the subscribers, revenues and market shares of streaming services in more than 20 different countries. This report contains charts and analysis for 11 countries including consumer survey data, while the complete excel model is posted alongside this report.

Q4: 2016 Streaming Music Market Update
Competition Is Hotting Up

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Mark Mulligan

April 2017

Streaming

Spotify

YouTube

2015 was the year in which streaming music came of age but 2016 was the year when it hit the long anticipated milestone of 100 million subscribers, transforming the global recorded music business. 2016 was defined by accelerated subscriber growth, steady global expansion, new competition and strengthening streaming brand identities.