Reports: TikTok

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.

Fandom and identity
For fans, entertainment goes beyond enjoyment of content

Cover image for Fandom and identity

Hanna Kahlert

June 2023

YouTube

Instagram

Snapchat

Across entertainment, fandom is used to judge, predict, and generate successful commissioning and distribution strategies. Fandom indicates reliable audiences who will spend money on propositions and come back for more at the next instalment. It shows who will buy merchandise, attend shows and events, or purchase in-game cosmetics.

Livestreaming strategy in a social-video world
Work with UGC, not against it

Cover image for Livestreaming strategy in a social-video world

Tatiana Cirisano

June 2023

live

Amazon Prime

gigs

Livestreamed concerts are establishing themselves as complementary experiences, rather than replacements for in-person gigs. A picture of the average livestreamer — older millennials who are entertainment super-consumers — is coming into focus. Now, as the rise of social video coincides with the return of in-person concerts and festivals, user-generated content (UGC) at shows is joining the digital concert mix.

Artists direct
Focus on passion, not professionalism

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Tatiana Cirisano

May 2023

Spotify

Spotify

SoundCloud

All eyes of the music business are on artists direct, the fastest-growing segment of the industry. But the 6.4 million artists in this segment are far from a unified group, and have varied aspirations, challenges, and needs. MIDiA’s 2023 creator survey reflects that the two largest sub-segments of artists direct are those who seek full-time music careers; and those who are passionate about music, but not seeking a full-time career.

Artists direct
Focus on passion, not professionalism

Cover image for Artists direct

Tatiana Cirisano

May 2023

Spotify

Spotify

SoundCloud

All eyes of the music business are on artists direct, the fastest-growing segment of the industry. But the 6.4 million artists in this segment are far from a unified group, and have varied aspirations, challenges, and needs. MIDiA’s 2023 creator survey reflects that the two largest sub-segments of artists direct are those who seek full-time music careers; and those who are passionate about music, but not seeking a full-time career.

Burnishing the back catalogue
Retention in an inflationary era

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Ben Woods

May 2023

Spotify

Netflix

Disney

With inflation squeezing commissioning budgets, streaming-TV services are battling to demonstrate value to consumers who risk churning under pressure from the cost-of-living crisis. The big spend on new shows to grow playbook is not only unsustainable, but also out-of-step with the consumer appetite for classic content.

AI and the future of music
The future is already here

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Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

May 2023

Spotify

SoundCloud

Netflix

Unlike most new technology hype cycles, the impact that artificial intelligence (AI) has on the world is already surpassing expectations. Within the music industry, AI will largely be an enabler and accelerant of already-existing trends and market shifts: the growth of self-releasing artists, the consumerisation of music-making, and the resulting oversaturation and hyper-fragmentation of the market.

Web 3.0 is here
Navigating the new culture of digital entertainment

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Hanna Kahlert

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.

Profiling Steam users
A valuable gamer niche

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Karol Severin

April 2023

YouTube

Amazon

Netflix

For two decades now, Steam has been one of the go-to digital game distributors, particularly for computer gamers and developers. Yet, its weekly active audience does not quite reflect a fully representative sample of computer gamers. Rather, Steam’s weekly active users (WAUs) are a specific niche of gamers, characterised by their demographics, genre preferences and wider gamer behaviours.

Bridging the creator gap
Monetising social video’s micro-communities

Cover image for Bridging the creator gap

Samuel Griffin and Ben Woods

April 2023

Subscriptions

YouTube

Twitch

The pandemic-induced boom in content creation has saturated social video platforms at a time when creators are battling a downturn in digital advertising revenues. These dual pressures of less exposure and dwindling financial returns have put pressure on mid-tier creators; the community that derives all their creator income from advertising, subscriptions, and donations, but have subscale audience to superstar creators.

Podcasts and music streaming
Mirrored growth

Cover image for Podcasts and music streaming

Annie Langston

April 2023

Apple

Apple

iTunes

The economic recession, and related layoffs at major podcasting divisions, have some questioning the future of the format. However, podcasts are following a similar trajectory as music did in its transition to streaming and have reached critical mass — 26% consumer penetration — faster than music streaming subscriptions did.

US millennial snapshot
A looming generational blind spot

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Kriss Thakrar and Tatiana Cirisano

April 2023

Spotify

YouTube

Deezer

In the US, 25-34-year-olds are the music industry’s most valuable segment. Yet their relationship with streaming is tenuous. Streaming is not meeting these consumers’ need for a more social, less algorithm-driven experience. What is more, they appear most likely to give their subscriptions up.

Podcasts and music streaming
Mirrored growth

Cover image for Podcasts and music streaming

Annie Langston

April 2023

Apple

Apple

iTunes

The economic recession, and related layoffs at major podcasting divisions, have some questioning the future of the format. However, podcasts are following a similar trajectory as music did in its transition to streaming and have reached critical mass — 26% consumer penetration — faster than music streaming subscriptions did.

Bridging the creator gap
Monetising social video’s micro-communities

Cover image for Bridging the creator gap

Samuel Griffin and Ben Woods

April 2023

Subscriptions

YouTube

Twitch

The pandemic-induced boom in content creation has saturated social video platforms at a time when creators are battling a downturn in digital advertising revenues. These dual pressures of less exposure and dwindling financial returns have put pressure on mid-tier creators; the community that derives all their creator income from advertising, subscriptions, and donations, but have subscale audience to superstar creators.

The AI entertainment revolution
How artificial intelligence will reshape media consumption

Cover image for The AI entertainment revolution

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

March 2023

Innovation

Creators

YouTube

2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting consumers, creators, and industry leaders alike.

Recorded music market 2022
Reality bites

Cover image for Recorded music market 2022

Mark Mulligan

March 2023

TuneCore

Music streaming

Kobalt

Following a spectacular year of growth in 2021, global recorded music revenue growth slowed significantly in 2022, due to the combined impact of global economic headwinds and growth slowdown in mature streaming markets. Context, though, is everything – not many industries can deliver solid growth while the global economy is in turmoil, ad markets are falling, and many emerging tech sectors are in crisis.

Attention economy
Reasons, not ways, to spend attention

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Hanna Kahlert

March 2023

Spotify

YouTube

Netflix

Audiences are consuming in different ways, on different platforms, and at different times – from lean-back passive viewing, to lean-forward on-demand, lean-in social engagement, and lean-through creation. Web 3.0, largely driven by AI, will not change this.

Podcasts and radio
How radio can play by its own rules

Cover image for Podcasts and radio

Annie Langston

March 2023

Spotify

live

Radio

Radio set the stage for music streaming and podcasts, only to watch them take portions of its audience. However, there is a clear opportunity for radio companies to assert themselves in the podcast market, drawing on decades of programming expertise to retain audiences and find new ones.

Music’s Instagram moment
The social music creation revolution

Cover image for Music’s Instagram moment

Tatiana Cirisano

March 2023

Consumer behaviour

Apple

Spotify

Social media has steadily integrated music, and music creation tools have steadily become more social. These trends are converging, accelerated by shifts in consumer behaviour and artificial intelligence (AI). The result could be a new set of music creation and re-creation tools, integrated within social platforms and geared towards casual consumers.

Year of change
Themes that will shape entertainment in 2023

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Ben Woods and Srishti Das

February 2023

Spotify

YouTube

Amazon

This report deep dives into the themes identified in MIDiA’s 2023 predictions report. These themes will drive innovation in the digital entertainment landscape in 2023 across music, video, games, audio, cultural trends, and the creator economy. Expect 2023 to be a of period significant disruption and innovation forced upon the digital entertainment industry, as nearly two decades of uninterrupted growth makes way for consumer-led disruption that is driven by a reduction in discretionary spending, attention, and willingness to make do with tired old formats.

Podcast videos
Format blurring expands podcasts’ future

Cover image for Podcast videos

Annie Langston

February 2023

Creators

Apple

Spotify

Podcasts are breaking out of traditional audio and entering the video space, as nearly a quarter of consumers now watch podcast videos monthly. Visual elements for podcasts are becoming a crucial tool to reach new audiences and engage current listeners.

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