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.

Reintroducing scarcity
How entertainment can find value amid the growing digital clutter

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Hanna Kahlert
Games, sports, music, video, audio, and social content all compete not only for consumers’ attention (and money), but also their fandom. However, the oversaturation of content is devaluing entertainment itself, by overly commodifying it. Entertainment businesses and content providers will need to rethink how to generate better value for audiences...
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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, heav...
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2023 MIDiA predictions
Pivot point

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Kazia Rothwell and Ben Woods
In this report, MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, games, marketing, audio and cultural trends in 2023 and beyond. Themes for 2023: Cost-of-living crunch: Entertainment spending will weaken, but some formats will fare better than others Perceived value wil...
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Closing the background gap
Focused versus background audio listening

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Kriss Thakrar, Tatiana Cirisano and Annie Langston
The rise of attention inflation means that consumers are maximising their limited time by multitasking between various formats, spurring a rise in background consumption. This creates a “new” space for platforms to compete for consumers’ time. Among entertainment formats, audio is best placed to conquer background listening, but music streami...
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A field of all levels
Strategizing music’s attention economy

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Tatiana Cirisano
Over roughly the past decade, each stage in the evolution of the attention economy accelerated the pace of fragmentation and oversaturation in music, unearthing new challenges for each micro-generation of artists. With all these generations now competing in the same playing field, artist strategy depends strongly on the era in which they rose to pr...
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State of the music creator economy
Post-lockdown growth

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano
The Covid pandemic created a unique catalyst for the music creator economy. More time on hands and more cash in pockets gave novices and veterans alike the opportunity to spend both more time and money making music. Though the pandemic was a peak, it also marked the start of a new era for the music creator economy across every one of its aspects, f...
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Radio audiences
A window of opportunity

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Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston
Streaming claimed radio’s younger, music-focused audiences while podcasts are now beginning to do the same for older, spoken-word audiences. However, it is not yet determined that the impact needs to be as disruptive for radio companies. With radio audience declines slowing, and even experiencing a modest rebound, a window of opportunity exists f...
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Re-creating the creator economy

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst
Streaming first democratised the means of consumption, then distribution, and now production. Though the promise of the long tail may not have materialised quite as expected, long-tail and mid-tail creators are now a central component of the digital-entertainment economy.
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