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.

Audiobook consumer profile
Following in podcasts’ footsteps

Annie Langston

4 Jan 2023

Apple Spotify YouTube

The audiobook market is at an important stage of its evolution. Similar to podcasts, the niche format is trying to grow amid heightened competition for consumers’ time and attention, while the looming recession puts subscriptions growth and retention under pressure.

Cover image for Stream, interact, repeat

Stream, interact, repeat
Why SVOD needs a social engagement revolution

Ben Woods

4 Jan 2023

YouTube Netflix roku

Audience engagement with subscription video on demand (SVOD) services is sliding, with multi-tasking on social media often relegating shows to background viewing. Social media is the threat, but also the catalyst for a radical recalibration of the SVOD viewing experience that will help these services claw back what is lost.

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 2023 MIDiA predictions

2023 MIDiA predictions
Pivot point

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

20 Dec 2022

Apple YouTube Amazon

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...

Cover image for Closing the background gap

Closing the background gap
Focused versus background audio listening

Kriss Thakrar, Tatiana Cirisano and Annie Langston

30 Nov 2022

Spotify Radio YouTube

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...

Cover image for A field of all levels

A field of all levels
Strategizing music’s attention economy

Tatiana Cirisano

29 Nov 2022

Consumer behaviour Music creators Record labels

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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DSP user profiles
Small is beautiful

Mark Mulligan

29 Nov 2022

Spotify YouTube Deezer

With streaming music now in its mature growth stage in most leading music markets, differentiation will be key to unlocking further growth pockets. While this will likely require innovation in both product and licensing, there are already clear signs that the streaming services are developing userbases with distinct and varied behaviours and charac...

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 Streaming’s next growth phase

Streaming’s next growth phase
The necessity of differentiation

Tatiana Cirisano

28 Oct 2022

Apple Spotify YouTube

DSPs have long been able to grow their subscriber bases despite all offering essentially the same experience. Yet the freemium model is reaching a saturation point, putting slow but steady pressure on DSPs to find new ways to grow subscribers and revenue.

Cover image for After digital

After digital
The search for a cheaper cultural moment

Hanna Kahlert

28 Oct 2022

Spotify Pandora SoundCloud

Audiences are becoming ever-more creative and this proclivity will come into its own over the coming period of economic, social, and political turbulence. To reconnect with each other while conserving their financial resources, these audiences will increasingly employ their digital-savvy pandemic learnings in the way that they consume entertainment...

Cover image for Podcast market value chain

Podcast market value chain
The next investment is the listeners

Annie Langston

27 Oct 2022

Creators Apple Spotify

Investments from major audience platforms in audio infrastructure, such as hosting platforms and advertising, kickstarted the growth of the podcast market. With the basic infrastructure now in place, it is time for the major platforms to focus on growing the format by expanding listenership and user experience.

Cover image for State of the music creator economy

State of the music creator economy
Post-lockdown growth

Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

30 Sep 2022

Apple Spotify live

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...

Cover image for Radio audiences

Radio audiences
A window of opportunity

Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

25 Sep 2022

Streaming Music Spotify Radio

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...

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 Scenes

Scenes
A new lens for music marketing

Mark Mulligan and Tatiana Cirisano

30 Aug 2022

Spotify YouTube Facebook

Entertainment consumption and fandom are fragmenting in the internet era as a result of the steady erosion of linear audiences, the rise of asynchronous consumption, and the increased sophistication of personalisation algorithms. Consequently, identity and culture are fragmenting as well.

Cover image for Podcast monetisation and remuneration

Podcast monetisation and remuneration
Balancing creator and platform needs

Annie Langston

22 Aug 2022

Creators Apple Spotify

Audio platforms traditionally monetise through advertising and, to a lesser degree, listener subscriptions. However, with the rise of the creator economy and more creators entering the podcast space, platforms must bulk up their offerings for creator monetisation as well.

Cover image for Re-creating the creator economy

Re-creating the creator economy

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst

18 Aug 2022

Apple Spotify YouTube

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.

Cover image for The video attention reboot

The video attention reboot
How video is being impacted by the attention recession

Tim Mulligan and Hanna Kahlert

29 Jul 2022

Creators Netflix roku

With the attention recession in full swing following the lockdown boom, video isalready feeling the pinch as evidenced by Netflix’s declining subscriber count.The mainstreaming of subscription video on demand (SVOD) pulled TV into the digital entertainment sphere, placing it at risk of further disruption from the attentionrecession.

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.

Cover image for Music sync market forecast

Music sync market forecast
Production libraries raise the pitch

Kriss Thakrar and Tatiana Cirisano

27 Jul 2022

YouTube SoundCloud Netflix

Amid fragmenting fandom and the attention recession, sync is more important than ever as a tool for both revenue generation and marketing. There are also dozens of emerging use cases for sync, from creator content to fitness platforms and virtual spaces in the evolving metaverse.

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