Reports: YouTube

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.

Cover image for The new Hollywood

The new Hollywood
Tactics for YouTube’s TV takeover

Ben Woods

26 Aug 2025

Creators Streaming YouTube

YouTube is consolidating its takeover of the living room TV set. What began in the US is now becoming a global phenomenon. With younger audiences increasingly spending more time watching social video on the TV, broadcasters and streaming TV services must find a way to respond.

Cover image for Social as the home of online scenes

Social as the home of online scenes
Going beyond viral moments

Hanna Kahlert

14 Aug 2025

Creators Creators France

In a fragmented digital environment, scenes are becoming important tools for connecting with and mobilising fans. Social platforms can be useful for finding, understanding, and engaging with scenes. However, not all social moments are created equal. This report reveals how social is only part of the bigger picture, and dives deep to show that the c...

Cover image for Streaming strongholds

Streaming strongholds
High-potential markets for global music players

Perry Gresham

11 Aug 2025

ARPU Labels Streaming

While the balance of music streamers continues to tip towards global south markets, their smaller ARPU rates limit their revenues. Meanwhile, periodic price-rises and the advent of supremium will reinforce the contributions from the West. This report highlights streaming strongholds, those markets which, underscored by high music engagement and his...

Cover image for The future of creator apps

The future of creator apps
Fuelling engagement with fandom

Ben Woods

29 Jul 2025

Creators Spotify Artists

The AI boom has unleashed a wave of creator tools, but some are struggling to make the transition from interesting and experimental to compulsive and essential. Fandom offers a solution by tying creation to a consumer’s personal passion, appetite for community engagement and a desire to have a stake in the entertainment they love.

Cover image for Music consumer behaviour Q1 2025

Music consumer behaviour Q1 2025
Mixed signals

Mark Mulligan

17 Jul 2025

Consumer behaviour Streaming France

This report presents MIDiA Research consumer data for music. Data covered includes weekly active users, streaming music behaviour, non-streaming behaviour, fandom activity, and audio consumption. All data is from MIDiA’s Q1 2025 survey, with data for US, UK, Australia, Canada, France, Poland, Spain, Colombia, Japan, n = 9,023.

Cover image for Is in-game advertising the next frontier for PC and console games?

Is in-game advertising the next frontier for PC and console games?

Rhys Elliott

15 Jul 2025

Apple YouTube Netflix

In-game advertising (IGA) in AAA console and PC titles is experiencing a resurgence. Advancements in technology, shifting consumer behaviours, evolving monetisation strategies, and a now-mature games market have reignited interest. With AAA publishers adopting free-to-play models and hybrid monetisation – mirroring mobile gaming’s success – a...

Cover image for The fandom eclipse

The fandom eclipse
How fan content is competing with IP

Tatiana Cirisano and Ben Woods

25 Jun 2025

superfan YouTube Netflix

Fan-made content is evolving from a support act to a fully-fledged competitor to entertainment IP. This is creating tension between IP holders and the fan community. Both parties want the IP they love to thrive in a saturated entertainment landscape. This report will unpack whether entertainment IP holders should view fan content creation as an opp...

Cover image for International success for local language artists

International success for local language artists
A strategic playbook

Laura Fisher

24 Jun 2025

UK France Spotify

The music industry is undergoing a paradigm shift. Success once required artists to fit the traditional industry model where anglicisation and relocation to traditional hubs like Los Angeles, New York, or London were prerequisites. Streaming platforms have democratised access, enabling artists to achieve international fame while remaining culturall...

Cover image for India market focus

India market focus
A fandom and AI-forward online population

Hanna Kahlert

12 Jun 2025

YouTube Facebook Fandom

Online Indian consumers are expected to be early movers. They are high entertainment consumers, AI enthusiasts, and high spenders – especially on fandom. This report explores a population that is an early adopter, format-agnostic, mobile-first audience, with huge growth potential.

2024 audio consumer profile
Habits, platforms, and personas

Laura Fisher

19 May 2025

Apple Spotify YouTube

This report presents MIDiA’s audio consumer survey data with a view to understand the global audio consumer.This report is a compilation of the most recent MIDiA audio data. Key data in this report: Platforms that podcast monthly listeners use to access their podcasts, Q4 2024, global Podcast monthly listeners main ways of discovering podcasts, Q...

Cover image for Social audiences are fragmenting

Social audiences are fragmenting
Social platform user profile

Hanna Kahlert

15 May 2025

YouTube YouTube Facebook

The social marketplace has been growing – but attention is a finite resource, as is consumer time. As a result, audience attention is fragmenting across many different apps, with the biggest – YouTube, Instagram, Facebook, and TikTok –still dominating.

Cover image for Germany media consumption Q4 2024

Germany media consumption Q4 2024
Growth potential on all fronts

Mark Mulligan

28 Apr 2025

US UK France

This report presents MIDiA consumer entertainment data across media, music, audio, and games. Data covered includes streaming music, podcasts, social media, games consoles, and much more. All data is from our Q4 2024 survey, fielded in US, Canada, Brazil,...

Cover image for Music discovery snapshot Q4 2024

Music discovery snapshot Q4 2024
Breaking through the noise

Olivia Jones

20 Mar 2025

Streaming Marketing Artists

Breaking through the noise is more important than ever for artists. As passive listening grows, facilitating active discovery has become a challenge. On top of this, the way consumers discover music is changing (and fragmenting) as streaming plays a weaker role in music discovery, overshadowed by YouTube and social media for younger consumers.

Cover image for The audio creator opportunity

The audio creator opportunity
Audio creator behaviours and monetisation potential

Rutger Rosenborg

14 Mar 2025

Creators Subscriptions Spotify

Historically, YouTubers and TikTok influencers have received the lion’s share of mainstream attention as a creator class – but audio creators are increasingly active on the same digital platforms and operating within the same formats. As a result, the audio creator has become a jack of all trades, moving between copyediting, audio editing, and ...

Cover image for Streaming TV’s fight on social’s stage

Streaming TV’s fight on social’s stage
Tactics for a short-form video future

Ben Woods

28 Feb 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.

Cover image for MIDiA's 2025 predictions webinar slides

MIDiA's 2025 predictions webinar slides
It's social's stage now

Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

6 Dec 2024

Free Report

Spotify YouTube Twitch

MIDiA's expert analysts dive into our 2025 predictions for the music, social, video, audio, and games industries – and explain why we believe "it's social's stage now".

Cover image for MIDiA’s 2025 predictions

MIDiA’s 2025 predictions
It’s social’s stage now

Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

5 Dec 2024

Apple Spotify YouTube

The creator economy reshaped entertainment in the first half of the 2020s and social wasthe big winner, now positioned at the centre of the entertainment economy. In 2025 wewill see the second-order effects begin to play out, set against the backdrop of attentionsaturation, content commodification, and increased focus on profit.

Cover image for Global South rising

Global South rising
Streaming audiences in China, Turkey, and South Africa

Tatiana Cirisano

28 Nov 2024

Spotify YouTube Deezer

It is increasingly clear that the future of the global music streaming business relies heavily on the Global South markets, which include Latin America, Asia Pacific, and the Rest of World. Most subscription growth is coming from these regions, which will collectively dominate the global music subscriber base by 2031, according to MIDiA’s global ...

Cover image for MIDiA Research 2024-2031 global social forecasts

MIDiA Research 2024-2031 global social forecasts
New frontiers and strong growth ahead

Hanna Kahlert and Mark Qi

14 Nov 2024

YouTube Facebook Instagram

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 u...

Cover image for The single-player opportunity

The single-player opportunity
Course correcting from a red to blue ocean

Rhys Elliott

30 Sep 2024

YouTube Netflix Xbox

The AAA PC and console games market is facing growth issues, money is more expensive, and developers are facing pressure to become leaner, more profitable, and take fewer risks. Many game makers, including those that found initial success in single player, have been chasing the live-service trend.

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