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.

Watch parties
Rebooting the watercooler moment

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Ben Woods

February 2023

YouTube

Amazon

Netflix

Group watching television with family and friends is being consigned to a bygone era. Algorithms are forcing entertainment consumers into silos through an endless stream of personally recommended content and the fallout is a relentless battle for audience engagement across a myriad of devices.

Music discovery snapshot Q3 2022
Fandom under threat

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Kriss Thakrar and Tatiana Cirisano

January 2023

Spotify

YouTube

YouTube Music

Despite the hyper-saturated music landscape, music discovery is generally not a problem for most consumers. Gen Z and millennials have similar music discovery habits, but gen Z struggle slightly more with discovery and are more influenced by TikTok, while millennials are perhaps the last generation to see radio as a main source of music discovery.

Audiobook consumer profile
Following in podcasts’ footsteps

Annie Langston

January 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.

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

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Ben Woods

January 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.

Social 2.0
Social media’s survival of the fittest, and how marketers fit in

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Ashleigh Millar

December 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...

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

December 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...

Closing the background gap
Focused versus background audio listening

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Kriss Thakrar, Tatiana Cirisano and Annie Langston

November 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...

The global podcast opportunity
Unlocking format growth

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Annie Langston

November 2022

Sweden

Spotify

Spotify

While mainstream media tends to focus on podcast growth in Western territories, understanding digital-audio consumption on a global scale will be key to future growth. Each territory has unique listener demographics and genre preferences that present various opportunities for podcast platforms, illustrating that podcast habits vary globally.

DSP user profiles
Small is beautiful

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Mark Mulligan

November 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...

Social media marketing is becoming its own cultural moment

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Hanna Kahlert and Ashleigh Millar

October 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.

Streaming’s next growth phase
The necessity of differentiation

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Tatiana Cirisano

October 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.

Podcast market value chain
The next investment is the listeners

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Annie Langston

October 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.

State of the music creator economy
Post-lockdown growth

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

September 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...

Attention inflation
How multitasking is reshaping the attention economy

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Karol Severin and Perry Gresham

August 2022

Apple

Spotify

YouTube

Entertainment hours are up, but consumption is becoming diluted and losing focus, and is increasingly in the background of other activities. Audiences want to consume more but have no more time to allocate; increased multitasking is the result. Consequently, attention / focus is split between more propositions.

Lean-through consumption
Communities are key

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Hanna Kahlert

August 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.

Scenes
A new lens for music marketing

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Mark Mulligan and Tatiana Cirisano

August 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.

Podcast monetisation and remuneration
Balancing creator and platform needs

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Annie Langston

August 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.

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

August 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.

Audio creators
The new creative frontier

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Annie Langston

July 2022

Apple

Spotify

YouTube

While exclusive content deals with celebrity names signposted the audio strategy of many of the market’s big players, audience platforms are already recognising the growing importance of independent audio creators as the market develops and expands.

Music sync market forecast
Production libraries raise the pitch

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Kriss Thakrar and Tatiana Cirisano

July 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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Showing 41 to 60 of 215 results.