YouTube Reports from MIDiA Research

The attention recession
Post-peak behaviour

Report by Mark Mulligan

22 Jun 2022

The global pandemic created a temporary boost to the attention economy, with all forms of entertainment benefiting. As life began to return to normal, this newfound time quickly started to erode, causing...

Social media user snapshot
Q1 2022

Cover image for Social media user snapshot

Report by Hanna Kahlert

30 May 2022

YouTube

Facebook

twitter

This report presents country-level snapshots into the social media usage, engagement habits, and ad tolerances of different social app users. It covers Facebook, Instagram, Twitter, Snapchat, YouTube,...

Social video
TikTok sets the pace

Report by Richard Broadhurst

10 May 2022

Video

YouTube

digital natives

Social video is optimising lean-through engagement for digital natives, with simple editing features, filters, and music. Value for younger digital natives (those aged 16-19-years-old) lies in co-creation,...

Audio ad opportunity
Niche targeting unlocks attention

Report by Annie Langston

4 May 2022

Apple

Spotify

YouTube

Podcast advertising is one of the key income sources for both audio platforms and creators alike. Ad agencies and platforms must go ever deeper with targeting capabilities by learning more about the other...

From marketing to monetisation
The games video opportunity for games companies

Cover image for From marketing to monetisation

Report by Karol Severin

22 Feb 2022

YouTube

Twitch

facebook gaming

Games-related video consumption is now as big as established TV and video genres. Despite games companies providing the fuel for the games video sector (i.e., games experiences, processed into content...

Music creators
Slicing the funnel

Report by Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

18 Feb 2022

YouTube

Soundcloud

tunecore

Streaming enabled the rise of the independent artist and then the rise of the music creator. The promise of the long tail finally appeared to be realised. But the pandemic’s disruption of live music...

Fandom and lean-in culture are reshaping video

Report by Hanna Kahlert

20 Dec 2021

Apple

Spotify

YouTube

To compete in the new hyper-saturated attention economy, entertainment propositions must tap into audience sentiment to generate fandom and understand where they fit in the lives and habits of audiences....

2022 MIDiA predictions
The year of the creator

Report by Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar and Tatiana Cirisano

16 Dec 2021

creators

Apple

Spotify

In this report MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, brands, marketing, games, and sports in 2022 and beyond....

Beyond broadcast
How digital natives will reboot sports content monetisation

Report by Srishti Das

28 Oct 2021

Video

YouTube

Amazon

Global broadcast deals are being renegotiated in the context of expiring rights, evolving digitally native, younger audience engagement and increased competition for attention. With only 6% of 16-19-year-olds...

Games discovery and conversion
Navigating between generations in the 2020s

Cover image for Games discovery and conversion

Report by Karol Severin

30 Sep 2021

Spotify

YouTube

digital natives

The 2020s population is split between digital natives and older digital migrants, which shapes how consumers discover and convert to new games. Younger consumers are more likely to discover via channels...

From social media to creator tools
The evolution of UGC

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Report by Hanna Kahlert

30 Sep 2021

Apple

Spotify

YouTube

Entertainment is suffering intense competition as audience attention time, already saturated before the pandemic, is hit by the gradual return of ‘in real life’ activities. A flurry of new propositions...

Music creator tools forecast
Moving towards a hybrid future

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Report by Mark Mulligan

24 Sep 2021

creators

Apple

Spotify

Once upon a time, music software and hardware were distinct market segments, but now they are increasingly fusing into a network of hybrid creator tools ecosystems. Standalone hardware still has a vibrant...

Sci-fi video fan consumer snapshot, Q2 2021
US, Canada, Australia, UK, Germany, France, Sweden, South Korea, Brazil

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Report by Tim Mulligan

27 Aug 2021

Video

YouTube

Amazon

This slide deck presents sci-fi video fan consumer demand covering video services, live TV viewing, binge viewing, device viewing, YouTube consumption, and leading video services by WAU penetration. The...

Spotify Q2 2021 earnings
Slowdown arrives

Cover image for Spotify Q2 2021 earnings

Report by Mark Mulligan

11 Aug 2021

Streaming

Music Subscriptions

Spotify

The growth headwinds that appeared in Q1 2021 manifested in a pronounced user growth slowdown in Q2, with ad-supported users hit hardest. Spotify has been through lean growth periods before, but what is...

Addressable creator markets
An opportunity with many layers

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Report by Mark Mulligan

29 Jul 2021

Apple

artists

The music creator tools space is undergoing a change that is simultaneously renaissance and transformation. The creator culture boom has driven an unprecedented degree of investment and investor interest....

Music consumer survey Q1 2021
YouTube extends its reach

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Report by Mark Mulligan

20 Jul 2021

Spotify

YouTube

Deezer

The data in this report is taken from MIDiA’s Q1 2021 consumer survey. The full data from this survey and all the preceding quarterly surveys are available, along with data visualisation tools and dynamic...

Ad strategy in a digital-first environment
Rethinking acceptance, tolerance and effectiveness

Cover image for Ad strategy in a digital-first environment

Report by Hanna Kahlert

3 Jun 2021

Spotify

YouTube

Soundcloud

Digital-first behaviours and the proliferation of choice have caused underlying changes to how consumers perceive and respond to brands. Brand loyalty has been replaced by content fandom. Frictionless...

Games subscriptions
Early market leaders and consumer profiles emerge

Report by Karol Severin

28 May 2021

Consumer Behaviour

Apple

YouTube

As games subscriptions grow, understanding gamers through the lens of their subscriptions becomes crucial. Monitoring the growth of games subscription services and the behavioural makeup of segments that...

Spotify Q1 2021 earnings
Shifting headwinds

Cover image for Spotify Q1 2021 earnings

Report by Mark Mulligan

27 May 2021

Spotify

YouTube

Deezer

The first quarter of the year is usually a slow one for Spotify, but Q1 2021 saw a few metrics slowing more than in previous years. There were lots of solid performance metrics in Spotify’s results and...

Live streamed concert demand
Ready for prime time

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Report by Mark Mulligan, Karol Severin and Kriss Thakrar

21 May 2021

Spotify

live music

Virtual concerts went from zero to a hundred at an unprecedented rate during the pandemic-shaped 2020, and the momentum carried through to 2021. But if lockdown years are like dog years, then so too the...

Reports: YouTube