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.

Addressable creator markets
An opportunity with many layers

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Mark Mulligan

July 2021

Apple

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. However, because the music creator tools space is a collection of diverse products and services, an underlying challenge has been how to identify...

Music consumer survey Q1 2021
YouTube extends its reach

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Mark Mulligan

July 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 segmentation, on MIDiA Fuse. The countries covered in this report are US, Canada, Australia, UK, Germany, France, Sweden, Brazil, South Korea.

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

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Hanna Kahlert

June 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 Brand loyalty has been replaced by content fandom.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 service-switching and overlapping subscription now clashes with high-value content moving between platforms in short time frames and across differing...

Games subscriptions
Early market leaders and consumer profiles emerge

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Karol Severin

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 emerge with them is becoming increasingly important for developers and publishers alike – be it to make decisions around platform prioritisation...

Spotify Q1 2021 earnings
Shifting headwinds

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Mark Mulligan

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 a slew of new product announcements, but there were also signs of a coming slowdown driven in large part by wider industry headwinds.

Live streamed concert demand
Ready for prime time

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Mark Mulligan, Karol Severin and Kriss Thakrar

May 2021

Spotify

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 evolution of the current virtual event marketplace has been concertinaed.

Live streamed concert demand
Ready for prime time

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Mark Mulligan, Karol Severin and Kriss Thakrar

May 2021

Spotify

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 evolution of the current virtual event marketplace has been concertinaed.

In-game spending
Cross-entertainment product strategy

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Karol Severin

April 2021

YouTube

multitasking

Twitch

Games revenue growth is about to slow, with in-game spending the sector set to retain most momentum. Simultaneously, other entertainment sectors will actively seek to monetise digital fandom. Future games revenue will need to tap opportunities beyond games-related spending alone, and the wider entertainment demands of consumers.

Creator culture
The song becomes the feed

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Mark Mulligan and Kriss Thakrar

April 2021

Creators

Spotify

Spotify

The creator tools marketplace is creating a revolution in the culture and business of music. The third decade of the millennium represents the opening of a new chapter for the music business, with the means of production and distribution fully democratised.

Social media reboot
The rise of social 2.0 and the emancipation of the digital native

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Hanna Kahlert

April 2021

Innovation

YouTube

YouTube

Social media is entering a new phase of innovation. Facebook’s trio of applications, alongside Snapchat, Twitter and other incumbents, still have market dominance. However, the rapid growth of TikTok, Discord and Clubhouse since the coronavirus-prompted lockdowns, alongside a migration to digital-first life, are early indicators of demand for –...

Social media reboot
The rise of social 2.0 and the emancipation of the digital native

Cover image for Social media reboot

Hanna Kahlert

April 2021

Innovation

YouTube

YouTube

Social media is entering a new phase of innovation. Facebook’s trio of applications, alongside Snapchat, Twitter and other incumbents, still have market dominance. However, the rapid growth of TikTok, Discord and Clubhouse since the coronavirus-prompted lockdowns, alongside a migration to digital-first life, are early indicators of demand for –...

Digital consumption habits
How tomorrow’s audiences will reshape entertainment

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Hanna Kahlert

March 2021

Streaming

Discovery

Discovery

Digital-first access has shaped mainstream consumption, but for digital natives, it has also shaped their core behaviours. Music consumption is now fragmented across artists, becoming a personalised, anytime anywhere activity – making the value exchange more niche and personal.

Digital consumption habits
How tomorrow’s audiences will reshape entertainment

Cover image for Digital consumption habits

Hanna Kahlert

March 2021

Streaming

Discovery

Discovery

Digital-first access has shaped mainstream consumption, but for digital natives, it has also shaped their core behaviours. Music consumption is now fragmented across artists, becoming a personalised, anytime anywhere activity – making the value exchange more niche and personal.

Sports audiences
The Gen Z opportunity

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Alistair Taylor

February 2021

Apple

Apple

Spotify

Digital natives are more likely to consume non-live sports than older, traditional sports fans, which presents rights holders and broadcasters with untapped potential for monetisation by harnessing and actioning this insight. While the most valuable sports audience currently remains among pay-TV subscribers, planning for meaningful non-broadcast re...

Sports audiences
The Gen Z opportunity

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Alistair Taylor

February 2021

Apple

Apple

Spotify

Digital natives are more likely to consume non-live sports than older, traditional sports fans, which presents rights holders and broadcasters with untapped potential for monetisation by harnessing and actioning this insight. While the most valuable sports audience currently remains among pay-TV subscribers, planning for meaningful non-broadcast re...

Music and Games Partnership Strategy
Beyond the Comfort Zone

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Karol Severin

January 2021

Apple

Spotify

Spotify

Music companies are flocking to explore partnerships with games companies. Seeking a foothold in a fast-growing market, music companies are often looking for easy wins that fit traditional licensing models that monetise consumption. These however, typically do not align with the games industry’s spend-centric worldview.

Music and Games Partnership Strategy
Beyond the Comfort Zone

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Karol Severin

January 2021

Apple

Spotify

Spotify

Music companies are flocking to explore partnerships with games companies. Seeking a foothold in a fast-growing market, music companies are often looking for easy wins that fit traditional licensing models that monetise consumption. These however, typically do not align with the games industry’s spend-centric worldview.

Virtual Concerts
A New Video Format

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Mark Mulligan

December 2020

YouTube

Amazon

Facebook

The global pandemic thrust the live music sector into chaos, with global revenues falling by 75% in 2020 compared to one year previously. The music industry was rocked by first-order impacts (no concerts, no fan engagement) and second-order impacts (many artists realising that streaming did not add up without live income alongside it).

Sports Rights
The Great Reset

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Alistair Taylor

December 2020

Spotify

Spotify

YouTube

COVID-19 exposed live entertainment as a vulnerable asset class during a global health crisis, rendering services overly reliant on live sports broadcasts as primary churn candidates. A major overhaul in rights valuations by pay-TV and sports SVOD distributors is under way.

Sports Rights
The Great Reset

Cover image for Sports Rights

Alistair Taylor

December 2020

Spotify

Spotify

YouTube

COVID-19 exposed live entertainment as a vulnerable asset class during a global health crisis, rendering services overly reliant on live sports broadcasts as primary churn candidates. A major overhaul in rights valuations by pay-TV and sports SVOD distributors is under way.

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