Consumers as creators The artist / audience line is blurring
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20,000 foot view: The growing independent artists sector, the rise of user-generated content (UGC), and the proliferation of basic creator tools on social platforms are all interlinked parts of the same cultural trend: creativity as a product. Enabled by intuitive creative tools, platforms to share on, and direct, easy ways to engage with creators, the barrier between artist and audience has been dramatically lowered. This is the basis of the creator economy.
Key insights
- The release iMovie in 1999 and GarageBand 2004 took digital entertainment creation the hands of professionals and into the hands of consumers
- A wave consumer platforms followed, transforming entertainment pure consumption to something with to interact, and entirely consumer This is the origin of consumption
- The recent of accessible creator tools made even easier to learn, create, collaborate, and share at any level, amongst any audience – or mainstream
- The evolving between social platforms and creator is now acting as the of the funnel for audiences engage in creative behaviour
- Platforms are fostering community, consumption, and creative to convert users, with consumers to choose apps that better their creativity
- Viewing content engaging still dominates social media of all consumers), but leaning – e.g., likes, comments, shares is catching up on
- While lean-through is still niche at posting or photos is the early of how big the trend be with the mainstreamification of
- What started the niche opportunity afforded by is now in the hands any user with a smartphone and it is only a of time before they grow to using it, changing their for all entertainment propositions moving
Companies and brands mentioned in this report: Ableton, Adobe, Apple, BandLab, Bridgerton, Clubhouse, Discord, Facebook, GarageBand, Glee, Harry Potter, iMovie, Instagram, Logic Pro, Musical.ly, Netflix, OBS Studio, Premier Pro, Pro Tools, Reddit, Reels, Roblox, Shorts, Splice, TikTok, Twitch, Vine, Voisey, YouTube
Methodological note:
- MIDiA Research lean back as passive consumption watching live TV)
- Lean-forward consumption defined as on-demand consumption, with further engagement (e.g., watching Netflix, to music on Spotify)
- Lean in defined as interactive consumption (YouTube comments, Facebook shares, etc.)
- Finally, lean is defined as creative behaviour to consumption (creating replica and user-generated content (UGC) for distribution social apps)