Entertainment has become nichified, mainstream has become smaller, and audiences have fragmented. While this has been crucial to the rise of the long tail and the creator economy, there is a need for a new, fragmentation-era successor to mainstream. Building upon MIDiA’s work on scenes, in this report we make the case for cultural movements, the cultural pyramid, and how entertainment audiences operate in the fragmentation era.

Key data and insights in this report:

Consumer behaviour of watching and listening to live / real time entertainment. 

The report contains data from:

• MIDiA Research Consumer Survey Q4 2024
• US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n = 9,019

Words: 4152 Pages: 21 Infographics: 5

Companies and brands mentioned in this report: Apple Music Radio, ASUS ROG, BritBox, Chappell Roan, Crunchyroll, Dragonball Z, Drake, F1 24, Food Wars: Sokugeki No Soma, Forza Horizon, iPhone, Ironmouse, Juice Wrld, Lady Gaga, Magdalena Bay, March Comes in Like a Lion, MARINA, Mario Kart, MF Doom, MrBeast, Netflix, Nintendo Switch, NTS Radio, Pluto TV, Real Real Japan, RENNSPORT, Roddy Rich, Shudder, Solo Levelling, Steam Deck, the Traitors, TikTok, Twitch, and VaatiVidya