The biggest apps are in the process of disruption. TikTok’s uncertain future and Meta’s apps relaxing content restrictions and fact checking will constitute greater challenges for creators, advertisers, and audiences looking to use and benefit from these platforms. In this report, we explore how creators and advertisers can continue to navigate for success in this new and rapidly evolving environment. This exploration revolves around embracing fragmentation, recalibrating creators’ focus from content-first approaches, and more.

Key data and insights in this report

• Reasons for music artists using social instead of streaming (base = those who upload to social) 2024
• Why audiences watch videos from creators on social media, Q3 2024
• Why audiences still mainly use social platforms, Q1 2024
• Comparison between the consumer average and 16-19-year-old’s reasoning for watching social media creators, Q3 2024

This report sources data from:

• MIDiA Research Music Creator Survey 2024, n=450
• MIDiA Research Consumer Survey Q1 2023, n=9,000 (US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Sweden-1000, Japan-1000, Mexico-1000)
• MIDiA Research Consumer Survey Q2 2023, n=9,000(US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Sweden-1000, South Korea-1000, Brazil-1000)
• MIDiA Research Consumer Survey Q1 2024, n=9,000(US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Poland-1000, Turkey-1000, South Africa-1000)
• MIDiA Research Consumer Survey Q3 2024, n=9,000 (US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Netherlands-1000, Japan-1000, Mexico-1000)

Words: 3775 Infographics: 3 Pages: 18

Companies and brands mentioned: Alestorm, Black Dave, Boiler Room, BookTok, DanceTok, Discord, Ghost Agency, Instagram, Kendrick Lamar, Meta, Metalabel, Patreon, Rednote, Instagram Reels, Solace Talent, Spotify, TikTok, Twitch, WhatsApp, X, and YouTube