Social as the home of online scenes Going beyond viral moments
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In a fragmented digital environment, scenes are becoming important tools for connecting with and mobilising fans. Social platforms can be useful for finding, understanding, and engaging with scenes. However, not all social moments are created equal. This report reveals how social is only part of the bigger picture, and dives deep to show that the cornerstones of scenes go deeper than viral moments, and often have roots offline altogether.
Key data in this report:
- Weekly and daily usage of social platforms
- Places for music discovery
- Different ways in which fans engage with their favourite artists or creators on social media
- Behaviour of fans, with a close up on the younger population
This report sources data from:
- MIDiA Research Consumer Survey, Q1 2025, N = 9,023 fielded in US, UK, Australia, Canada, France, Poland, Spain, Colombia, Japan
- MIDiA Research Consumer Survey, Q4 2024, N = 9,019 fielded in US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil
Pages: 17 Words: 3218 Infographics: 3
Companies and brands mentioned: AO3, Arcane, Black Dave, Comic Con, Crunchyroll, Discord, Disney, Doc Martens, Drake, Facebook, Facebook Messenger, Fred Again, Harry Potter, Imagine Dragons, Instagram, Kendrick Lamar, Kneecap, League of Legends, Levellr, MTV, Reddit, Reels, Shorts, Snapchat, Sound of Fractures, Spotify, Stanley, Star Wars, TikTok, Tomorrowland, Twitch, WhatsApp, X, and YouTube