Reports

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.

The fandom eclipse
How fan content is competing with IP

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Tatiana Cirisano and Ben Woods

June 2025

superfan

YouTube

Netflix

Fan-made content is evolving from a support act to a fully-fledged competitor to entertainment IP. This is creating tension between IP holders and the fan community. Both parties want the IP they love to thrive in a saturated entertainment landscape. This report will unpack whether entertainment IP holders should view fan content creation as an opp...

International success for local language artists
A strategic playbook

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Laura Fisher

June 2025

UK

France

Spotify

The music industry is undergoing a paradigm shift. Success once required artists to fit the traditional industry model where anglicisation and relocation to traditional hubs like Los Angeles, New York, or London were prerequisites. Streaming platforms have democratised access, enabling artists to achieve international fame while remaining culturall...

India market focus
A fandom and AI-forward online population

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Hanna Kahlert

June 2025

YouTube

Facebook

Fandom

Online Indian consumers are expected to be early movers. They are high entertainment consumers, AI enthusiasts, and high spenders – especially on fandom. This report explores a population that is an early adopter, format-agnostic, mobile-first audience, with huge growth potential.

AI futures
Culture wars

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Ben Woods, Tatiana Cirisano, Hanna Kahlert, Mark Mulligan and Kriss Thakrar

May 2025

Apple

Spotify

Deezer

AI is transforming culture, entertainment, business, and society at a rate unprecedented in the digital era. Unlike previous tech, AI is evolving at the speed of computing, not the human brain. Delivering as quickly as it promises, AI is breaking the mould.

2024 audio consumer profile
Habits, platforms, and personas

Laura Fisher

May 2025

Apple

Spotify

YouTube

This report presents MIDiA’s audio consumer survey data with a view to understand the global audio consumer.This report is a compilation of the most recent MIDiA audio data. Key data in this report: Platforms that podcast monthly listeners use to access their podcasts, Q4 2024, global Podcast monthly listeners main ways of discovering podcasts, Q...

Social audiences are fragmenting
Social platform user profile

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Hanna Kahlert

May 2025

YouTube

YouTube

Facebook

The social marketplace has been growing – but attention is a finite resource, as is consumer time. As a result, audience attention is fragmenting across many different apps, with the biggest – YouTube, Instagram, Facebook, and TikTok –still dominating.

Label services vendor landscape
Rise of the atomised label

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Olivia Jones

May 2025

Innovation

Labels

Artists

The label services sector has emerged as a way for independent labels to provide artists with best-in-class tools without having to build those tools in-house. This shift towards atomised labels has created a new opportunity for label service vendors to establish a stronghold in the music industry.

Flipping the script
Game IP transmedia needs to evolve

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Rhys Elliott

May 2025

Amazon

Netflix

Xbox

The entertainment landscape is changing. As superhero fatigue sets in, game IP is now dominating screens, from HBO’s The Last of Us to the Minecraft movie. Unlike movie trends (Westerns, superhero movies), the game-to-movie trend is here to stay, as the games market is a cross-genre treasure trove of beloved IP and fandom, with new IP arriving fr...

Music catalogue market 2.0
Bringing yesterday’s hits into the business of tomorrow

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Tatiana Cirisano and Olivia Jones

May 2025

BMG

Round Hill Music

T-pain

The music catalogue acquisition market bounced back from a slightly cooled 2023 with a new fever in 2024. What is being bought is changing, however, as investors look to diversify their portfolios and uncover new growth pockets in an increasingly crowded market.

Leveraging anime
A nuanced scene not a genre

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Ben Woods

April 2025

Netflix

Content

Entertainment

Engaging younger audiences remains the entertainment industry’s biggest challenge. However, Japanese anime is achieving this by growing penetration with each new generation of consumers. Key to this success is its ability to dovetail with the fragmented nature of modern entertainment consumption to reach consumers in their scenes.

Germany media consumption Q4 2024
Growth potential on all fronts

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Mark Mulligan

April 2025

US

UK

France

This report presents MIDiA consumer entertainment data across media, music, audio, and games. Data covered includes streaming music, podcasts, social media, games consoles, and much more. All data is from our Q4 2024 survey, fielded in US, Canada, Brazil,...

UK media consumption Q4 2024
A mature market with niche growth prospects

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Laura Fisher

April 2025

Streaming

Streaming Music

US

This report presents MIDiA consumer entertainment data across media, music, audio, and games. Key data and insights: Time spent and weekly active users (by format and platform)for streaming music, podcasts, social media, games consoles and more. All data refers to the UK only (n = 1,000) except for ‘all-country average’ referring to the weighte...

The future of (US) TikTok
Implications for the social marketplace

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Hanna Kahlert

April 2025

Social

Business Strategy

TikTok

TikTok has played a significant role in digital culture over the last five years, driven largely by pandemic-era adoption and knock-on effects. From marketing strategies to viral trends, it has become inextricable from Gen Z culture. Yet it now faces risk of disruption in the US and possibly beyond as a result.

Podcasts as a key information source
Implications for media companies

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Rutger Rosenborg

April 2025

Media

Podcasts

Audience Insight

Podcasts have begun to rival traditional media as a key source of news and political information for podcast listeners, especially among millennials and Gen Z. To stay relevant, traditional media must innovate, while podcast companies can solidify their dominance.

Cultural movements
A new take on mainstream for the fragmentation era

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Mark Mulligan and Tatiana Cirisano

April 2025

Entertainment

mainstream

Cultural trends

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 ...

Breaking saturation
Music streaming pricing strategy

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Tatiana Cirisano and Perry Gresham

April 2025

Labels

Subscriptions

Streaming

Nearly two decades into the streaming era, established subscription markets like the US are approaching saturation. While growth pockets for standard subscriptions remain, the next stage is about raising average revenue per user through both price increases and user segmentation.

Pixels to playlists
Music preferences and behaviours of gamers

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Rhys Elliott

March 2025

Innovation

Labels

US

The global games industry is a $236.9 billion behemoth. It now rivals film, television, and music combined in terms of revenues and is a cultural driver. Yet, for music companies, labels, and platforms, gaming represents more than a parallel market: it is agateway to the world’s most engaged, tech-savvy, and monetisable audience.

Music subscriber market shares Q4 2024
Full stream ahead

Cover image for Music subscriber market shares Q4 2024

Mark Mulligan, Tatiana Cirisano, Mark Qi, Olivia Jones and Laura Fisher

March 2025

music subscriber market shares

Business Strategy

Streaming market metrics are bifurcating. Label streaming revenues were up in 2024, indicating a much anticipated slow down in revenue growth. Yet, at the same time, music subscriber growth was nearly double that of label streaming revenues for 2024. As is so often the case, there are many factors at play.

AI chatbots
The new conductors of entertainment

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Ben Woods

March 2025

Creators

Digital

Entertainment

AI chatbots are intersecting our entertainment lives as the tech majors transform consumer devices into digital companions. Such moves are building upon the foundations laid by smart speakers and OpenAI’s ChatGPT to elevate chatbot engagement towards the mainstream.

Music discovery snapshot Q4 2024
Breaking through the noise

Cover image for Music discovery snapshot Q4 2024

Olivia Jones

March 2025

Streaming

Marketing

Artists

Breaking through the noise is more important than ever for artists. As passive listening grows, facilitating active discovery has become a challenge. On top of this, the way consumers discover music is changing (and fragmenting) as streaming plays a weaker role in music discovery, overshadowed by YouTube and social media for younger consumers.

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