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.

High tide raises all ships
Leveraging the cultural tidal wave of Grand Theft Auto VI

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Rhys Elliott
Audience Insight
Grand Theft Auto VI ( GTA 6 ), due to be released in autumn 2025, is on track to be one of the biggest entertainment launches of all time. It will capture a significant amount of consumer attention. Marketers in and outside of the gaming industry have a choice –– either resist and face the increased challenge of capturing consumer attention during this time or embrace the GTA zeitgeist and ride the wave.
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Social platform user behaviour
Q1 2024

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Hanna Kahlert
Marketing Strategy
The social platform marketplace is mature, with user growth stabilising, and the established platforms now fiercely competing for shares of a finite amount of available time. This report analyses the behaviours of the audiences engaging with social platforms; including daily active use market shares, monetisation aptitude, social video time spent, and primary reasons for using the apps.
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The state of music AI
The consumer opportunity lies in modification, not generation

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Tatiana Cirisano and Hanna Kahlert
Consumer behaviour
music industry
Music publishing
MIDiA previously predicted that generative artificial intelligence (gen AI) would accelerate music’s “Instagram moment”, where consumers could create and remix music as easily and often as they post photos and videos on social media. However, just because everyone can do these things does not mean everyone will want to.
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Gamers
A cross-entertainment summary

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Karol Severin
Business Strategy
This report presents the key figures, behaviors, and preferences of gamers across entertainment. Graphics in this report show selected gamer segments, compared to relevant consumer segments across entertainment as appropriate. An accompanying Excel file provides country-by-country figures and data for 60+ additional gamer segments, including by games genre fandom, by games title, and by various gamer specific behaviors (e.
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Death of the town square
Social fragmentation and a decentralised digital future

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Hanna Kahlert
Cultural trends
Social platforms have long ‘civilised’ the online world by providing common gathering grounds, but internal disruption and proliferating competition threaten this status quo. While the dominant players are unlikely to change substantially, competition, on-platform feature fragmentation, and algorithmic ‘filter bubbles’ will dilute social platforms’ common-ground value.
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Sustainability from chaos
How today’s artists find sustainable success in a turbulent music industry

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Mark Mulligan, Keith Jopling, Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Fernanda Balzaretti and Ula Kalkyte
Free Report
Audience Insight
Success in the modern music industry has been transformed by the streaming era. Previous markers and methods, such as national charts and radio plays, have been replaced by streaming playlists and social platforms. Yet, while executives can look at high-level metrics across their portfolios, individual artists struggle with the increasingly personalised, algorithm-driven listening habits of audiences who predominantly listen to music in the background – and the resulting lack of formal benchmarks.
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