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.

Creators versus creation
Tackling headwinds and bifurcation

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Ben Woods

December 2024

Creators

Music creators

Business Strategy

Headwinds are threatening the creator economy’s potential. Audience growth, social platform monetisation, and content saturation are creating friction that is leaving creators frustrated. Now, the red lights are flashing on the dashboard: the average weekly time consumers spend creating and producing content has fallen for the first time since 20...

What gamers really think about gen AI in games
Apathy, not outrage

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Rhys Elliott

December 2024

Audience Insight

Game development budgets have spiralled out of control, leading game executives to cut costs and streamline their game development processes. It is no secret that generative AI (gen AI) is the tech industry’s current buzzword, but its potential is still disputed despite the hype.

Social platform user behaviour
Q3 2024

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Hanna Kahlert

December 2024

Marketing Strategy

Competition among social platforms is intensifying, with attention largely saturated and new regulations poised to upset the balance of power among incumbents. While growth is left in the overall market, it will largely be driven by YouTube and a cohort of smaller disruptor platforms – with fragmentation happening as these disruptors begin to eat...

Q3 2024 music metrics
Maturation effect

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Mark Mulligan

December 2024

Business Strategy

This report presents MIDiA consumer data for key music consumer behaviours and company financials for Q3 2024.Consumer data covered includes, streaming app usage, music behaviour and streaming activities. Company financials covers record labels, music publishers, DSPs, and live music companies.

MIDiA's 2025 predictions webinar slides
It's social's stage now

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Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

December 2024

Spotify

YouTube

Twitch

MIDiA's expert analysts dive into our 2025 predictions for the music, social, video, audio, and games industries – and explain why we believe "it's social's stage now".

MIDiA’s 2025 predictions
It’s social’s stage now

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Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

December 2024

Apple

Spotify

YouTube

The creator economy reshaped entertainment in the first half of the 2020s and social wasthe big winner, now positioned at the centre of the entertainment economy. In 2025 wewill see the second-order effects begin to play out, set against the backdrop of attentionsaturation, content commodification, and increased focus on profit.

The future of creator software
Maximising AI’s engagement opportunity

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Ben Woods

November 2024

Product Strategy

Artificial intelligence is revolutionising creator software to make it easier for those with little or no skill to produce high-quality content. These innovations are proving highly disruptive to existing workflows meaning traditional creator tools will struggle unless they adapt and evolve.

The case for in-game video platforms
Closing the direct-to-consumer gap

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Karol Severin

November 2024

Product Strategy

Game publishers have long used third-party video platforms like Twitch and YouTube as a springboard to promote their games. Meanwhile, Twitch and YouTube get advertising and creator-driven revenues in return. The relationship has largely been reciprocal and beneficial for both parties.

Global South rising
Streaming audiences in China, Turkey, and South Africa

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Tatiana Cirisano

November 2024

Spotify

YouTube

Deezer

It is increasingly clear that the future of the global music streaming business relies heavily on the Global South markets, which include Latin America, Asia Pacific, and the Rest of World. Most subscription growth is coming from these regions, which will collectively dominate the global music subscriber base by 2031, according to MIDiA’s global ...

Visionary audio
Unlocking the power of video in podcasting

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Rutger Rosenborg

November 2024

brand partnerships

spotify podcasts

podcast creators

YouTube may be the only viable platform for long-form video podcasts, but that does not mean audio-first podcast platforms should abandon video. Instead, podcast platforms should leverage video both as a podcast format and as a marketing driver to increase podcast discovery and consumption.

MIDiA Research 2024-2031 global social forecasts
New frontiers and strong growth ahead

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Hanna Kahlert and Mark Qi

November 2024

YouTube

Facebook

Instagram

More than ever, social platforms are the de facto way that consumers interact not only with entertainment but with the internet itself. As internet access expands in emerging markets and social platforms continue to eat up digital entertainment consumption in developed ones, further growth is inevitable because the market has: The ability to grow u...

State of the independent music economy
Fragmentation and consolidation

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Mark Mulligan and Tatiana Cirisano

October 2024

Business Strategy

independent label market shares

Independent label market shares by region

This report presents the results of MIDiA’s annual independent label and distributor survey, as well as the most comprehensive market sizing of the non-major label sector ever conducted. Built on revenue data for 5,500 companies, we present the definitive view of the independent music economy, with market sizing, regional trends, the companies to...

The future of creator hardware
AI’s new creative lane

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Ben Woods

October 2024

Twitch

Sony

Microsoft

AI tools pose a risk to the hardware funnel by becoming the go-to toolkit for beginners and a substitute for recorded footage. With AI providing solutions at every stage of the video creator workflow, hardware must fight to justify its need. Especially because AI makes it easier for all creators to produce professional-grade content.

Music merchandise demand
Who, what, and where

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Tatiana Cirisano

October 2024

Consumer behaviour

cds

Spotify

The music merchandise market has transformed, with significantly more artists selling merch and more product variety than ever before. The traditional line between “hard” and “soft” merch is blurring as new generations buy vinyl as a collectible keepsake, rather than a consumption format.

Social is eating entertainment
The future of memes, music, social platforms, and beyond

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Hanna Kahlert

October 2024

Product Strategy

Entertainment is now a key reason consumers engage with social platforms, opening new opportunities for social and raising new challenges for traditional entertainment. Social platforms offer not only a place to consume original content IP, but to create content around it, engage with the content discussing and unpacking it, and interact with other...

Socioeconomics of podcast listening
Engaging a higher value audience

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Rutger Rosenborg

October 2024

Creators

Subscriptions

Radio

Podcasts alone will struggle to monetise via subscriptions, leaving advertising as podcasts’ key source of revenue for the foreseeable future. However, podcasts do attract high-earning, high-spending audiences, which are often hard to reach with conventional advertising.

The single-player opportunity
Course correcting from a red to blue ocean

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Rhys Elliott

September 2024

YouTube

Netflix

Xbox

The AAA PC and console games market is facing growth issues, money is more expensive, and developers are facing pressure to become leaner, more profitable, and take fewer risks. Many game makers, including those that found initial success in single player, have been chasing the live-service trend.

Video creator tools
Hardware user profile

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Ben Woods

September 2024

Product Strategy

The democratisation of video creation has created an unprecedented opportunity for hardware tools companies. However, converting casual creators and beginners into high spenders is difficult given the financial and educational barriers creators must overcome.

Music creator survey
Recalibration

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Mark Mulligan and Tatiana Cirisano

September 2024

Audience Insight

The music creator economy has been slowly developing but was thrust into the spotlight by a surge of new creators during the Covid lockdowns. As with any bubble, it eventually burst; many creator tools companies saw the ensuing surge flatten post-lockdown.

O mercado brasileiro de música
Rumo ao estrelato

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Leo Morel and Tatiana Cirisano

September 2024

Business Strategy

Grande parte da população do Brasil adotou o streaming como formato de consumo musical. Atualmente, ele é o principal formato de consumo do país, correspondente a 82% de sua receita de música gravada. Isto, atrelada a forte conexão dos brasileiros com a música, está contribuindo para expandir as fronteiras da música local, com o funk brasi...

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