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.

Youth versus age
A streaming video sanity check

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Tim Mulligan

October 2023

Audience Insight

The video industry is fixated on the disengagement of youth audiences from traditional TV and the risks of this continuing unabated into the streaming TV era. However, this fear is based on flawed assumptions around the relative value of younger consumers versus older demographics – particularly the 55+s.

Misaligned incentives
The cost of a broken business

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Tatiana Cirisano

September 2023

Business Strategy

Many of the music industry’s current woes can be traced back to misaligned incentives. Current streaming economics push record labels, streaming services, and artists in conflicting directions: Labels chase viral songs to grow market share, streaming services are motivated to lower the cost of licensing music, and artists must venture outside the...

Latent potential
Japan music consumer user profile

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Mark Mulligan and Tatiana Cirisano

September 2023

Music streaming

Audience Insight

This report presents MIDiA consumer data for key music behaviours of Japan’s consumers. The data covered includes streaming app usage, social app usage, key audio formats (radio, streaming, and podcasts), fandom / identity, and artist content. All data is from our Q1 2023 survey, fielded in US, Canada, Mexico, Australia, Japan, Sweden, France, Ge...

How you play matters
Profiling solo, team, and couch players

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Karol Severin

September 2023

Audience Insight

This report presents MIDiA’s consumer survey data, zooming in on players of specific gamer types. Data includes age, gender, income, time spent across entertainment, money spent on and inside games, as well as games genre preferences. QUESTION ASKED: Which of the following types of gameplay do you like the most? (select up to three) ANSWER OPTION...

Ad responsiveness in the era of content saturation

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Hanna Kahlert

August 2023

Audience Insight

The digital entertainment space is more saturated than ever, with content spread and duplicated across dozens of platforms, from social to streaming. Advertising and marketing teams face incredible competition and a tough economic environment in which to elicit spend from users.

Artist subscriptions are the superfan opportunity

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

August 2023

Business Strategy

Streaming is at a tipping point. Revenue growth slowed to 6.0% in 2022, labels want new royalty systems, consumption is commodified, TikTok is diluting cultural capital, creators are questioning effort ROI, and AI is here. Music rightsholders need their next growth driver.

The state and future of music fandom
Unleashing fan creativity

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Tatiana Cirisano

August 2023

Spotify

YouTube

SoundCloud

Streaming is buckling under the weight of new music being released every day, listenership is fragmenting, and artificial intelligence is poised to intensify these challenges. The music industry’s next era of growth lies in monetising fandom, not consumption.

Music’s podcast potential
Focus on branding over discovery

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Annie Langston

August 2023

Labels

Streaming

Artists

In this hyper-fragmented entertainment consumption space, artists and labels must use every tool available to break out above the noise. Artists must diversify their content to not only promote their music, but to develop their personal brand. Podcasts are an effective vessel to target niche audiences and build a brand, both within and outside of m...

The FAST advantage
Build sustainable consumer models

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Tim Mulligan and Ben Woods

August 2023

Streaming

Amazon

Netflix

Inflation and retention pressures are combining to make free ad-supported streaming TV (FAST) an appealing go-to-market strategy for video distributors.FAST is still underperforming significantly in engagement terms when compared to its video rivals, but there are promising signs.

Virtual artists and virtual influencers
A new (virtual) reality

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Ashleigh Millar

July 2023

Apple

Instagram

AI

While North America and Europe are on a path towards authenticity (due to an authenticity crisis), with such trends as #definluencing and #dupes loudly and quickly gaining traction, social media users in Asia Pacific (APAC) have a growing focus on artificial “virtual” influencers (VI’s).

Return to live
Post-pandemic music fans

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Kriss Thakrar and Tatiana Cirisano

July 2023

Consumer behaviour

live music

Music creators

Today’s live music audience skews 45+, with rock concerts and theatres / concert halls dominating sales. Fandom is by far the strongest factor in purchasing tickets, eclipsing price, and location. So, despite challenges like inflation and scalping, most concertgoers plan to attend more or the same number of concerts going forward.

Tipping point
The coming consolidation of live service games

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Karol Severin and Perry Gresham

July 2023

ariana grande

Call of Duty

FIFA

The games industry has become addicted to the promise of lower risk and better ROI from live service games. As a result, there has been a flurry of live service titles released over the last 10 years. This is the key reason why the games industry’s core business model has shifted from unit-sales based to engagement based.

Streaming TV meets local
How local content commissioning regulation will reshape streaming output

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Tim Mulligan

July 2023

Netflix

Amazon Prime

house of cards

US headquartered global video players have grown their business models outside of national regulatory frameworks. The streaming video on demand (SVOD) model is now being disrupted as national governments respond to domestic concerns over the erosion of local TV and film industries and the supplanting of local cultural output.

Not all social entertainment behaviour is created equal
Audience deep dive

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Hanna Kahlert

July 2023

Spotify

YouTube

Xbox

Social is an integral part of entertainment consumption This report presents key data and insights about the advanced overlaps between social behaviour (both on digital platforms and in real life) and entertainment consumption. It looks at data from nine markets, featuring segments of social platform users and the audiences of different forms of en...

Radio WAUs
Blurring broadcast lines

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Annie Langston

July 2023

Spotify

Radio

iHeart

The radio industry has traditionally thought in terms of monthly audiences and reach rather than engagement. It is time for the radio industry to start thinking in terms of weekly engagement so that it can better benchmark itself against the wider picture of digital entertainment It is time for radio to think in terms of weekly active users (WAUs) ...

MIDiA Research 2023-2030 global music forecasts
Speed bump

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Mark Mulligan

June 2023

Business Strategy

2022 was a tumultuous year for the global economy, with factors such as high rates of inflation, rising interest rates, a growing cost-of-living crisis, post-Covid supply chain issues, and the Russo-Ukrainian war causing economic dislocation.While the recorded music business was far less affected than many other industries, it was impacted, especia...

US SVOD consumer podcast engagement
Audio is the new spinoff

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Annie Langston

June 2023

Apple

Apple

Spotify

As consumer attention fragments across platforms and content types, it is increasingly important for both streaming subscription video services and podcast creators to maximise their content reach. For streaming subscription video on demand (SVOD) services, podcasts provide new opportunities to reach and retain audiences.

Fandom and identity
For fans, entertainment goes beyond enjoyment of content

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Hanna Kahlert

June 2023

YouTube

Instagram

Snapchat

Across entertainment, fandom is used to judge, predict, and generate successful commissioning and distribution strategies. Fandom indicates reliable audiences who will spend money on propositions and come back for more at the next instalment. It shows who will buy merchandise, attend shows and events, or purchase in-game cosmetics.

Data briefing
South Korea music market

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Mark Mulligan

June 2023

Business Strategy

This report presents key music market metrics for South Korea. All data is domestic SouthKorean data unless otherwise stated below. The datasets leveraged for this report include: Music company financials and market shares. This data refers to revenue generated by South Korean companies and thus includes both domestic and international revenue MIDi...

Live sport 2.0
Capturing younger audiences with the creator economy

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Ben Woods

June 2023

YouTube

Apple TV

Twitch

The funding model for live sports has created fissures between older viewers who can afford to pay a premium for live access and younger audiences who either cannot, or do not want to. While older generations are accustomed to paying for access to content, younger generations grew up in a world with accessible content galore.

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