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.

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.

Livestreaming strategy in a social-video world
Work with UGC, not against it

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Tatiana Cirisano

June 2023

live

Amazon Prime

gigs

Livestreamed concerts are establishing themselves as complementary experiences, rather than replacements for in-person gigs. A picture of the average livestreamer — older millennials who are entertainment super-consumers — is coming into focus. Now, as the rise of social video coincides with the return of in-person concerts and festivals, user-...

Games purchasing by format
Brick and mortar is not dead

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Karol Severin

May 2023

Audience Insight

This report presents a Q1 2023 snapshot of US gamers who bought at least one game within a six-month period (between October 2022 and March 2023). This is broken down by physical versus digital format and digital versus physical distribution channel. It covers: % of gamers who purchased a game in a physical format through a physical (brick and mort...

Podcasts and gamers
How audio can propel the gaming universe

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Annie Langston and Kazia Rothwell

May 2023

Spotify

Spotify

YouTube

The rise of games-inspired content is taking entertainment by storm. This illustrates the power of not only games content itself, but the fandoms that keep it alive, revealing an audience for other entertainment formats to tap into. As games aficionados over-index for a variety of podcasting behaviours, podcasts are an opportunity for games compani...

Pre-empting video piracy in the streaming TV era

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Tim Mulligan

May 2023

Netflix

Netflix

Business Strategy

Video piracy had been downgraded as a significant disruptive risk in the era of subscription video on demand (SVOD) and free ad-supported streaming TV (FAST). While peer-to-peer (P2P) file-sharing piracy is a declining niche activity at 7% penetration, streaming piracy is has slightly increased to 10% as the cost-of living crisis and recessionary f...

AI and the future of music
The future is already here

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Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

May 2023

Spotify

SoundCloud

Netflix

Unlike most new technology hype cycles, the impact that artificial intelligence (AI) has on the world is already surpassing expectations. Within the music industry, AI will largely be an enabler and accelerant of already-existing trends and market shifts: the growth of self-releasing artists, the consumerisation of music-making, and the resulting o...

Artists direct
Focus on passion, not professionalism

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Tatiana Cirisano

May 2023

Spotify

Spotify

SoundCloud

All eyes of the music business are on artists direct, the fastest-growing segment of the industry. But the 6.4 million artists in this segment are far from a unified group, and have varied aspirations, challenges, and needs. MIDiA’s 2023 creator survey reflects that the two largest sub-segments of artists direct are those who seek full-time music...

Burnishing the back catalogue
Retention in an inflationary era

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Ben Woods

May 2023

Spotify

Netflix

Disney

With inflation squeezing commissioning budgets, streaming-TV services are battling to demonstrate value to consumers who risk churning under pressure from the cost-of-living crisis. The big spend on new shows to grow playbook is not only unsustainable, but also out-of-step with the consumer appetite for classic content.

Web 3.0 is here
Navigating the new culture of digital entertainment

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Hanna Kahlert

May 2023

Spotify

YouTube

Netflix

AI has already hit entertainment at the industry level – and the impacts on audience culture will not be far behind. A variety of AI tools are now readily available on ‘fremium’ tiers at a consumer level. Companies may be looking towards what the new world of web 3.

The great monetisation reset
New ways to monetise streaming video audiences

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Tim Mulligan and Ben Woods

April 2023

Product Strategy

This keynote took place at the beginning of the MIDiA webinar:The great monetisation reset |New ways to monetise streaming video audiences. The full presentation, panel, and Q&A session, can be found on LinkedIn and YouTube ....

Profiling Steam users
A valuable gamer niche

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Karol Severin

April 2023

YouTube

Amazon

Netflix

For two decades now, Steam has been one of the go-to digital game distributors, particularly for computer gamers and developers. Yet, its weekly active audience does not quite reflect a fully representative sample of computer gamers. Rather, Steam’s weekly active users (WAUs) are a specific niche of gamers, characterised by their demographics, ge...

US millennial snapshot
A looming generational blind spot

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Kriss Thakrar and Tatiana Cirisano

April 2023

Spotify

YouTube

Deezer

In the US, 25-34-year-olds are the music industry’s most valuable segment. Yet their relationship with streaming is tenuous. Streaming is not meeting these consumers’ need for a more social, less algorithm-driven experience. What is more, they appear most likely to give their subscriptions up.

Social platform user snapshot
Q4 2022

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Hanna Kahlert

April 2023

Audience Insight

Media and Marketing

This slide deck presents a snapshot of different social platform users, including age breakdowns, activity on social platforms, and cross-platform usage. It covers Facebook, YouTube, Twitter, WhatsApp, Pinterest, Instagram, Snapchat, Discord, and TikTok.

Podcasts and music streaming
Mirrored growth

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Annie Langston

April 2023

Apple

Apple

iTunes

The economic recession, and related layoffs at major podcasting divisions, have some questioning the future of the format. However, podcasts are following a similar trajectory as music did in its transition to streaming and have reached critical mass — 26% consumer penetration — faster than music streaming subscriptions did.

Bridging the creator gap
Monetising social video’s micro-communities

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Samuel Griffin and Ben Woods

April 2023

Subscriptions

YouTube

Twitch

The pandemic-induced boom in content creation has saturated social video platforms at a time when creators are battling a downturn in digital advertising revenues. These dual pressures of less exposure and dwindling financial returns have put pressure on mid-tier creators; the community that derives all their creator income from advertising, subscr...

Ad-supported video consumer snapshot Q4 2022
US, UK, Australia, Canada, Germany, France, Sweden, South Korea, and Brazil

Cover image for Ad-supported video consumer snapshot Q4 2022

Tim Mulligan

April 2023

Audience Insight

This report presents a snapshot of ad-supported video users, including age breakdowns, time spent on video (subscription video on demand (SVOD), ad-supported video on demand (AVOD), and pay-per-view), responsiveness to ads, devices used, and TV genre preferences.

The AI entertainment revolution
How artificial intelligence will reshape media consumption

Cover image for The AI entertainment revolution

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

March 2023

Innovation

Creators

YouTube

2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting consumers, creators, and industry leaders alike.

Rebooting video fandom
Games as a video streaming genre

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Tim Mulligan, Karol Severin, Perry Gresham, Samuel Griffin and Ben Woods

March 2023

Apple

Apple TV

Netflix

With gamers being mainstream, video streaming services and their content offerings can benefit by increasing focus on the preferences of gamers. Crucially, this enables subscription video on demand (SVOD) services to drive engagement, broaden reach and improve retention.

Recorded music market 2022
Reality bites

Cover image for Recorded music market 2022

Mark Mulligan

March 2023

TuneCore

Music streaming

Kobalt

Following a spectacular year of growth in 2021, global recorded music revenue growth slowed significantly in 2022, due to the combined impact of global economic headwinds and growth slowdown in mature streaming markets. Context, though, is everything – not many industries can deliver solid growth while the global economy is in turmoil, ad markets...

Attention economy
Reasons, not ways, to spend attention

Cover image for Attention economy

Hanna Kahlert

March 2023

Spotify

YouTube

Netflix

Audiences are consuming in different ways, on different platforms, and at different times – from lean-back passive viewing, to lean-forward on-demand, lean-in social engagement, and lean-through creation. Web 3.0, largely driven by AI, will not change this.

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