Product Strategy | MIDiA Research

Audience Insight

Device usage trends across social platform users
Drilling into the details

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Hanna Kahlert

February 2026

France

Australia

mexico

This report presents device usage data as it correlates to social media platforms alongside consumer behaviours, which include ad responsiveness (by platform and device) and content preferences. This data supports insight and strategic decision-making around product development, such as smart TV apps for social platforms.

Creator franchise profile
From social channels to entertainment ecosystems

Ben Woods

February 2026

Creators

live

merchandise

The creator economy is moving into a new phase where audience ownership, rather than audience reach alone, is the primary driver of growth. Social platforms remain critical for discovery and scale, but their revenue-share models and control over audience relationships limit how much value creators can capture.

AI and consumer creation
The superfan factor

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Mark Mulligan

January 2026

Fandom

Content creation

Recorded music market

This report presents data from two different MIDiA Research consumer surveys to explore consumer behaviours and attitudes in content creation, including their use of AI and its relation to fandom. This report is for anyone and everyone looking to better understand consumer AI usage, from specific creator tools to sophistication levels.

From fans to superfans | What’s missing from the games industry

Cover image for From fans to superfans | What’s missing from the games industry

Brandon Sutton

27 Jan 2026

Business Strategy

Audience Insight

The games industry is experiencing a moment of turbulence. A growing list of high-profile, high-budget titles, such as Mindseye and New World , have failed to meet commercial expectations. Increasingly, even investments in the hundreds of millions are no longer enough to guarantee a successful title.

min read

From fans to superfans
What’s missing from the games industry

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Brandon Sutton

January 2026

France

Australia

Gaming

Game development is a complex landscape, with rising costs, longer production cycles, and intensifying competition all shaping how industry stakeholders engage consumers. The increasing saturation of the games market makes it harder for titles to stand out from the crowd.

Splice x MIDiA Sounds of 2026
House on the rise

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Tatiana Cirisano, Olivia Jones, Kriss Thakrar, Samuel Griffin, Adham Nazir and Mark Qi

January 2026

Creators

Music fandom

edm

We zoom in on the trends and microtrends driven by the music industry’s biggest fans and most influential tastemakers: creators. Turn page after page of trends unfolding in real-time and see how Splice’s dataset is the barometer for the state of music today.

Audio creator survey 2025
Mastering a digital landscape

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Laura Fisher

January 2026

Digital

podcasters

Audience Insight

Audio creators are the backbone of an industry often defined by its listeners. They are rising to a unique moment of opportunity: mastering a digital landscape, translating professional-grade investment into exceptional sound, and pioneering sustainable careers that span diverse regions and communities.

Why ignoring creator wellbeing is a financial risk for the creator economy

Cover image for Why ignoring creator wellbeing is a financial risk for the creator economy

Ben Woods

20 Nov 2025

Audience Insight

Each day, millions of hours of video content are uploaded onto social video platforms. The stream of creative output is so vast that it can be easy to forget that behind each one of these videos there is often a creator putting in a significant amount of work.

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AI music creators: music’s superfans

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Mark Mulligan

13 Nov 2025

Audience Insight

Not a week seems to go by without some big news in the world of music AI. Hot on the heels of UMG’s Udio deal , GEMA just secured a favourable ruling against OpenAI (via Reuters ). Over the course of the year, however, court rulings have fallen roughly evenly for media companies and AI companies, ...

min read

Brands and social TV: The next big entertainment power move

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Ben Woods

5 Nov 2025

Business Strategy

Audience Insight

One question is often asked when traditional entertainment companies start exploring a social-first strategy: how do we make it pay? It’s a valid line of inquiry that does not come with a neat answer.

min read

The global appeal of radio
Why audiences are still listening

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Laura Fisher

October 2025

Radio

BBC

Global

Streaming may dominate headlines, but radio still commands huge daily audiences. Its strength lies in trust, habit, and the shared, live experiences. As investment shifts to on-demand audio, many underestimate radio’s resilience - risking a self-fulfilling prophecy of decline.

The new gaming economy: Why gamers are buying less but playing more

Cover image for The new gaming economy: Why gamers are buying less but playing more

Brandon Sutton

23 Oct 2025

Audience Insight

Consumer behaviour

A new reality is emerging in the gaming economy that is being obscured by projections of growth, and its long-term effects are only beginning to be felt. Despite more money being spent on games than ever before, most consumers are spending less on a smaller number of games.

min read

Beyond listening: What podcast libraries can tell us about consumer identity

Cover image for Beyond listening: What podcast libraries can tell us about consumer identity

Laura Fisher

22 Oct 2025

Audience Insight

Consumer behaviour

Podcast libraries have evolved beyond a simple log of listening habits, becoming a telling indicator of personal identity. Increasingly, the most revealing source of who someone is may not be their social media feed or viewing history, but the podcasts they choose to follow.

min read

Decoding the video creator economy’s potential at IBC2025, Amsterdam

Cover image for Decoding the video creator economy’s potential at IBC2025, Amsterdam

Ben Woods

9 Sep 2025

Audience Insight

Creator economy

The video industry is in the middle of a substantial shift. The days of traditional entertainment and the creator economy occupying separate lanes are ending. Creators are expanding beyond social platforms to produce more premium content on SVOD services.

min read

Beyond the screen
How and why gaming merch and collectibles fuel fandom

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Brandon Sutton

September 2025

Marketing

Digital

Fandom

The physical gaming merchandise and collectibles market is a multibillion-dollar industry that serves as both organic marketing and a way to strengthen community engagement. However, the space has grown increasingly complex due to a surge in fan-made merch, a crowded field of game properties, and economic pressures like the rising cost of living.

Calling all audio creators: Shape the future of the industry and get a chance to win $100!

Cover image for Calling all audio creators: Shape the future of the industry and get a chance to win $100!

Laura Fisher

27 Aug 2025

Audience Insight

Take the MIDiA research 2025 Audio Creator survey and have your voice heard. MIDiA Research has long been known for its music creator surveys – and even its video creator surveys. But this year, for the first time ever, we’re turning the spotlight on audio creators with our brand-new 2025 Audio ...

min read

Music consumer behaviour Q1 2025
Mixed signals

Cover image for Music consumer behaviour Q1 2025

Mark Mulligan

July 2025

Consumer behaviour

Streaming

France

This report presents MIDiA Research consumer data for music. Data covered includes weekly active users, streaming music behaviour, non-streaming behaviour, fandom activity, and audio consumption. All data is from MIDiA’s Q1 2025 survey, with data for US, UK, Australia, Canada, France, Poland, Spain, Colombia, Japan, n = 9,023.

Is in-game advertising the next frontier for PC and console games?

Cover image for Is in-game advertising the next frontier for PC and console games?

Rhys Elliott

July 2025

Apple

YouTube

Netflix

In-game advertising (IGA) in AAA console and PC titles is experiencing a resurgence. Advancements in technology, shifting consumer behaviours, evolving monetisation strategies, and a now-mature games market have reignited interest. With AAA publishers adopting free-to-play models and hybrid monetisation – mirroring mobile gaming’s success – a...

Songwriter survey 2025
Reinvention

Cover image for Songwriter survey 2025

Tatiana Cirisano and Olivia Jones

July 2025

songwriters

songwriters

Audience Insight

Songwriters face many of the same issues as artists – and are often doubly impacted by them. The struggle to earn meaningful streaming income is chief among these challenges, yet songwriters do not have the same fallback options, such as merchandise and touring, as artists do.

The ‘pure’ songwriter is disappearing – and it’s everyone’s problem

Cover image for The ‘pure’ songwriter is disappearing – and it’s everyone’s problem

Tatiana Cirisano

19 Jun 2025

The National Music Publishers Association (NMPA) annual meeting is known for making headlines. At last year’s event, CEO David Israelite used his state-of-the-union speech to announce a formal complaint against Spotify’s audiobook bundling, lodged with the Federal Trade Commission.

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