Product Strategy | MIDiA Research

Audience Insight

The digital generation wants to go offline: the roots of an analogue revival

Cover image for The digital generation wants to go offline: the roots of an analogue revival

Hanna Kahlert

17 Sep 2024

In March of 2020, the world went largely virtual. With no way to go out and live normal day-to-day lives in the physical sense, the digital world took over – from Zoom calls with family members to social storms around Netflix shows, replacing the workplace ‘watercooler moment’.

min read

From casual listeners to podcast purists
Mapping podcast platform preferences

Cover image for From casual listeners to podcast purists

Rutger Rosenborg

September 2024

Audience Insight

Consolidation has arrived in audio. As some tech companies turn to a multi-format strategy to keep users engaged, it becomes more difficult for single-format platforms to compete for the same subscriber base. Companies sticking to the single-format vision of podcasting run the risk of losing even more market share to YouTube and Spotify, but there remains a highly engaged niche of podcast purists that are still serviceable by the single-format platforms.

The ‘why’ and ‘what’ behind in-game spending

Cover image for The ‘why’ and ‘what’ behind in-game spending

Karol Severin

August 2024

Audience Insight

As the games industry matures and global games revenue growth slows down, in-game spending will remain one of the industry’s key growth drivers. Historically, in-game spending was mostly associated with advantage-gaining items. In 2024 however, cosmetic in-game items account for the majority of in-game spending and will be increasing their share for the remainder of the decade.

Who wins the social spiral? Consumers’ relationship with social platforms is changing

Cover image for Who wins the social spiral? Consumers’ relationship with social platforms is changing

Hanna Kahlert

28 Aug 2024

There is no shortage of takes on the role of social platforms in our daily lives, from former influencers lamenting the end of Twitter’s golden era to researchers studying social media’s impact on teens’ mental health .

min read

French music consumer user profile
Unlocking fandom

Tatiana Cirisano

August 2024

Audience Insight

This report presents MIDiA consumer data for key music behaviours of French consumers. Key data and insights in this report: Monthly music streaming behaviours of French consumers Listening habits of French consumers, monthly, weekly, and daily breakdown French popular radio station daily and weekly usage French daily active usage, weekly active usage, and paid subscribers, for leading music streaming services France time series survey data from between Q2 2020 and Q2 2024, which includes weekly active users of key music streaming platforms Most popular types of music subscription plans (family plan, student plan, etc.

Instagram and the download-delete cycle: a cultural shift for social platforms

Cover image for Instagram and the download-delete cycle: a cultural shift for social platforms

Hanna Kahlert

13 Aug 2024

analogue revival

Forget the tech-centric sci-fi future promised by the early 2000’s; the new aspiration is going offline. Analogue is the new ‘cool’, and it is not just about nostalgia. Audiences are searching for authenticity, connection, novelty, experience, and tangible ownership of the things they love, all of which are scarce now in an oversaturated digital environment .

min read

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

Cover image for High tide raises all ships

Rhys Elliott

July 2024

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.

Consumers prefer to be alone with audio, but social opportunities abound

Cover image for Consumers prefer to be alone with audio, but social opportunities abound

Rutger Rosenborg

25 Jul 2024

Audience Insight

Gone are the days when families huddled in the living room to listen to a radio broadcast. Cars and mobile phones — the latter to a much larger extent — have enabled and encouraged solitary audio consumption.

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Audio psychographics
Understanding why people listen

Cover image for Audio psychographics

Rutger Rosenborg

July 2024

Audience Insight

With so much content competing for consumers' attention, it is not enough to just give them ways to spend their limited resources (time and money). Audio companies must also give consumers reasons to do so. Therefore, to grow the audio market, knowing the reasons consumers choose one format over another is key to driving audience strategy, product strategy, and industry growth.

The rise of the songwriter ‘brand’

Tatiana Cirisano

23 Jul 2024

Music publishing

If you have been drawn into the particular orbit of pop music that includes Olivia Rodrigo, Chappell Roan, and Sabrina Carpenter, you probably know a thing or two about Dan Nigro. Fans have been joining the dots between Nigro and this cluster of emergent pop artists on social media — not only discovering his credits on hits like Chappell’s “Good Luck, Babe!” and Rodrigo’s “Vampire”, but also clocking that he is in the studio with Reneé Rapp and followed Carpenter on Instagram .

min read

The frequency factor - when daily just isn’t enough

Cover image for The frequency factor - when daily just isn’t enough

Mark Mulligan

22 Jul 2024

Entertainment behaviour

media consumption

Daily Active users

In our digital lives today, we tend to use our favourite apps throughout the day. So, why does the entertainment tech industry still focus on daily, weekly, or, in way too many cases, monthly usage (we’re looking at you, Spotify!).

min read

Entertainment behaviour
The frequency factor

Cover image for Entertainment behaviour

Mark Mulligan

July 2024

Audience Insight

This report presents a holistic view of entertainment behaviour for music, video, games, social, and audio. Traditionally, entertainment services report users in terms of monthly, and occasionally weekly or daily users. This report goes much deeper into user behaviour by additionally measuring how many times a day consumers use apps as well as when and where.

Is this the post-social era? The state of the social platform user in 2024

Cover image for Is this the post-social era? The state of the social platform user in 2024

Hanna Kahlert

16 Jul 2024

Daily Active users

The social marketplace is mature, with available consumer time having peaked and new growth for platforms coming at others’ expense. New platforms are emerging but remain small, while the biggest platforms, like Facebook, are seeing losses to their overall share of daily active user penetration compared to 2020.

min read

The end of the debate: Why streaming TV and politics no longer mix

Cover image for The end of the debate: Why streaming TV and politics no longer mix

Tim Mulligan

2 Jul 2024

Audience Insight

The “entertainmentisation” of Western politics has successfully re-energised political discourse after decades of consensus politics and has resulted in policy making that has negatively impacted voters, both economically and environmentally.

min read

Music artists, TV shows, and film are best positioned brand categories for in-game item activations

Karol Severin

28 Jun 2024

in-game monetisation

cross-entertainment

Accounting for 67% of global games software revenue in 2023, in-game spending plays a crucial role in monetising gamers. Over the years, cosmetic in-game spending (which does not grant advantages or progress in-game) has gained importance, especially among younger consumers.

min read

The verdict is in: Music is podcasting’s biggest missed opportunity

Cover image for The verdict is in: Music is podcasting’s biggest missed opportunity

Rutger Rosenborg

19 Jun 2024

While there are plenty of charts that provide insight into the most downloaded podcasts on each platform globally, these data give a very granular perspective on consumer preferences. Podcast platforms, in turn, have access to private user data, but again these data are largely limited to each platform’s own users.

min read

Stability from chaos: How today’s artists find sustainable success in a turbulent music industry

Cover image for Stability from chaos: How today’s artists find sustainable success in a turbulent music industry

Keith Jopling

10 Jun 2024

Audience Insight

How do we take the pulse of success for music artists in 2024? In 'Sustainability from chaos:How today’s artists find sustainable success in a turbulent music industry' , we explore this question from the artist’s point of view and from the perspective of artist services companies.

min read

Sustainability from chaos
How today’s artists find sustainable success in a turbulent music industry

Cover image for Sustainability from chaos

Mark Mulligan, Keith Jopling, Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Fernanda Balzaretti and Ula Kalkyte

June 2024

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.

The state of the attention economy: why don’t fan-first platforms work?

Cover image for The state of the attention economy: why don’t fan-first platforms work?

Hanna Kahlert

5 Jun 2024

The music industry is increasingly looking to fan-first solutions to drive its next era of growth (and solve artists’ financial woes), with all eyes towards the Taylor Swift model of fan frenzy. At the heart of this quest is a tension inherent in the ‘everything everywhere all the time’ model.

min read

Songs as cultural moments (and why TikTok trends are so appealing)

Cover image for Songs as cultural moments (and why TikTok trends are so appealing)

Hanna Kahlert

31 May 2024

The music industry is racing in two different directions at once. On the one side is the push for more music to be made by more people for less money – underpinning the $500 million valuation of Suno , the generative AI music platform.

min read

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