Product Strategy | MIDiA Research

Audience Insight

Music x Climate

Cover image for Music x Climate

Hanna Kahlert

December 2023

Audience Insight

As 2023 draws to a close, and the United Nations Climate Change Conference takes place for the 28th year, it is an important time for the music industry to reflect on our impact on the environment and how we can do better. This could take a variety of forms.

The coming sports monetisation revolution

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Tim Mulligan

December 2023

Audience Insight

Despite recent sports rights hikes (driven by tech major interventions, such as Amazon’s NFL Thursday Night Football 2021 rights agreement), sports as a broadcast asset is under increased scrutiny. An ageing audience, combined with its decreasing relative importance in home entertainment, means that live sports must work harder to justify its hefty price tag in the TV streaming era.

Squid Game: The Challenge - successfully spinning new content from existing IP

Cover image for Squid Game: The Challenge - successfully spinning new content from existing IP

Tim Mulligan

5 Dec 2023

Squid Game: The Challenge

Tomorrow sees the release of the final episode of season one of Squid Game: The Challenge, the reality game show spin-off of the 2021 dystopian global hit episodic drama Squid Game . The original drama was an early example of TV internationalisation 2.

min read

Overanalysing our Spotify Wrapped: what MIDiA’s stats say about the industry

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Tatiana Cirisano

4 Dec 2023

Music streaming

It would not be the holidays without Spotify Wrapped, the ubiquitous marketing scheme that involves Spotify repackaging the vast amount of data it collects about users into fun personalised insights ready for social media.

min read

Why measuring video attention requires nuance

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Tim Mulligan

14 Nov 2023

video measurement

Last week’s ASI conference provided a forum for those grappling with measuring ad engagement to coalesce around some of the common aims required to quantify the value of consumer attention. The overarching theme of the event was managing complexity .

min read

‘What’ it means to be a creator is changing dramatically. Why isn’t the ‘who’?

Cover image for ‘What’ it means to be a creator is changing dramatically. Why isn’t the ‘who’?

Tatiana Cirisano

9 Nov 2023

The year is 2023: Singers are turning their voices into playable instruments, bands are performing as holograms, entirely virtual artists are hitting the market, and one can spin up a finished song with 20 minutes and an iPhone.

min read

Solid progress
German music consumer user profile

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Mark Mulligan

October 2023

Audience Insight

This report presents MIDiA consumer data for key music behaviours of German consumers All data is for Germany except when ‘all country average’ is referred to. This is the weighted average of all countries surveyed Data covered includes streaming and social app usage, and key audio formats (radio, streaming, podcasts).

Why Amazon is bringing FAST to podcasts

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Tim Mulligan

31 Oct 2023

Last week, Wondery , an Amazon-owned podcast studio,announced the launch of three new free ad-supported streaming TV (FAST) channels on Amazon’s FAST service, Freevee. These channels will join the lineup of over 400 existing channels on Freevee and will serve as a new entry point for audiences to discover Wondery’s premium content.

min read

How Taylor Swift has ushered in an era of direct distribution for media fusion

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Tim Mulligan

19 Oct 2023

Taylor Swift | The Eras Tour Concert Film

Cinematic releases of music concerts are nothing new, with the likes of the Beatles Help! film of 1965 ushering in a new era of mass participation for global fanbases beyond the concert arena. When Covid shut down the live music scene in 2020-2021, there was a brief flurry of interest in delivering virtual concerts for fans seeking a proxy for the live experience that went on hiatus.

min read

Streaming is missing cultural moments, and superstars know it

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Kriss Thakrar

11 Oct 2023

In the modern music industry, a near constant supply of music is expected to succeed on streaming platforms . Drake is one of the best examples of this: since 2015 he has released an album every year, in addition to two collaborative albums, adding up to 200 tracks.

min read

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.

Does culture become a commodity, or do commodities become culture?

Cover image for Does culture become a commodity, or do commodities become culture?

Hanna Kahlert

5 Oct 2023

Cultural trends

More than three fourths of audiences believe that the music they listen to reflects who they are. This rises to more than four fifths of people aged 25-44. Music listening is also incredibly personal –roughly a third of people listen to playlists they curate themselves when exercising, hanging out with friends, working or studying, or just when they are out and about.

min read

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, Germany, and UK.

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

Cover image for How you play matters

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 OPTIONS INCLUDED: S olo vs computer, solo vs other solo players, small team (max 4) vs other small teams online, large teams (more than 4) vs other large teams online, in a team vs computer (co-op / PvE), with someone physically present in the room, and against someone in the room.

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.

Are social platforms responsible for weird objects being thrown at pop stars?

Cover image for Are social platforms responsible for weird objects being thrown at pop stars?

Hanna Kahlert

29 Aug 2023

Media and Marketing

People have forgotten how to behave in public. Or at least, so contends a recent Vox article , which highlights recent instances of ‘fans’ throwing objects at pop stars during concerts and people scrolling TikTok in the cinema.

min read

Clutter versus curation: The cure to entertainment’s attention saturation woes

Cover image for Clutter versus curation: The cure to entertainment’s attention saturation woes

Hanna Kahlert

18 Aug 2023

digital saturatoin

Attention economy

Across digital content –be that music, TV, social video, or just photos on Instagram – algorithms favour a “more is more” approach. More content, more often, means better visibility, better discovery, and better monetisation opportunities.

min read

Don’t be fooled by the streams that it’s got, it’s still hip hop from the block

Cover image for Don’t be fooled by the streams that it’s got, it’s still hip hop from the block

Kriss Thakrar

15 Aug 2023

Over its 50 years, hip hop has gone from a block party in the Bronx to a conquering global culture. It now accounts for almost a quarter of Spotify streams , with three-quarters of users listening to hip hop this year.

min read

Can Swift and Beyoncé save the economy? What the data says about music tourism

Cover image for Can Swift and Beyoncé save the economy? What the data says about music tourism

Tatiana Cirisano

10 Aug 2023

Taylor Swift and Beyoncé have more accolades than most artists in history. Now they can add “saving the economy” to the list — well, sort of. Governing bodies in cities from Chicago to Philadelphia to Stockholm have credited the duo’s respective concerts for boosting local tourism (and temporarily inflating prices).

min read

Competing in the live service games sector is about to get really difficult

Cover image for Competing in the live service games sector is about to get really difficult

Karol Severin

25 Jul 2023

live service games

saturated landscape

With the advent of in-game purchases, live service games have gradually become an important fuel of the games industry’s growth. Their sheer success and the appeal of the business model have understandably swayed a large part of the games industry to either adopt it or consider doing so.

min read

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