Audience Insight

The future is interoperability: Why Threads could beat Twitter through the Fediverse

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Hanna Kahlert
Strategy
Meta
instgram
While Elon Musk has been posturing public beef with Mark Zuckerberg (challenging him to a cage match, practicing with former MMA champions, public callouts on Twitter, requesting very personal measurements), Zuckerberg has responded in a more traditional way (aside from his own training pictures) with the launch of Threads, Twitter’s biggest competitor to-date.
min read
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Radio WAUs
Blurring broadcast lines

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Annie Langston
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) As radio consumption steadily declines over time, it is imperative to understand the current userbases Globally, radio WAUs skew older, making the transition into digital platforms such as podcasting more challenging.
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Not all social entertainment behaviour is created equal
Audience deep dive

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Hanna Kahlert
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 entertainment, as well as fandom behaviours and monetisation opportunities.
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Podcasts and gamers
How audio can propel the gaming universe

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Annie Langston and Kazia Rothwell
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 companies to turn many of the adverse effects of attention inflation into opportunities to drive fandom, engagement, and revenue along the way.
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