Audience Insight

Spotify is radio’s middleman to podcasts – but will this guarantee new listeners?

Cover image for Spotify is radio’s middleman to podcasts – but will this guarantee new listeners?
Annie Langston
Spotify
Radio
Gen Z
Although radio set the stage for podcasts, its transition into the digital space has been challenging. Now, Spotify is simplifying this process. With its 2021 acquisition of podcast tech company Whooshkaa, Spotify is rolling out its “broadcast-to-podcast” technology, which allows broadcasters to turn their live broadcast into an on-demand podcast — further taking the live out of audio .
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Profiling Steam users
A valuable gamer niche

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Karol Severin
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, genre preferences and wider gamer behaviours.
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Why AI music may make fandom even more important

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Tatiana Cirisano
artificial intelligence
fragmented fandom
Record labels
Artificial intelligence (AI) was as hot a topic as ever at last week’s SXSW conference, where debate swirled around how human artists will compete with AI-generated music. As more parts of music-making involve AI assistance, this distinction between “AI” and “human” music may soon become as irrelevant as music created on a laptop versus recorded in a studio.
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Digital advertising reception of gamers, Q4 2022

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Karol Severin
Audience Insight
This report presents a Q4 2022 snapshot of gamers’ reception to various types of digital advertisements. It covers: Display / banner advertisements Video advertisements Video advertisements in mobile games Audio advertisements Advertisements that are relevant to the consumer Advertisements in services that consumers already pay for Gamer segments included are: By gamer platform (Mobile, PC, Console) By games genre fans (FPS, RPG, Action / Adventure, Platformer, Open world, Sandbox, Puzzle, Simulator, Strategy, MOBA, Survival, and sports games) By games service subscriber (Apple Arcade, EA Play / Pro, NintendoSwitch Online, Xbox Game Pass, Xbox Live, PlayStation Now, PlayStation Plus,Ubisoft+) The data in this report is from MIDiA Research’s Q4 2022 consumer survey.
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Love is (not) sharing a password: Why Netflix’s crackdown on account sharing is a longer-term gamble

Cover image for Love is (not) sharing a password: Why Netflix’s crackdown on account sharing is a longer-term gamble
Hanna Kahlert
Media and Marketing
Audience Insight
Netflix
After a successful trial in Latin America, Netflix is planning to roll out its solution to account sharing worldwide over the next year, called ‘ paid sharing ’. For every user on an account who does not share the same IP address as the account holder, the account holder will be charged an additional fee, and that user will get their own login.
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At the Grammys and Super Bowl, the last hurrah of the mainstream era

Cover image for At the Grammys and Super Bowl, the last hurrah of the mainstream era
Tatiana Cirisano
music industry
Record labels
Music creators
Rihanna’s performance at the Super Bowl LVII over the weekend was remarkable for several reasons, but most of all was that she had not performed a show at this scale in seven long years. “The wait is almost over”, Apple Music’s Ebro Darden teased in promotions leading up to the big night, and the wait simply being over arguably mattered more than whatever Rihanna decided to do onstage.
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Video consumer monetisation snapshot Q3 2022
US, Canada, Australia, UK, Germany, France, Sweden, South Korea, and Brazil

Cover image for Video consumer monetisation snapshot Q3 2022
Tim Mulligan
Online video
Audience Insight
video monetisation
This slide deck presents consumer demand for video subscription services, transactional video consumption, and advertising responsiveness. The data is pulled from MIDiA’s Q3 2022 consumer survey, fielded in the US, UK, Australia, Canada, Germany, France, Sweden, South Korea, and Brazil.
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Tipping point
How in-game spending will eat the games world

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Karol Severin
steam
Ubisoft
FIFA
Though parts of the games industry still stigmatise in-game purchases, the business model is a fundamental part of a successful and sustainable growth formula for games companies. The current macroeconomic climate will only catalyse their importance. Diving into the nuances of in-game spenders’ behaviours and attitudes unlockssignificant growth and conversion optimisation opportunities for games companiesthat are already in pursuit of this business model.
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