Product Strategy | MIDiA Research

Business Strategy

State of the music creator economy
AI’s growing reach

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Mark Mulligan and Tatiana Cirisano

January 2025

Innovation

Creators

revenue

Still recovering from post-pandemic aftershocks, the music creator economy now faces unprecedented disruption from generative AI. More people are creating than ever before (both as creators and consumers) and sounds, services, and software revenue is growing well (the latter boosted by generative AI).

Are console platforms about to push smartphone-style subscription plans?

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Rhys Elliott

17 Jan 2025

Business Strategy

assassin’s creed

Diminishing returns on console generations, cash-strapped consumers, and increasing console prices might just open up a new pricing model for consoles – one in which consoles look increasingly like smartphones.

min read

Are creators wise to sell their offcuts to AI companies?

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Ben Woods

17 Jan 2025

Business Strategy

Most will be familiar with the adage: ‘one man’s trash is another man’s treasure’. Despite being a cliché, the saying lives on as it cuts to the heart of how individuals and companies perceive value.

min read

What got you here won’t get you there: how Spotify built a new business

Cover image for What got you here won’t get you there: how Spotify built a new business

Mark Mulligan

17 Jan 2025

Business Strategy

Since its inception, Spotify has been, and continues to be, the streaming music market’s lightning rod. This is due to its continued ability to maintain leading market share and the fact it is the only leading global DSP that is independent and therefore has to focus place more focus on commercial sustainability than peers owned by global tech superpowers.

min read

Meta pushes for “free speech” as TikTok falls short: a dramatic cultural shift for social

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Hanna Kahlert

15 Jan 2025

Business Strategy

The news cycle leaves no room to draw breath as strategic pivots and Supreme Court hearings come thick and fast. Changes are afoot – and they paint a very different picture of the digital landscape of the future.

min read

Creators versus creation
Tackling headwinds and bifurcation

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Ben Woods

December 2024

Creators

Music creators

Business Strategy

Headwinds are threatening the creator economy’s potential. Audience growth, social platform monetisation, and content saturation are creating friction that is leaving creators frustrated. Now, the red lights are flashing on the dashboard: the average weekly time consumers spend creating and producing content has fallen for the first time since 2021.

Q3 2024 music metrics
Maturation effect

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Mark Mulligan

December 2024

Business Strategy

This report presents MIDiA consumer data for key music consumer behaviours and company financials for Q3 2024.Consumer data covered includes, streaming app usage, music behaviour and streaming activities. Company financials covers record labels, music publishers, DSPs, and live music companies.

Will audio have a seat at the creator economy table?

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Rutger Rosenborg

18 Dec 2024

As 2024 comes to a close, it is worth reflecting on this year’s audio trends and where we expect things to head in 2025. Per our recent report, ‘ MIDiA’s 2025 predictions: It’s social’s stage now ’, social platforms will continue to take centre stage on the heels of the creator economy reshaping entertainment in the first half of the 2020s.

min read

Audio is incidental: Why Spotify wants to become a creator ecosystem

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Rutger Rosenborg

11 Dec 2024

Spotify Wrapped

First there were artists, and then there were podcasters. Now, there are artists, creators, and authors on Spotify. As we covered at the end of November, Spotify has officially renamed its Spotify for Podcasters hub to Spotify for Creators as the company looks to unlock the power of video in podcasting .

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Will the TikTok ban happen? What you need to know

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Hanna Kahlert

10 Dec 2024

It has been a rollercoaster of a news year for TikTok since April, when President Biden signed a law that would ban the platform unless it found new owners. The January 19th deadline is approaching quickly, and the heat is up as of December 6th, when the Federal Appeals court upheld the ban.

min read

MIDiA’s 2025 predictions
It’s social’s stage now

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Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

December 2024

Apple

Spotify

YouTube

The creator economy reshaped entertainment in the first half of the 2020s and social wasthe big winner, now positioned at the centre of the entertainment economy. In 2025 wewill see the second-order effects begin to play out, set against the backdrop of attentionsaturation, content commodification, and increased focus on profit.

Bundle up: Audible audiobooks join the Amazon Music catalogue

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Rutger Rosenborg

4 Dec 2024

As audio platforms continue to expand into industries beyond audio, new fronts in the platform wars are emerging. With Spotify now competing with YouTube for video, podcast, and music supremacy, the company’s foray into audiobooks has placed it in direct competition with Audible and, by extension, Amazon.

min read

Australia bans social media for under-16s: the first domino towards a new digital world?

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Hanna Kahlert

3 Dec 2024

age restriction

australia social media ban

Australia has just approved groundbreaking social media regulation that bans users under 16 from accessing platforms like Snapchat, TikTok, Facebook, and X. This under-16 social media ban is the first of its kind that does not allow exceptions for existing users or those with parental permission.

min read

It’s social’s stage now: MIDiA’s 2025 predictions webinar

Cover image for It’s social’s stage now: MIDiA’s 2025 predictions webinar

Mark Mulligan

28 Nov 2024

2025 predictions

One of my favourite parts of the MIDiA year is creating the MIDiA predictions report and webinar. It is always a true team effort, with our team of analysts spending weeks brainstorming ideas, proposing predictions, stress testing those to within an inch of their lives, and then writing the report.

min read

Why social media regulation could be a boost for the creator economy

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Hanna Kahlert

26 Nov 2024

TikTok’s future hangs in the balance, with its January deadline to find a new owner fast approaching beneath the oversight of a new, and unpredictable, US administration. President Trump originally tried to ban the app himself in 2020 by executive order, which failed.

min read

What would happen if Sony bought Kadokawa?

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Rhys Elliott

22 Nov 2024

Japanese media conglomerate Kadokawa recently confirmed that Sony sent it a letter of intent to acquire Kadokawa (increasing its current 2% stake). Kadokawa owns FromSoftware, the developer of Elden Ring , a 25-million-selling game that became a huge cultural moment in 2022.

min read

Hold or twist? The music industry’s innovation dilemma

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Mark Mulligan

20 Nov 2024

streaming growth

As Clayton Christensen identified in The Innovator’s Dilemma, there are two types of innovation: sustaining innovation and disruptive innovation. Sustaining innovation is what companies do to enhance existing business models, while disruptive innovation is typically driven by new entrants – insurgents looking to make markets by turning established ones upside down.

min read

MIDiA Research 2024-2031 global social forecasts
New frontiers and strong growth ahead

Cover image for MIDiA Research 2024-2031 global social forecasts

Hanna Kahlert and Mark Qi

November 2024

YouTube

Facebook

Instagram

More than ever, social platforms are the de facto way that consumers interact not only with entertainment but with the internet itself. As internet access expands in emerging markets and social platforms continue to eat up digital entertainment consumption in developed ones, further growth is inevitable because the market has: The ability to grow user numbers The ability to grow time spent by those users The ability to make more money from that time spent, both from ads and increasingly from new subscription offerings Social as it was in the 2000s and 2010s has matured.

What Acast's Q3 earnings signal about the global podcasting market

Cover image for What Acast's Q3 earnings signal about the global podcasting market

Rutger Rosenborg

13 Nov 2024

As one of the key players in podcast industry trends and podcast monetisation, what happens at Acast matters. The company’s financials provide insight into the global podcasting market, signalling to the broader industry the strength of podcast advertising.

min read

Nintendo’s music app underlines its cross-entertainment future

Cover image for Nintendo’s music app underlines its cross-entertainment future

Rhys Elliott

8 Nov 2024

Business Strategy

Nintendo is at the forefront of the cross-entertainment trend. Alongside console games and hardware, Nintendo’s strategy spans theme parks, Hollywood (including the billion-dollar-grossing Super Mario movie), mobile, toys, merch, and even alarm clocks.

min read

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