Business Strategy

MIDiA launches video creator economy vertical as AI delivers transformative growth

Cover image for MIDiA launches video creator economy vertical as AI delivers transformative growth
Ben Woods
Social video
Video
Business Strategy
Keeping step with AI’s impact on the video creation industry can be a daunting prospect. Ways of working that have existed for decades are being reorientated around generative AI tools. With these changes comes opportunities, risks and plenty of questions: AI is poised to open the gates to more entry-level creators, but to how many? And how will well-established creators – and the wider value chain – adapt to a new tool kit that majors on speed and productivity? Demystifying AI’s impact has been a key focus for MIDiA Research in recent months.
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The state of music AI
The consumer opportunity lies in modification, not generation

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Tatiana Cirisano and Hanna Kahlert
Consumer behaviour
music industry
Music publishing
MIDiA previously predicted that generative artificial intelligence (gen AI) would accelerate music’s “Instagram moment”, where consumers could create and remix music as easily and often as they post photos and videos on social media. However, just because everyone can do these things does not mean everyone will want to.
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TikTok’s music master plan is coming into focus

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Tatiana Cirisano
TikTok
Social media
music consumption
Oh how the tables have turned. Just a few months removed from its very public clash with Universal Music Group over music licences, TikTok is reportedly looking to buy up music rights of its own. Not only would this ease TikTok’s reliance on licences, but it would also presumably allow TikTok to prioritise its owned content in the algorithm, and do what music executives have been tearing their hair out trying to for years: reverse-engineer viral moments.
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Gamers
A cross-entertainment summary

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Karol Severin
Business Strategy
This report presents the key figures, behaviors, and preferences of gamers across entertainment. Graphics in this report show selected gamer segments, compared to relevant consumer segments across entertainment as appropriate. An accompanying Excel file provides country-by-country figures and data for 60+ additional gamer segments, including by games genre fandom, by games title, and by various gamer specific behaviors (e.
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Why video creation tools must go niche to survive AI streamliners like Apple Intelligence

Cover image for Why video creation tools must go niche to survive AI streamliners like Apple Intelligence
Ben Woods
Social video
creator tools
Apple
Amid the flurry of recent generative AI announcements, Apple had been strangely quiet. This changed on Monday (June 11, 2024) when it announced Apple Intelligence at its WWDC24 developer conference. In short, Apple Intelligence is a suite of consumer-focused tools embedded into Apple products to enhance productivity and enable creativity.
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