Product Strategy | MIDiA Research

Product Strategy

Immersive video fandom
The rise of the centralised interactive fan world

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Ben Woods

November 2023

Product Strategy

Video IP holders could extract more value from superfans by deploying monetisation strategies used by social video platforms and virtual gaming universes. The music industry has already shown how, through interactive fan worlds. These video game experiences allow IP holders to centralise fan engagement to capitalise on digital monetisation techniqu...

Why smart TVs are the new frontline in interactive ads

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Tim Mulligan

21 Nov 2023

Yesterday Roku announced that it is partnering with Unity to serve interactive ads across Roku’s connected TV ecosystem (with 76.8 million accounts as of Q3 2023). This recognises that the traditional big screen of the TV is low hanging fruit for reaching mainstream consumers.

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Can YouTube’s AI chat bot provide an edge in increasing in-app engagement time?

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Ben Woods

9 Nov 2023

In this entertainment age dominated by technology platforms, in-app engagement time has become a key measure of success. The fierce competition for available viewing time is what makes it crucial. For video, unbroken watch time is the north star – albeit a hard one to reach when social video’s p...

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Why ad innovation will be so important for Netflix

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Tim Mulligan

7 Nov 2023

This week, Netflix introduced a download feature into its Basic with Adverts subscription tier, making it the first ad-supported streaming service to offer this in video. This comes off the back of last week’s announcement that there were now 15 million monthly active users (MAUs) on its Basic wit...

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Why artist subscriptions are the perfect partner to two-tier licensing

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Mark Mulligan

2 Nov 2023

With two-tier licensing now a thing , it is time to focus the discussion on how to add new components to the DSP ecosystem that will help long-tail artists continue to thrive in this brave new world. There are many positives that two-tier licensing will bring (helping mid-tier artist remuneration, a...

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Spotify versus Apple Podcasts: The podcast analytics race has begun

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Annie Langston

18 Oct 2023

First announced at Podcast Movement in August 2023, Spotify is now rolling out new features and analytics tools to aid podcast discovery. While Apple Podcast’s recent updates target a specific type of creator — creators with subscriptions (and therefore, established audiences) — Spotify is cas...

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How Kwebbelkop AI is pushing the frontiers of generative-AI content creation on YouTube

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Ben Woods

16 Oct 2023

The incoming wave of generative-AI content has the potential to dominate social video platforms and reshape the creator economy. As a support act, AI can help content creators improve their production values and reduce time spent creating.

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Tech’s failure to crack live audio could be radio’s opportunity

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Annie Langston

9 Oct 2023

Another live audio app bites the dust. A year after its launch, Amazon Amp is shutting down, being buried alongside Spotify Live and Clubhouse (at least in its original form). While Amp recruited major celebrities, like Nicki Minaj and Pusha T, to host shows, it was not immune to industry-wide layof...

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Generative AI
The double-edged sword for social video platforms and content creators

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Ben Woods

October 2023

Product Strategy

A significant audience now exists on social video platforms for generative-AI content. However, the speed and scale at which generative AI could produce creator content could destabilise the creator economy. If left unchecked, generative AI could tip the balance towards more inauthentic than authentic human content on social video platforms: a big ...

How AI can empower creators by cutting through content saturation

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Ben Woods

5 Oct 2023

When YouTube’s chief executive Neal Mohan recently revealed a suite of AI tools to support creators, he aimed to drastically reduce the time it takes to produce content. Among those innovations were AI-driven topic suggestions for videos; AI generated photo and video backgrounds for short-form con...

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Goodbye Google Podcasts: What’s next for YouTube Music?

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Annie Langston

5 Oct 2023

YouTube’s podcast bet just got bigger. Last week, Google announced that its standalone podcast app, Google Podcasts, will shut down in 2024. Since YouTube’s official podcast launch , this strategy was expected , as Google Podcasts began rolling back some of its podcast features while YouTube Mus...

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Why YouTube should disrupt streaming TV’s love affair with TikTok

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Ben Woods

28 Sep 2023

It has become a tried and tested tactic for streaming TV services: Take the exclusive show you want to promote, drop the first episode on social media for free, and hope it motivates audiences enough to buy a subscription to your service.

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How the creator allegations against Kast Media expose an outdated podcast metric

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Annie Langston

28 Sep 2023

Podcast creator deals are due for a major wake up call. Podcast advertising is a cornerstone of the industry, as it largely funds minimum guarantees for creators. Minimum guarantees are a set amount of money that creators earn, regardless of their show’s performance.

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Why Netflix should become a channel distributor for its streaming rivals

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Ben Woods

21 Sep 2023

Long-running legal drama Suits has become a bittersweet tale for NBCUniversal. The show that gave Meghan Markle her pre-royalty taste of stardom was already considered a commercial success after its final episode aired on September 25, 2019.

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Spotify’s ‘daylist’ is coming for radio… but radio still has some aces to play

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Annie Langston

20 Sep 2023

As streaming platforms evolve, radio audiences are steadily declining. Although podcasts and streaming have seemingly replaced radio, there are key differences between the formats. For instance, radio’s ability to program content throughout the day has always been a major pillar that stands out ag...

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How Clubhouse missed its Twitter, erm X, Spaces opportunity

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Annie Langston

13 Sep 2023

The gone and (almost) forgotten live audio app Clubhouse is trying for a revival. Clubhouse kicked off during the Covid-19 lockdowns, closing 2021 with a $4 billion valuation and inspiring major platforms, like Twitter, Spotify and Facebook, to start their own live audio-centric features.

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BlackPink, superfans and the video game threat to social video and streaming TV

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Ben Woods

1 Sep 2023

Being an entertainment fan in the modern era can be a disjointed experience. Take Star Wars . A fan of the long-standing sci-fi franchise must invest significant amounts of time and money across multiple entertainment platforms if they are to truly indulge in their fandom.

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How Apple Podcasts is helping spur a new era of podcast analytics

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Annie Langston

30 Aug 2023

Podcast analytics have been more or less untouched since the format’s inception. The podcast investment boom was more about major platforms catching up with competitors by integrating traditional analytics, rather than innovating the availability of data itself.

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Superfans may not be super enough

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Mark Mulligan

4 Aug 2023

monetizing fandom

There has been a lot of talk recently of music superfans and how they may be the shining light of the industry’s future. Little surprise, given how record labels are trying to establish superfans as the next growth driver for an investor community that is growing increasingly concerned about slowi...

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Snap’s attempt to be the real creator-focused MVP

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Ashleigh Millar

4 Aug 2023

On August 1st, 2023, Snap announced its Lens Creator Rewards program that will see to rewarding the creators / creator teams behind top-performing Lenses on Snapchat. This is yet another push in favour of creators from social networks hoping to encourage them to stay on their platform, instead of st...

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