Karol Severin

Karol is a co-founder and Research Director at MIDiA. With over a decade of experience in consumer research, industry analysis, and consulting, Karol oversees the direction, coverage and quality of all MIDiA’s research output. Prior to co-founding MIDiA, Karol gained experience in TMT market research and consulting, as well as an entertainment industry startup founder. He holds a business management degree from Queen Mary, University of London, with specialisation in strategy, quantitative methods, and entrepreneurship.

MIDiA’s analysts answer questions on their 2025 predictions

Karol Severin

5 Feb 2025

Business Strategy

Music

Games

We are delighted by the overwhelmingly positive response and discussions sparked during our 2025 predictions webinar. We are grateful for all the engaging questions you asked during the session. Though...

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Creators and the creator economy
Defining the undefinable

Karol Severin, Hanna Kahlert and Ben Woods

January 2025

Creators

Cultural trends

Creator economy

20 years since the launch of YouTube, the creator economy is not new – but it lacks a single clear definition. Different interest groups who interact with it all have their perspectives, but this lack...

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MIDiA's 2025 predictions webinar slides
It's social's stage now

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

December 2024

Free Report

Spotify

YouTube

Twitch

MIDiA's expert analysts dive into our 2025 predictions for the music, social, video, audio, and games industries – and explain why we believe "it's social's stage now".

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

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...

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The case for in-game video platforms
Closing the direct-to-consumer gap

Karol Severin

November 2024

Product Strategy

Game publishers have long used third-party video platforms like Twitch and YouTube as a springboard to promote their games. Meanwhile, Twitch and YouTube get advertising and creator-driven revenues in...

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Three key growth opportunities in a stagnant(ish) games market

Karol Severin

25 Sep 2024

Games

Business Strategy

gamescom

​​The global games industry has matured. Growth has slowed and will remain in the low single digits for the remainder of the decade. Inflation and the cost-of-living crisis, combined with a growing...

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The ‘why’ and ‘what’ behind in-game spending

Karol Severin

August 2024

Audience Insight

As the games industry matures and global games revenue growth slows down, in-game spending will remain one of the industry’s key growth drivers. Historically, in-game spending was mostly associated with...

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The case for shorter games

Karol Severin

11 Jul 2024

AA games

Attention economy

Games

Following the post-pandemic slowdown of global games revenue growth, cost-cutting measures are now in full force. However, games continue to grow in scope and length, with budgets often exceeding hundreds...

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Music artists, TV shows, and film are best positioned brand categories for in-game item activations

Karol Severin

28 Jun 2024

in-game monetisation

cross-entertainment

Games

Accounting for 67% of global games software revenue in 2023, in-game spending plays a crucial role in monetising gamers. Over the years, cosmetic in-game spending (which does not grant advantages or progress...

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Playable Post Malone in WWE is a cross-entertainment bullseye

Karol Severin

20 Jun 2024

post malone

WWE

cross-entertainment

Wrestling game WWE 2K24 shared an image of the playable Post Malone character this week. The rapper and producer is joining the playable roster as a part of the game’s upcoming DLC pack. Having curated...

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Gamers
A cross-entertainment summary

Karol Severin

June 2024

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...

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Fortnite
A cross-entertainment oasis?

Case Study

Karol Severin

June 2024

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Gamers' time
Where it is and how to get it

Karol Severin

April 2024

Business Strategy

Product Strategy

With the attention economy saturated, there is next to no incremental entertainment time up for grabs. This comes precisely at a time when more games depend on growing time spent. As games are only the...

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Take-Two acquires Gearbox as cross entertainment synergies ramp up

Karol Severin

28 Mar 2024

take two interactive

gearbox

embracer

We have barely made it to the end of the first calendar quarter of 2024 and MIDiA’s prediction about a $100 million+ acquisition in the games industry has panned out. Take-Two Interactive (Take-Two)...

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Games subscription user deep dive
More is more

Karol Severin

February 2024

Audience Insight

Games subscriptions are playing an increasingly important role in the distribution section of the games industry’s value chain. A growing number of developers, therefore, must think through whether to...

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Quick take: The games industry health check

Karol Severin

27 Feb 2024

games forecast

games revenue

Games industry

In recent weeks and months, a growing number of people have been asking: “What is going on with the games industry?”, “Is the games industry doomed now?”, “Is it done growing?”, “If neither...

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Why the Xbox announcement is an important and strategically smart nod to developers

Karol Severin

16 Feb 2024

Xbox announcement

cross-platform

Games console

Xbox announced on its podcast with Phil Spencer, Sarah Bond and Matt Booty, that it is bringing four of its titles to other consoles. While no specific titles were named, it ruled out Starfield and Indiana...

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The context behind Disney’s investment into Epic Games

Karol Severin

15 Feb 2024

investment

Epic Games

Disney

Disney announced it is investing $1.5 billion into Epic Games. The same announcement talks about a creation of an “ expansive and open games and entertainment universe connected to Fortnite ”. This...

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MIDiA's 2024 predictions webinar
The algorithm is not listening

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Tatiana Cirisano, Perry Gresham, Kazia Rothwell, Ben Woods and Ashleigh Millar

January 2024

Free Report

MIDiA analysts dive into our 2024 predictions, and why we believe the algorithm isn't listening. Watch the webinareither on YouTube or LinkedIn ....

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For years, we said to take games efforts of these companies seriously – now they are serious players

Karol Severin

12 Jan 2024

Netflix

apple arcade

Games

MIDiA has always been bullish about traditionally non-gaming tech companies’ opportunity in games. The first time we wrote about Netflix’s opportunity in games was in 2017. We also wrote about the...

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