Samuel Griffin

As MIDiA’s production manager, Sam holds responsibility ensuring the highest quality and design of all public facing assets. He plays a key role in developing the strategic direction of product, consumer journey, and internal processes to ensure MIDiA is at the forefront of entertainment research.

Cover image for Splice x MIDiA Sounds of 2025

Splice x MIDiA Sounds of 2025

Kriss Thakrar, Tatiana Cirisano, Samuel Griffin, Mark Qi and Olivia Jones
Free Report
Splice Audience Insight
Splice is an engine powering producers across the world. With one ofthe largest, most sonically-diverse catalogues of sounds and samples, itprovides the music that makes the music for some of the most popularartists on the planet. Sabrina Carpenter’s hit “Espresso”, produced byJulian Bunetta, is a key recent example, with a sound pack by infl...
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BE THE CHANGE
Gender equity in music

Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Ashleigh Millar, Samuel Griffin and Kazia Rothwell
Free Report
Business Strategy Audience Insight
In many ways, women ruled the music industry in 2023. Women swept the 2024 Grammy Awards, winning all the “big four” categories. Taylor Swift and Beyoncé completed record-breaking tours and, according to the USC Annenberg Inclusion Initiative, the share of women artists on Billboard’s US Hot 100 year-end chart reached a 12-year high of 35%.
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Bridging the creator gap
Monetising social video’s micro-communities

Samuel Griffin and Ben Woods
Subscriptions YouTube Twitch
The pandemic-induced boom in content creation has saturated social video platforms at a time when creators are battling a downturn in digital advertising revenues. These dual pressures of less exposure and dwindling financial returns have put pressure on mid-tier creators; the community that derives all their creator income from advertising, subscr...
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Good Good Golf
Leveraging the commercial power of the creator group

Samuel Griffin and Ben Woods
Video YouTube Product Strategy
The creators behind the YouTube channel Good Good demonstrate how a creator group can become a commercial force in social video. The channel is spearheaded by amateur golf players Tom Broders, Micah Morris, Grant Horvat, Stephen Castaneda, Garrett Clarke, and Matt Scharff, and provides a light-hearted take on the sport through videos documenting of...
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Year of change
Themes that will shape entertainment in 2023

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Ben Woods and Srishti Das
Spotify YouTube Amazon
This report deep dives into the themes identified in MIDiA’s 2023 predictions report. These themes will drive innovation in the digital entertainment landscape in 2023 across music, video, games, audio, cultural trends, and the creator economy. Expect 2023 to be a of period significant disruption and innovation forced upon the digital entertainme...
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2023 MIDiA predictions
Pivot point

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Kazia Rothwell and Ben Woods
Apple YouTube Amazon
In this report, MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, games, marketing, audio and cultural trends in 2023 and beyond. Themes for 2023: Cost-of-living crunch: Entertainment spending will weaken, but some formats will fare better than others Perceived value wil...
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The next challenge for esports
Striking the balance between creators and athletes

Karol Severin and Samuel Griffin
Call of Duty Business Strategy Games industry
Esports organisations are past the initial ‘hype stage’. They are now in a phase where they need to make their business models work commercially. The ongoing adverse macroeconomic climate only exacerbates this. Sustainable long-term growth for esports organisations lies in the wider, gamer-related, entertainment culture – not just in the comp...
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Unlocking the saturation conundrum
Key video trends going into 2023

Tim Mulligan, Hanna Kahlert, Samuel Griffin and Ben Woods
A key challenge confronting the video streaming landscape in the current attention inflation era is maintaining engagement. Up until now, video streaming has been fixated on growth. In a saturated marketplace buffeted by the cost-of-living crisis, the strategic focus has shifted towards retention both of in terms of subscribers for subscription vid...
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