Tim is MIDiA's research director and senior video analyst. His research focus is streaming TV, and the intersection between established and emerging monetisation and engagement models for consuming TV and film. Underpinning this is a focus upon the business strategy and financial environment around which video services compete. Supporting this supply side coverage is a detailed overview of the consumer dynamics driving engagement from fandom to subscription challenges and video ad responsiveness.

Hybrid shock
How ads will change SVOD

Tim Mulligan

August 2022

Video

Amazon

Apple TV

The combined effects of market saturation for subscription video on demand (SVOD) alongside a growing cost-of-living crisis are forcing pureplay SVOD services to modify their ad-free propositions. Disney-owned...

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Hulu and the case for hybrid ad-supported SVOD

Case Study

Tim Mulligan

August 2022

Video

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Why retention is revolutionary

Tim Mulligan

31 Aug 2022

Online video

retention

d2c strategy

MIDiA Research identified last week, following yet another big streaming release, that one of the key challenges confronting the streaming video landscape in the streaming TV era is maintaining engagement....

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How House of the Dragon is feeding into streaming‘s new reality

Tim Mulligan

24 Aug 2022

House of the Dragon

Warner Bros. Discovery

game of thrones

This Sunday saw the premiere of House of the Dragon , HBO’s latest instalment of the Game of Thrones story world. Set as a prequel to the global hit fantasy series, House of the Dragon is positioned...

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Re-creating the creator economy

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst

August 2022

Apple

Spotify

YouTube

Streaming first democratised the means of consumption, then distribution, and now production. Though the promise of the long tail may not have materialised quite as expected, long-tail and mid-tail creators...

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Disney’s latest results means the media major is now at an inflection point

Tim Mulligan

16 Aug 2022

Hybrid SVOD

Ad-support Subscriptions

SVOD

Last week’s Q3 22 (calendar Q2 22) earnings represented a high point in Disney’s transition to streaming juggernaut. With its number of global direct-to-consumer (D2C) subscribers now higher than Netflix,...

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Netflix versus AMC – a tale of two fandoms

Tim Mulligan

11 Aug 2022

Bridgerton

lean through

lean in

The last two weeks have witnessed two contrasting approaches toward the increasingly fragmented world of show fandom. First of all, it was revealed that Netflix has taken legal action against Abigail Barlow...

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The video attention reboot
How video is being impacted by the attention recession

Tim Mulligan and Hanna Kahlert

July 2022

creators

Netflix

roku

With the attention recession in full swing following the lockdown boom, video isalready feeling the pinch as evidenced by Netflix’s declining subscriber count.The mainstreaming of subscription video...

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Stranger Things, Queen’s Gambit, and Bridgerton
Finding the balance of creation and consumption

Case Study

Tim Mulligan and Hanna Kahlert

July 2022

Netflix

content strategy

user generated content

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Music IP as video content
Why music fandom is strategically important for D2C

Tim Mulligan

July 2022

Spotify

Video

Vevo

Music rightsholders are keen to leverage artist IP in an increasingly competitive direct-to-consumer video landscape, where appealing to silver streamers is a strategic play to minimise churn in an era...

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Why film has the creative full stop advantage

Tim Mulligan

27 Jul 2022

Film

Movies

Hollywood

As the summer holidays begin, and Netflix starts feverishly planning for its strategic pivot into advertising, the impact of the unfolding attention recession will start being felt in video streaming....

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Netflix loses but does streaming gain?

Tim Mulligan

21 Jul 2022

Netflix churn

Netflix password sharing

Netflix Q2 2022

Netflix’s annus horribilis continued this Tuesday during its Q2 2022 result s as the company continued its 2022 subscriber loss with a further one million global subscriber loses. This comes on the back...

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Why Netflix is partnering with Microsoft for video ad dominance

Tim Mulligan

14 Jul 2022

advertising

SVODd advertising

Netflix

Yesterday Netflix announced that it was partnering with Microsoft as its global advertising technology and sales partner to help it deliver upon its plan (announced in April) to build a new lower priced...

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Why Top Gun: Maverick defines peak film in the streaming era

Tim Mulligan

12 Jul 2022

Paramount

Top Gun

The film industry could be forgiven for thinking that the COVID induced disruption of the previous two years could be written off as an aberration in the long-term dominance of the live theatrical view...

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The ad risk for Netflix

Tim Mulligan

5 Jul 2022

SVOD

AVOD

Netflix

At Netflix’s inaugural appearance at the Cannes Lions Festival two weeks ago, it was confirmed that it was indeed launching an ad-supported tier to its 221 million strong subscription video on demand...

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The streaming retention revolution
Content is king, distribution is queen, but retention is revolutionary

Tim Mulligan

June 2022

Video

smart tvs

SVOD

With video streaming transitioning into mainstream TV consumption, we have moved into the era of streaming TV. As a result, the early focus on gaining subscribers is making way for the rising challenge...

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Why ads are Netflix’s podcast moment

Tim Mulligan

28 Jun 2022

Netflix

Netflix 3.0

Ted Sarandos

In the interim between Netflix’s worse than expected Q1 22 results and its looming Q2 22 results, Netflix is now rapidly moving forwards with an ad-supported tier for its previous ad-free subscription...

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Why Paramount+ is landing in the UK at an inflection point for video streaming

Tim Mulligan

21 Jun 2022

SVOD

Video

Tomorrow Paramount+ will launch in the UK, a market of key importance in the direct-to-consumer (D2C) landscape due to its size, high discretion income, and high levels of TV and video consumption. As...

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Why (and how) Apple has now fundamentally disrupted sports

Tim Mulligan

16 Jun 2022

Apple

AppleTV+

MLS

On Tuesday June 14th, Apple announced that it had secured the exclusive 10-year rights to broadcast the fastest growing football league in the world; the MLS. From 2023 through to 2032, live broadcast...

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What Roku brings to an under-pressure Netflix

Tim Mulligan

15 Jun 2022

Netflix

roku

Video

Rumours are swirling in the streaming world that under-fire Netflix could be about to acquire Roku. For the world’s leading streaming video on demand (SVOD) service to even consider acquiring a leading...

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