Reports

Cover image for Cross-platform success

Cross-platform success
Using social platforms to build audience and fandom

Hanna Kahlert

25 Nov 2025

Creators merchandise Discovery

The shifting social landscape leaves a lot to unpack, with parallel trends of consolidation and fragmentation. Social platforms are now largely about entertainment first and connecting with friends second. Many major platforms reinforce this dynamic by pushing a few-to-many distribution model.

Cover image for The future of labels

The future of labels
Shifting sands

Mark Mulligan and Tatiana Cirisano

11 Nov 2025

Labels Business Strategy

This report presents MIDiA’s vision for the long-term future of record labels and music companies providing similar services. This follows our Future of streaming report. Because of streaming’s dominant role in most record labels’ revenue mix, some of those dynamics are developed further here from the labels’ perspective.

Cover image for The global appeal of radio

The global appeal of radio
Why audiences are still listening

Laura Fisher

30 Oct 2025

Radio BBC Global

Streaming may dominate headlines, but radio still commands huge daily audiences. Its strength lies in trust, habit, and the shared, live experiences. As investment shifts to on-demand audio, many underestimate radio’s resilience - risking a self-fulfilling prophecy of decline.

Cover image for Shifting headwinds for AI

Shifting headwinds for AI
Transitioning from disruptor to status quo

Hanna Kahlert

23 Oct 2025

Business Strategy

As consumer adoption of AI reaches its peak, it poses opportunities and challenges to key stakeholders across the digital value chain: Discovery, Creation, Ideation, and Administration. This report showcases proprietary MIDiA consumer and music creator...

Cover image for The State of the Video Creator Economy

The State of the Video Creator Economy
The road to one billion creators

Ben Woods and Mark Qi

21 Oct 2025

Creators Content advertising

The video creator economy is entering a new stage of its development. Time spent creating content has plateaued, and key drivers behind the pandemic’s content creation boom are weakening. Growth now depends on AI tools to bring more first-time creators into the funnel and alleviate pain points blocking video creator progression.

Cover image for The future of music streaming

The future of music streaming
Change or be changed

Mark Mulligan and Tatiana Cirisano

13 Oct 2025

Streaming Music streaming Business Strategy

This report presents MIDiA’s vision for the long-term future of music streaming. While there are clearly pressing, near-term priorities, these are sustaining innovations aimed at optimising the existing model. In this report, we shift perspectives to the long view, identifying the challenges of today that must be met in order to secure a vibrant ...

Cover image for The winning formula for Grand Theft Auto VI

The winning formula for Grand Theft Auto VI
Games pricing strategy

Brandon Sutton and Perry Gresham

9 Oct 2025

Willingness to pay Willingness to pay pricing

With anticipation for the long-awaited release of Grand Theft Auto VI (GTA VI) at an all-time high, speculation around various aspects of the game, particularly its price point, has become widespread. Since the game’s announcement, speculation has suggested a base edition price of $100, sparking industry-wide debate about the future of AAA game p...

Cover image for Creators as IP

Creators as IP
A 'personal brand' is an investment opportunity

Hanna Kahlert

3 Oct 2025

Creators investment Global

Success as a creator now exists beyond any single piece of work or any one platform. The creator persona is now the IP. As a result, the creator must be able to transcend and translate between platforms and mediums, building a business strategy across and beyond platforms and viral moments.

Cover image for H1 2025 music metrics

H1 2025 music metrics
Mixed fortunes

Olivia Jones and Mark Mulligan

26 Sep 2025

Labels Streaming live

The first six months of 2025 marked the third successive year of slowing H1 growth rates for the music industry companies tracked by MIDiA. There are big shifts beneath the surface, including a widening gap between label and DSP revenue growth, and Asian labels continuing to diverge from Western major labels in their income mix.

Cover image for All eyes, no ears

All eyes, no ears
Why virality is not building fandom

Mark Mulligan, Hanna Kahlert, Kriss Thakrar, Tatiana Cirisano and Olivia Jones

16 Sep 2025

Free Report

Music discovery Business Strategy

Over the last five years, labels and artists have invested in social media, betting that a steady stream of artist content and influencer campaigns will engineer virality. The theory is simple: virality leads to streams, streams lead to fandom, and fandom leads to long-term, sustainable artist careers.

Cover image for Defining entertainment superfans

Defining entertainment superfans
Characteristics, categories, and commercial impact

Olivia Jones and Laura Fisher

15 Sep 2025

France Australia Spotify

Superfans represent a highly valuable yet consistently underleveraged audience segment for the entertainment industry. What drives this disconnect is the fact that – despite frequent anecdotal use of the term – a standardised, empirical definition remains absent, preventing companies from systematically identifying, nurturing, and monetising th...

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Beyond the screen
How and why gaming merch and collectibles fuel fandom

Brandon Sutton

3 Sep 2025

Marketing Digital Fandom

The physical gaming merchandise and collectibles market is a multibillion-dollar industry that serves as both organic marketing and a way to strengthen community engagement. However, the space has grown increasingly complex due to a surge in fan-made merch, a crowded field of game properties, and economic pressures like the rising cost of living.

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The new Hollywood
Tactics for YouTube’s TV takeover

Ben Woods

26 Aug 2025

Creators Streaming YouTube

YouTube is consolidating its takeover of the living room TV set. What began in the US is now becoming a global phenomenon. With younger audiences increasingly spending more time watching social video on the TV, broadcasters and streaming TV services must find a way to respond.

Cover image for MIDiA Research 2025-2032 global music publishing forecasts

MIDiA Research 2025-2032 global music publishing forecasts
A changing market

Mark Mulligan

18 Aug 2025

Music creators Music creators Music publishing

Throughout the 2020s the music publishing market has outperformed that of the labels, though total revenues remain significantly smaller. The origins of this disparity lie in streaming royalty splits but publishers and CMOs have fought hard to increase their share and to start from a better position with the emerging formats that will shape tomorro...

Cover image for Social as the home of online scenes

Social as the home of online scenes
Going beyond viral moments

Hanna Kahlert

14 Aug 2025

Creators Creators France

In a fragmented digital environment, scenes are becoming important tools for connecting with and mobilising fans. Social platforms can be useful for finding, understanding, and engaging with scenes. However, not all social moments are created equal. This report reveals how social is only part of the bigger picture, and dives deep to show that the c...

Cover image for Streaming strongholds

Streaming strongholds
High-potential markets for global music players

Perry Gresham

11 Aug 2025

ARPU Labels Streaming

While the balance of music streamers continues to tip towards global south markets, their smaller ARPU rates limit their revenues. Meanwhile, periodic price-rises and the advent of supremium will reinforce the contributions from the West. This report highlights streaming strongholds, those markets which, underscored by high music engagement and his...

Cover image for The future of creator apps

The future of creator apps
Fuelling engagement with fandom

Ben Woods

29 Jul 2025

Creators Spotify Artists

The AI boom has unleashed a wave of creator tools, but some are struggling to make the transition from interesting and experimental to compulsive and essential. Fandom offers a solution by tying creation to a consumer’s personal passion, appetite for community engagement and a desire to have a stake in the entertainment they love.

Cover image for Music consumer behaviour Q1 2025

Music consumer behaviour Q1 2025
Mixed signals

Mark Mulligan

17 Jul 2025

Consumer behaviour Streaming France

This report presents MIDiA Research consumer data for music. Data covered includes weekly active users, streaming music behaviour, non-streaming behaviour, fandom activity, and audio consumption. All data is from MIDiA’s Q1 2025 survey, with data for US, UK, Australia, Canada, France, Poland, Spain, Colombia, Japan, n = 9,023.

Cover image for Is in-game advertising the next frontier for PC and console games?

Is in-game advertising the next frontier for PC and console games?

Rhys Elliott

15 Jul 2025

Apple YouTube Netflix

In-game advertising (IGA) in AAA console and PC titles is experiencing a resurgence. Advancements in technology, shifting consumer behaviours, evolving monetisation strategies, and a now-mature games market have reignited interest. With AAA publishers adopting free-to-play models and hybrid monetisation – mirroring mobile gaming’s success – a...

Cover image for Songwriter survey 2025

Songwriter survey 2025
Reinvention

Tatiana Cirisano and Olivia Jones

10 Jul 2025

songwriters songwriters Audience Insight

Songwriters face many of the same issues as artists – and are often doubly impacted by them. The struggle to earn meaningful streaming income is chief among these challenges, yet songwriters do not have the same fallback options, such as merchandise and touring, as artists do.

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