Reports: AI

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

State of the music creator economy
AI’s growing reach

Mark Mulligan and Tatiana Cirisano

January 2025

Innovation

creators

revenue

Still recovering from post-pandemic aftershocks, the music creator economy now faces unprecedented disruption from generative AI. More people are creating than ever before (both as creators and consumers)...

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Before and after podcasts
Mapping the podcast listener journey

Rutger Rosenborg

January 2025

US

UK

France

The global importance of video for podcasting extends into the unique market dynamics of the US, UK, France, Mexico, and Japan. Not only does this justify Spotify’s strategic video push, but it also...

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Virtual artists and virtual influencers
A new (virtual) reality

Ashleigh Millar

July 2023

Apple

Music

Instagram

While North America and Europe are on a path towards authenticity (due to an authenticity crisis), with such trends as #definluencing and #dupes loudly and quickly gaining traction, social media users...

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AI and the future of music
The future is already here

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

May 2023

Spotify

Soundcloud

Netflix

Unlike most new technology hype cycles, the impact that artificial intelligence (AI) has on the world is already surpassing expectations. Within the music industry, AI will largely be an enabler and accelerant...

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Web 3.0 is here
Navigating the new culture of digital entertainment

Hanna Kahlert

May 2023

Spotify

YouTube

Netflix

AI has already hit entertainment at the industry level – and the impacts on audience culture will not be far behind. A variety of AI tools are now readily available on ‘fremium’ tiers at a consumer...

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The AI entertainment revolution
How artificial intelligence will reshape media consumption

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

March 2023

Innovation

YouTube

google

2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting...

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Reintroducing scarcity
How entertainment can find value amid the growing digital clutter

Hanna Kahlert

February 2023

Apple TV

Disney

Instagram

Games, sports, music, video, audio, and social content all compete not only for consumers’ attention (and money), but also their fandom. However, the oversaturation of content is devaluing entertainment...

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Creator culture
The song becomes the feed

Mark Mulligan and Kriss Thakrar

April 2021

creators

Spotify

Spotify

The creator tools marketplace is creating a revolution in the culture and business of music. The third decade of the millennium represents the opening of a new chapter for the music business, with the...

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