Facebook Reports from MIDiA Research

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

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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...

MIDiA Research 2024-2031 global social forecasts
New frontiers and strong growth ahead

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Hanna Kahlert and Mark Qi

November 2024

YouTube

Facebook

Instagram

More than ever, social platforms are the de facto way that consumers interact not only with entertainment but with the internet itself. As internet access expands in emerging markets and social platforms...

Not all social entertainment behaviour is created equal
Audience deep dive

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Hanna Kahlert

July 2023

Spotify

YouTube

xbox

Social is an integral part of entertainment consumption This report presents key data and insights about the advanced overlaps between social behaviour (both on digital platforms and in real life) and...

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...

Profiling Steam users
A valuable gamer niche

Karol Severin

April 2023

YouTube

Amazon

Netflix

For two decades now, Steam has been one of the go-to digital game distributors, particularly for computer gamers and developers. Yet, its weekly active audience does not quite reflect a fully representative...

Attention economy
Reasons, not ways, to spend attention

Hanna Kahlert

March 2023

Spotify

YouTube

Netflix

Audiences are consuming in different ways, on different platforms, and at different times – from lean-back passive viewing, to lean-forward on-demand, lean-in social engagement, and lean-through creation....

Music’s Instagram moment
The social music creation revolution

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Tatiana Cirisano

March 2023

Consumer Behaviour

Apple

Spotify

Social media has steadily integrated music, and music creation tools have steadily become more social. These trends are converging, accelerated by shifts in consumer behaviour and artificial intelligence...

Social 2.0
Social media’s survival of the fittest, and how marketers fit in

Ashleigh Millar

December 2022

YouTube

Netflix

Facebook

The history of social media has long been defined by continual evolution and iteration, but now shifts across the value chain are becoming more substantive, heralding a new era. Social platforms themselves...

Social media marketing is becoming its own cultural moment

Hanna Kahlert and Ashleigh Millar

October 2022

Spotify

YouTube

Facebook

Audiences are changing the ways they interact with entertainment, as well as how they respond to advertising and marketing designed to promote it. Audiences are increasingly creative and engage in lean-through...

Radio audiences
A window of opportunity

Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

September 2022

Streaming Music

Spotify

Radio

Streaming claimed radio’s younger, music-focused audiences while podcasts are now beginning to do the same for older, spoken-word audiences. However, it is not yet determined that the impact needs to...

Scenes
A new lens for music marketing

Mark Mulligan and Tatiana Cirisano

August 2022

Spotify

YouTube

Facebook

Entertainment consumption and fandom are fragmenting in the internet era as a result of the steady erosion of linear audiences, the rise of asynchronous consumption, and the increased sophistication of...

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...

Music sync market forecast
Production libraries raise the pitch

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Kriss Thakrar and Tatiana Cirisano

July 2022

YouTube

Soundcloud

Netflix

Amid fragmenting fandom and the attention recession, sync is more important than ever as a tool for both revenue generation and marketing. There are also dozens of emerging use cases for sync, from creator...

The future of music
The rise of a counterculture industry

Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

June 2022

Consumer Behaviour

Spotify

Music creators

Music streaming and the attention recession have turned music into a background activity. Artists en masse are struggling to cut through the noise, realising that streaming is neither a place to build...

The attention recession
Post-peak behaviour

Mark Mulligan

June 2022

Spotify

YouTube

Netflix

The global pandemic created a temporary boost to the attention economy, with all forms of entertainment benefiting. As life began to return to normal, this newfound time quickly started to erode, causing...

Metaverse
Future scenarios for smart TVs

Tim Mulligan

May 2022

Video

Amazon

Facebook

Metaverse smart TV opportunities are currently nascent as clarity about the overall growth of the metaverse concept is still emergent. From a smart TV OEM perspective, a focus on future-proofing features...

Profiling single-player versus multiplayer gamers
A generational changing of the guard

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Karol Severin

May 2022

xbox

Facebook

twitter

Though single player remains the preferred games genre for now, multiplayer modes are catching up, particularly among younger gamer segments. As audiences age, multiplayer modes will become increasingly...

Social media user snapshot
Q1 2022

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Hanna Kahlert

May 2022

YouTube

Facebook

twitter

This report presents country-level snapshots into the social media usage, engagement habits, and ad tolerances of different social app users. It covers Facebook, Instagram, Twitter, Snapchat, YouTube,...

Social video
TikTok sets the pace

Richard Broadhurst

May 2022

Video

YouTube

digital natives

Social video is optimising lean-through engagement for digital natives, with simple editing features, filters, and music. Value for younger digital natives (those aged 16-19-years-old) lies in co-creation,...

Esports viewers update
A valuable segment with a (solvable) growth problem

Richard Broadhurst

May 2022

Vevo

Facebook

twitter

Esports currently struggle to attract consumers beyond esports enthusiasts and players of esport-centric titles. Despite growth problems, the esports viewer segment remains valuable. These consumers have...

Reports: Facebook