Reports: Facebook

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.

India market focus
A fandom and AI-forward online population

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Hanna Kahlert

June 2025

YouTube

Facebook

Fandom

Online Indian consumers are expected to be early movers. They are high entertainment consumers, AI enthusiasts, and high spenders – especially on fandom. This report explores a population that is an early adopter, format-agnostic, mobile-first audience, with huge growth potential.

AI futures
Culture wars

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Ben Woods, Tatiana Cirisano, Hanna Kahlert, Mark Mulligan and Kriss Thakrar

May 2025

Apple

Spotify

Deezer

AI is transforming culture, entertainment, business, and society at a rate unprecedented in the digital era. Unlike previous tech, AI is evolving at the speed of computing, not the human brain. Delivering as quickly as it promises, AI is breaking the mould.

Social audiences are fragmenting
Social platform user profile

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Hanna Kahlert

May 2025

YouTube

YouTube

Facebook

The social marketplace has been growing – but attention is a finite resource, as is consumer time. As a result, audience attention is fragmenting across many different apps, with the biggest – YouTube, Instagram, Facebook, and TikTok –still dominating.

Social audiences are fragmenting
Social platform user profile

Cover image for Social audiences are fragmenting

Hanna Kahlert

May 2025

YouTube

YouTube

Facebook

The social marketplace has been growing – but attention is a finite resource, as is consumer time. As a result, audience attention is fragmenting across many different apps, with the biggest – YouTube, Instagram, Facebook, and TikTok –still dominating.

Germany media consumption Q4 2024
Growth potential on all fronts

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Mark Mulligan

April 2025

US

UK

France

This report presents MIDiA consumer entertainment data across media, music, audio, and games. Data covered includes streaming music, podcasts, social media, games consoles, and much more. All data is from our Q4 2024 survey, fielded in US, Canada, Brazil,...

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 begin to play out, set against the backdrop of attentionsaturation, content commodification, and increased focus on profit.

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 continue to eat up digital entertainment consumption in developed ones, further growth is inevitable because the market has: The ability to grow u...

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 entertainment consumption. It looks at data from nine markets, featuring segments of social platform users and the audiences of different forms of en...

Web 3.0 is here
Navigating the new culture of digital entertainment

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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 level. Companies may be looking towards what the new world of web 3.

Profiling Steam users
A valuable gamer niche

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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 sample of computer gamers. Rather, Steam’s weekly active users (WAUs) are a specific niche of gamers, characterised by their demographics, ge...

Attention economy
Reasons, not ways, to spend attention

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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. Web 3.0, largely driven by AI, will not change this.

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 (AI). The result could be a new set of music creation and re-creation tools, integrated within social platforms and geared towards casual consumer...

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

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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 are changing, and so too are the attitudes, expectations, and behaviours of their users, with audiences’ appetites for carefully curated, heav...

Social media marketing is becoming its own cultural moment

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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 behaviours, are less tolerant of ads, and want more authenticity in their digital social lives.

Radio audiences
A window of opportunity

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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 be as disruptive for radio companies. With radio audience declines slowing, and even experiencing a modest rebound, a window of opportunity exists f...

Scenes
A new lens for music marketing

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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 personalisation algorithms. Consequently, identity and culture are fragmenting as well.

Re-creating the creator economy

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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 are now a central component of the digital-entertainment economy.

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 content to fitness platforms and virtual spaces in the evolving metaverse.

The future of music
The rise of a counterculture industry

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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 deeper relationships with fans nor to generate meaningful income.

The attention recession
Post-peak behaviour

Cover image for The attention recession

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 growing pains for many entertainment companies.

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Showing 1 to 20 of 134 results.