Reports: Marketing Strategy

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.

Cover image for Leveraging anime

Leveraging anime
A nuanced scene not a genre

Ben Woods

30 Apr 2025

Netflix Content Entertainment

Engaging younger audiences remains the entertainment industry’s biggest challenge. However, Japanese anime is achieving this by growing penetration with each new generation of consumers. Key to this success is its ability to dovetail with the fragmented nature of modern entertainment consumption to reach consumers in their scenes.

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Social platform user behaviour
Q3 2024

Hanna Kahlert

19 Dec 2024

Marketing Strategy

Competition among social platforms is intensifying, with attention largely saturated and new regulations poised to upset the balance of power among incumbents. While growth is left in the overall market, it will largely be driven by YouTube and a cohort of smaller disruptor platforms – with fragmentation happening as these disruptors begin to eat...

Cover image for Social platform user behaviour

Social platform user behaviour
Q1 2024

Hanna Kahlert

16 Jul 2024

Marketing Strategy

The social platform marketplace is mature, with user growth stabilising, and the established platforms now fiercely competing for shares of a finite amount of available time. This report analyses the behaviours of the audiences engaging with social platforms; including daily active use market shares, monetisation aptitude, social video time spent, ...

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Virtual artists and virtual influencers
A new (virtual) reality

Ashleigh Millar

24 Jul 2023

Apple Instagram AI

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 in Asia Pacific (APAC) have a growing focus on artificial “virtual” influencers (VI’s).

Cover image for Kill the campaign

Kill the campaign
Music marketing needs branding, not direct response

Mark Mulligan and Tatiana Cirisano

1 Feb 2023

Streaming Spotify Marketing

The debate over a new streaming royalties regime is capturing attention, but economics will not fix the underlying paradigm shifts that are the true cause for streaming’s problems: there is not enough money to go around for the ballooning amount of music on streaming services, and passive consumption is the new norm.

Cover image for MIDiA Research video subscription forecasts 2023-2030

MIDiA Research video subscription forecasts 2023-2030
APAC to the fore

Mark Mulligan, Tim Mulligan, Perry Gresham and Ben Woods

15 Jan 2023

Online video SVOD Marketing Strategy

This report presents the key figures, trends, and drivers of MIDiA’s video streaming subscription forecast model. The revenue figures presented in this report are in billions of US dollars unless otherwise stated. An Excel file posted alongside this report provides complete region and country-level data, as well as a detailed methodology statemen...

Cover image for Music discovery snapshot Q3 2022

Music discovery snapshot Q3 2022
Fandom under threat

Kriss Thakrar and Tatiana Cirisano

4 Jan 2023

Spotify YouTube YouTube Music

Despite the hyper-saturated music landscape, music discovery is generally not a problem for most consumers. Gen Z and millennials have similar music discovery habits, but gen Z struggle slightly more with discovery and are more influenced by TikTok, while millennials are perhaps the last generation to see radio as a main source of music discovery.

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Esports bundle
Available for a limited time

Karol Severin and Samuel Griffin

12 Dec 2022

Games esports Sports

This bundle contains three of our most recent esports reports, providing you with a wide selection of insights and content from our analysts. Take this opportunity to get some of our most recent data at a discounted price. Esports viewers update. A valuable segment with a (solvable) growth problem Esports currently struggle to attract consumers bey...

Cover image for A field of all levels

A field of all levels
Strategizing music’s attention economy

Tatiana Cirisano

29 Nov 2022

Consumer behaviour Music creators Record labels

Over roughly the past decade, each stage in the evolution of the attention economy accelerated the pace of fragmentation and oversaturation in music, unearthing new challenges for each micro-generation of artists. With all these generations now competing in the same playing field, artist strategy depends strongly on the era in which they rose to pr...

Cover image for Social media marketing is becoming its own cultural moment

Social media marketing is becoming its own cultural moment

Hanna Kahlert and Ashleigh Millar

31 Oct 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.

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Scenes
A new lens for music marketing

Mark Mulligan and Tatiana Cirisano

30 Aug 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.

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Advertising
Marketing in the era of lean through

Hanna Kahlert

29 Jun 2022

Xbox Twitter Twitch

Audiences have shifted, first towards the on-demand content delivery model, and now increasingly towards lean-in and lean-through engagement behaviours as a native part of consumption. Advertising strategy and marketing tactics have also had to adapt accordingly.

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Audio ad opportunity
Niche targeting unlocks attention

Annie Langston

4 May 2022

Apple Spotify YouTube

Podcast advertising is one of the key income sources for both audio platforms and creators alike. Ad agencies and platforms must go ever deeper with targeting capabilities by learning more about the other entertainment habits of audio consumers. Social...

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Recorded music market 2021
Red letter year

Mark Mulligan

17 Mar 2022

Streaming Music Recorded music Independent labels

MIDiA suggested in 2020 that 2021 was going to be a strong year for the recorded music market. Indeed, 2021 turned out to be the fastest-growing year in living memory, with growth across most formats – compared to in 2020, when streaming was the only growth segment.

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Games companies’ video opportunity
From marketing to monetisation

Karol Severin

16 Mar 2022

Free Report

Streaming Gaming Games

MIDiAs head games analyst, Karol Severin, discusses a key games video opportunity for games companies and games video creators alike, alongside two panellists - CEO of Wormhole Labs and a Twitch content creator. Find the full webinar here Let us know your thoughts on this groundbreaking opportunity via email: info@midiaresearch.

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Cultural trends of 2022
A year of inflection points

Hanna Kahlert

28 Feb 2022

Marketing Strategy

Digital-first life is now a bygone fact, from remote working to streaming as the default mode of entertainment consumption. Social media has evolved from its role as a personalised update feed, to a world of its own – encompassing basic creator tools from recording, to editing, to self-promotion.

Cover image for Games worlds

Games worlds
Assessing audience reach, value and relevance

Karol Severin

25 Nov 2021

Apple GTA Call of Duty

As more online games worlds enter the market, brands and marketers need to focus more on monitoring the nuances of each games world community to identify the most effective partnership opportunities. The key factors to pay attention to are reach, audience value, and relevance.

Cover image for Games discovery and conversion

Games discovery and conversion
Navigating between generations in the 2020s

Karol Severin

30 Sep 2021

Spotify YouTube digital natives

The 2020s population is split between digital natives and older digital migrants, which shapes how consumers discover and convert to new games. Younger consumers are more likely to discover via channels and formats pioneered by digital natives, such as creator coverage and social media feeds.

Cover image for Music creator tools forecast

Music creator tools forecast
Moving towards a hybrid future

Mark Mulligan

24 Sep 2021

Creators Apple Spotify

Once upon a time, music software and hardware were distinct market segments, but now they are increasingly fusing into a network of hybrid creator tools ecosystems. Standalone hardware still has a vibrant future, but the real momentum lies with software, sounds, services and the hardware that supports them.

Cover image for Gamers & entertainment merchandise

Gamers & entertainment merchandise

Karol Severin

31 Aug 2021

Gaming Games mobile games

As the digital entertainment worlds grow alongside the traditional IRL entertainment world, the next step in the evolution of the entertainment industry will be to bridge the IRL & digital entertainment spheres together, as and where appropriate. One such opportunity is to build bridges between physical and digital merchandise buying.

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