Reports: music fans

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.

Entertainment fandom
Monetise fandom, not attention

Mark Mulligan

March 2021

music fans

Fandom

Twitch

In the attention economy, entertainment consumption is intertwined and competition straddles formats and genres. The same applies to fandom. Entertainment fans are fans of not just multiple subgenres within...

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Music Product Strategy Re-boot
Time to Monetise Fandom, Not Access

Mark Mulligan

January 2021

Innovation

Spotify

Spotify

As streaming reaches maturity in many of the largest music markets and middle-tier artists struggle to make ends meet with the live music hiatus, the time has come for a music product strategy re-boot...

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Artist Fandom
The Artist Marketing Playbook Needs Rewriting

Mark Mulligan

July 2019

Spotify

Artists

taylor swift

The whole essence of fandom is being turned upside down. An emerging crop of streaming native artists is finding its audience in a much more targeted and efficient way than via traditional music marketing....

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Music Marketing
Niche is the New Mainstream

Mark Mulligan

May 2019

Streaming

Streaming Music

Spotify

Streaming personalisation and falling radio audiences are combining to rewrite the music marketing rulebook, ushering in a whole new marketing paradigm. Hits used to be cultural moments; artist brands...

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On Demand In Demand
Meeting The Needs Of The On Demand Fan

Mark Mulligan

June 2015

Subscriptions

Streaming

US

2014 was undoubtedly streaming’s biggest year yet, growing by 39% and accounting for nearly a third of all digital revenues. But the market is a long distance yet from being in a position where it can...

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