Reports: Snapchat

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Cover image for Social as the home of online scenes

Social as the home of online scenes
Going beyond viral moments

Hanna Kahlert

14 Aug 2025

Creators Creators France

In a fragmented digital environment, scenes are becoming important tools for connecting with and mobilising fans. Social platforms can be useful for finding, understanding, and engaging with scenes. However, not all social moments are created equal. This report reveals how social is only part of the bigger picture, and dives deep to show that the c...

Cover image for India market focus

India market focus
A fandom and AI-forward online population

Hanna Kahlert

12 Jun 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.

Cover image for Social audiences are fragmenting

Social audiences are fragmenting
Social platform user profile

Hanna Kahlert

15 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.

Cover image for MIDiA’s 2025 predictions

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

Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

5 Dec 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.

Cover image for The state and future of music fandom

The state and future of music fandom
Unleashing fan creativity

Tatiana Cirisano

21 Aug 2023

Spotify YouTube SoundCloud

Streaming is buckling under the weight of new music being released every day, listenership is fragmenting, and artificial intelligence is poised to intensify these challenges. The music industry’s next era of growth lies in monetising fandom, not consumption.

Cover image for Fandom and identity

Fandom and identity
For fans, entertainment goes beyond enjoyment of content

Hanna Kahlert

1 Jun 2023

YouTube Instagram Snapchat

Across entertainment, fandom is used to judge, predict, and generate successful commissioning and distribution strategies. Fandom indicates reliable audiences who will spend money on propositions and come back for more at the next instalment. It shows who will buy merchandise, attend shows and events, or purchase in-game cosmetics.

Cover image for Live sport 2.0

Live sport 2.0
Capturing younger audiences with the creator economy

Ben Woods

1 Jun 2023

YouTube Apple TV Twitch

The funding model for live sports has created fissures between older viewers who can afford to pay a premium for live access and younger audiences who either cannot, or do not want to. While older generations are accustomed to paying for access to content, younger generations grew up in a world with accessible content galore.

Cover image for AI and the future of music

AI and the future of music
The future is already here

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

2 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 of already-existing trends and market shifts: the growth of self-releasing artists, the consumerisation of music-making, and the resulting o...

Cover image for Web 3.0 is here

Web 3.0 is here
Navigating the new culture of digital entertainment

Hanna Kahlert

2 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.

Cover image for Profiling Steam users

Profiling Steam users
A valuable gamer niche

Karol Severin

6 Apr 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...

Cover image for Attention economy

Attention economy
Reasons, not ways, to spend attention

Hanna Kahlert

1 Mar 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.

Cover image for Music’s Instagram moment

Music’s Instagram moment
The social music creation revolution

Tatiana Cirisano

1 Mar 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...

Cover image for Social 2.0

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

Ashleigh Millar

21 Dec 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...

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.

Cover image for Attention inflation

Attention inflation
How multitasking is reshaping the attention economy

Karol Severin and Perry Gresham

31 Aug 2022

Apple Spotify YouTube

Entertainment hours are up, but consumption is becoming diluted and losing focus, and is increasingly in the background of other activities. Audiences want to consume more but have no more time to allocate; increased multitasking is the result. Consequently, attention / focus is split between more propositions.

Cover image for Lean-through consumption

Lean-through consumption
Communities are key

Hanna Kahlert

31 Aug 2022

Spotify YouTube Netflix

Entertainment consumption is increasingly shaped by context, as consumers are driven by attention saturation to overlap behaviours as well as choose between them. Different forms of entertainment are better suited to different contexts, with some lending themselves to more social behaviours than others.

Cover image for Re-creating the creator economy

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

18 Aug 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.

Cover image for The video attention reboot

The video attention reboot
How video is being impacted by the attention recession

Tim Mulligan and Hanna Kahlert

29 Jul 2022

Creators Netflix roku

With the attention recession in full swing following the lockdown boom, video isalready feeling the pinch as evidenced by Netflix’s declining subscriber count.The mainstreaming of subscription video on demand (SVOD) pulled TV into the digital entertainment sphere, placing it at risk of further disruption from the attentionrecession.

Cover image for Music sync market forecast

Music sync market forecast
Production libraries raise the pitch

Kriss Thakrar and Tatiana Cirisano

27 Jul 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.

Cover image for Profiling single-player versus multiplayer gamers

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

Karol Severin

31 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 important alongside single-player modes. Both segments will remain important for games companies to pay attention to in the mid to long-term.

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