Reports: TikTok

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.

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...

Podcast monetisation and remuneration
Balancing creator and platform needs

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Annie Langston

August 2022

creators

Apple

Spotify

Audio platforms traditionally monetise through advertising and, to a lesser degree, listener subscriptions. However, with the rise of the creator economy and more creators entering the podcast space, platforms...

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...

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

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Tim Mulligan and Hanna Kahlert

July 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...

The rise of the lean-through superfan
Post-Covid trends of UGC creation and entertainment

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Hanna Kahlert

July 2022

Twitch

Instagram

TikTok

The Covid-driven entertainment boom is over, with ‘in real life’ activities taking back ground from the 12% of additional time freed by lockdown measures. The attention crunch is compounded by a cost-of-living...

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...

Audio creators
The new creative frontier

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Annie Langston

July 2022

Apple

Spotify

YouTube

While exclusive content deals with celebrity names signposted the audio strategy of many of the market’s big players, audience platforms are already recognising the growing importance of independent...

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...

Audio audiences
Millennial listeners and the radio transition

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Annie Langston

June 2022

Apple

Spotify

SiriusXM

As audio consumption steadily grows from its post-lockdown spike, it is crucial to identify the core audiences who are maintaining their listenership as the attention recession is affecting entertainment....

Advertising
Marketing in the era of lean through

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Hanna Kahlert

June 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...

The attention recession
Post-peak behaviour

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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...

Music creator survey, Q4 2021
Redefining success

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Tatiana Cirisano

May 2022

creators

Spotify

artist income

As the barriers to music creation continue to lower, more creators enter the field, yet it is becoming harder than ever to earn a living through music, with a finite amount of revenue being split ever...

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

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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

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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...

Audio ad opportunity
Niche targeting unlocks attention

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Annie Langston

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...

Consumers as creators
The artist / audience line is blurring

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Hanna Kahlert

April 2022

Consumer Behaviour

Apple

Netflix

The growing independent artists sector, the rise of user-generated content (UGC), and the proliferation of basic creator tools on social platforms are all interlinked parts of the same cultural trend:...

Music industry earnings 2021
Riding the wave

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Mark Mulligan

April 2022

Streaming Music

Spotify

Pandora

In this report MIDiA presents, contrasts and analyses headline financial metrics of 12 leading music industry companies across labels, publishers, streaming and live. The companies tracked represent more...

Music creators
Slicing the funnel

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

February 2022

YouTube

Soundcloud

tunecore

Streaming enabled the rise of the independent artist and then the rise of the music creator. The promise of the long tail finally appeared to be realised. But the pandemic’s disruption of live music...

Fandom drivers
From fan psychology to NFT demand

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Mark Mulligan, Karol Severin, Srishti Das and Tatiana Cirisano

January 2022

superfan

Spotify

merchandise

Fandom is entertainment’s growth currency, yet it remains both under-valued and poorly understood. While other entertainment currencies can be accurately measured (number of streams, number of sales,...

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Showing 41 to 60 of 109 results.