Twitch Reports from MIDiA Research

Lean-through consumption
Communities are key

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Hanna Kahlert

August 2022

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...

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

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 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...

The future of music
The rise of a counterculture industry

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...

Advertising
Marketing in the era of lean through

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...

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

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Karol Severin

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...

Social video
TikTok sets the pace

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,...

Consumers as creators
The artist / audience line is blurring

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:...

From marketing to monetisation
The games video opportunity for games companies

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Karol Severin

February 2022

YouTube

Twitch

facebook gaming

Games-related video consumption is now as big as established TV and video genres. Despite games companies providing the fuel for the games video sector (i.e., games experiences, processed into content...

Music creators
Slicing the funnel

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...

2022 MIDiA predictions
The year of the creator

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar and Tatiana Cirisano

December 2021

creators

Apple

Spotify

In this report MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, brands, marketing, games, and sports in 2022 and beyond....

Games discovery and conversion
Navigating between generations in the 2020s

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Karol Severin

September 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...

Live streamed concert demand
Ready for prime time

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Mark Mulligan, Karol Severin and Kriss Thakrar

May 2021

Spotify

live music

Virtual concerts went from zero to a hundred at an unprecedented rate during the pandemic-shaped 2020, and the momentum carried through to 2021. But if lockdown years are like dog years, then so too the...

In-game spending
Cross-entertainment product strategy

Karol Severin

April 2021

YouTube

multitasking

Twitch

Games revenue growth is about to slow, with in-game spending the sector set to retain most momentum. Simultaneously, other entertainment sectors will actively seek to monetise digital fandom. Future games...

Creator culture
The song becomes the feed

Mark Mulligan and Kriss Thakrar

April 2021

creators

Spotify

The creator tools marketplace is creating a revolution in the culture and business of music. The third decade of the millennium represents the opening of a new chapter for the music business, with the...

Social media reboot
The rise of social 2.0 and the emancipation of the digital native

Hanna Kahlert

April 2021

Innovation

YouTube

Social media is entering a new phase of innovation. Facebook’s trio of applications, alongside Snapchat, Twitter and other incumbents, still have market dominance. However, the rapid growth of TikTok,...

Digital consumption habits
How tomorrow’s audiences will reshape entertainment

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Hanna Kahlert

March 2021

Streaming

discovery

Digital-first access has shaped mainstream consumption, but for digital natives, it has also shaped their core behaviours. Music consumption is now fragmented across artists, becoming a personalised, anytime...

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...

Media consumption
Lockdown’s attention boom

Mark Mulligan

February 2021

Consumer Behaviour

Spotify

2020 was a year like no other. With large swathes of the population confined to their homes for portions of the year, audiences had more time on their hands and more money in their pockets. These conditions...

Reports: Twitch