YouTube Reports from MIDiA Research

Music consumer survey Q1 2021
YouTube extends its reach

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Mark Mulligan

July 2021

Deezer

The data in this report is taken from MIDiA’s Q1 2021 consumer survey. The full data from this survey and all the preceding quarterly surveys are available, along with data visualisation tools and dynamic...

Ad strategy in a digital-first environment
Rethinking acceptance, tolerance and effectiveness

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Hanna Kahlert

June 2021

Spotify

YouTube

Soundcloud

Digital-first behaviours and the proliferation of choice have caused underlying changes to how consumers perceive and respond to brands. Brand loyalty has been replaced by content fandom. Frictionless...

Games subscriptions
Early market leaders and consumer profiles emerge

Karol Severin

May 2021

Consumer Behaviour

Apple

YouTube

As games subscriptions grow, understanding gamers through the lens of their subscriptions becomes crucial. Monitoring the growth of games subscription services and the behavioural makeup of segments that...

Spotify Q1 2021 earnings
Shifting headwinds

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Mark Mulligan

May 2021

Spotify

YouTube

Deezer

The first quarter of the year is usually a slow one for Spotify, but Q1 2021 saw a few metrics slowing more than in previous years. There were lots of solid performance metrics in Spotify’s results and...

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...

Sports audiences
The Gen Z opportunity

Alistair Taylor

February 2021

Apple

Spotify

Digital natives are more likely to consume non-live sports than older, traditional sports fans, which presents rights holders and broadcasters with untapped potential for monetisation by harnessing and...

Music and Games Partnership Strategy
Beyond the Comfort Zone

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Karol Severin

January 2021

Apple

Spotify

Music companies are flocking to explore partnerships with games companies. Seeking a foothold in a fast-growing market, music companies are often looking for easy wins that fit traditional licensing models...

Virtual Concerts
A New Video Format

Mark Mulligan

December 2020

Video

YouTube

Amazon

The global pandemic thrust the live music sector into chaos, with global revenues falling by 75% in 2020 compared to one year previously. The music industry was rocked by first-order impacts (no concerts,...

Sports Rights
The Great Reset

Alistair Taylor

December 2020

Spotify

Video

COVID-19 exposed live entertainment as a vulnerable asset class during a global health crisis, rendering services overly reliant on live sports broadcasts as primary churn candidates. A major overhaul...

2021 Predictions
The Year of the Immersive Web

Mark Mulligan, Tim Mulligan, Karol Severin, Alistair Taylor and Hanna Kahlert

November 2020

Spotify

discovery

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 2021 and beyond. Key...

Next-Generation Consoles
PS5 Starts in Pole Position

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Karol Severin

November 2020

YouTube

Amazon

xbox

The winter holiday season has always been important for next-generation console launches, but this one is different. Negative effects of the current recession will intensify, engagement will be less predictable...

Creator Tools
The Music Industry’s New Top of Funnel

Mark Mulligan

November 2020

creators

Apple

Music production has traditionally been, at best, an adjacent industry to the recording business, and at worst simply a cost centre. That is now all changing. COVID-19’s disruption catalysed the already-rapid...

The Case for News in Video D2C Services

Tim Mulligan

October 2020

Apple

Video

Digital disruption of the traditional pay-TV landscape was led by subscription video on demand (SVOD) services using scripted drama to gain consumer adoption, one of pay-TV’s very own four pillars. With...

State of the YouTube Music Economy 3.0 -
End of the Beginning

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Mark Mulligan

October 2020

Spotify

YouTube

This is the third bi-annual report of its kind, providing the most comprehensive view available of the YouTube music economy. It presents data for revenues, royalty payments, streams, subscribers, user...

Music Subscriber Market Shares 4.0
Subscriptions Decouple from Revenue

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Mark Mulligan

September 2020

Subscriptions

Streaming

Music Subscriptions

This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report with quarterly data from Q4 2015 to Q1 2020 and annual label...

Post-Pandemic Programming
Surviving and Thriving in the Recession

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Mark Mulligan, Tim Mulligan, Karol Severin, Alistair Taylor, Keith Jopling and Hanna Kahlert

September 2020

Apple

live

COVID-19 caused dislocation and disruption to the global entertainment business. Now, the recession and the prospect of further pandemic peaks have created an unprecedented outlook for entertainment companies....

Reports: YouTube