MIDiA Reports

Cover image for The great monetisation reset

The great monetisation reset
New ways to monetise streaming video audiences

Tim Mulligan and Ben Woods

12 Apr 2023

Free Report

Product Strategy

This keynote took place at the beginning of the MIDiA webinar:The great monetisation reset |New ways to monetise streaming video audiences. The full presentation, panel, and Q&A session, can be found on LinkedIn and YouTube ....

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...

US millennial snapshot
A looming generational blind spot

Kriss Thakrar and Tatiana Cirisano

3 Apr 2023

Spotify YouTube Deezer

In the US, 25-34-year-olds are the music industry’s most valuable segment. Yet their relationship with streaming is tenuous. Streaming is not meeting these consumers’ need for a more social, less algorithm-driven experience. What is more, they appear most likely to give their subscriptions up.

Cover image for Social platform user snapshot

Social platform user snapshot
Q4 2022

Hanna Kahlert

3 Apr 2023

Audience Insight Media and Marketing

This slide deck presents a snapshot of different social platform users, including age breakdowns, activity on social platforms, and cross-platform usage. It covers Facebook, YouTube, Twitter, WhatsApp, Pinterest, Instagram, Snapchat, Discord, and TikTok.

Cover image for Podcasts and music streaming

Podcasts and music streaming
Mirrored growth

Annie Langston

3 Apr 2023

Apple Apple iTunes

The economic recession, and related layoffs at major podcasting divisions, have some questioning the future of the format. However, podcasts are following a similar trajectory as music did in its transition to streaming and have reached critical mass — 26% consumer penetration — faster than music streaming subscriptions did.

Cover image for Bridging the creator gap

Bridging the creator gap
Monetising social video’s micro-communities

Samuel Griffin and Ben Woods

3 Apr 2023

Subscriptions YouTube Twitch

The pandemic-induced boom in content creation has saturated social video platforms at a time when creators are battling a downturn in digital advertising revenues. These dual pressures of less exposure and dwindling financial returns have put pressure on mid-tier creators; the community that derives all their creator income from advertising, subscr...

Cover image for Ad-supported video consumer snapshot Q4 2022

Ad-supported video consumer snapshot Q4 2022
US, UK, Australia, Canada, Germany, France, Sweden, South Korea, and Brazil

Tim Mulligan

1 Apr 2023

Audience Insight

This report presents a snapshot of ad-supported video users, including age breakdowns, time spent on video (subscription video on demand (SVOD), ad-supported video on demand (AVOD), and pay-per-view), responsiveness to ads, devices used, and TV genre preferences.

Cover image for The AI entertainment revolution

The AI entertainment revolution
How artificial intelligence will reshape media consumption

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

20 Mar 2023

Innovation Creators YouTube

2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting consumers, creators, and industry leaders alike.

Rebooting video fandom
Games as a video streaming genre

Tim Mulligan, Karol Severin, Perry Gresham, Samuel Griffin and Ben Woods

20 Mar 2023

Apple Apple TV Netflix

With gamers being mainstream, video streaming services and their content offerings can benefit by increasing focus on the preferences of gamers. Crucially, this enables subscription video on demand (SVOD) services to drive engagement, broaden reach and improve retention.

Cover image for Recorded music market 2022

Recorded music market 2022
Reality bites

Mark Mulligan

17 Mar 2023

TuneCore Music streaming Kobalt

Following a spectacular year of growth in 2021, global recorded music revenue growth slowed significantly in 2022, due to the combined impact of global economic headwinds and growth slowdown in mature streaming markets. Context, though, is everything – not many industries can deliver solid growth while the global economy is in turmoil, ad markets...

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.

Digital advertising reception of gamers, Q4 2022

Karol Severin

1 Mar 2023

Audience Insight

This report presents a Q4 2022 snapshot of gamers’ reception to various types of digital advertisements. It covers: Display / banner advertisements Video advertisements Video advertisements in mobile games Audio advertisements Advertisements that are relevant to the consumer Advertisements in services that consumers already pay for Gamer segments...

Podcasts and radio
How radio can play by its own rules

Annie Langston

1 Mar 2023

Spotify live Radio

Radio set the stage for music streaming and podcasts, only to watch them take portions of its audience. However, there is a clear opportunity for radio companies to assert themselves in the podcast market, drawing on decades of programming expertise to retain audiences and find new ones.

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...

TV monetisation
The third way

Tim Mulligan

28 Feb 2023

Comcast asia pacific NBCUniversal

The slowing of subscription growth in developed markets means that streaming services have to look both towards post-subscription and post-advertising models. A focus on retention will maintain downward pressure on subscription price elasticity, compounded by the need to ration advertising loads to minimise churn.

Year of change
Themes that will shape entertainment in 2023

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Ben Woods and Srishti Das

15 Feb 2023

Spotify YouTube Amazon

This report deep dives into the themes identified in MIDiA’s 2023 predictions report. These themes will drive innovation in the digital entertainment landscape in 2023 across music, video, games, audio, cultural trends, and the creator economy. Expect 2023 to be a of period significant disruption and innovation forced upon the digital entertainme...

Tipping point
How in-game spending will eat the games world

Karol Severin

1 Feb 2023

steam Ubisoft FIFA

Though parts of the games industry still stigmatise in-game purchases, the business model is a fundamental part of a successful and sustainable growth formula for games companies. The current macroeconomic climate will only catalyse their importance. Diving into the nuances of in-game spenders’ behaviours and attitudes unlockssignificant growth a...

Watch parties
Rebooting the watercooler moment

Ben Woods

1 Feb 2023

YouTube Amazon Netflix

Group watching television with family and friends is being consigned to a bygone era. Algorithms are forcing entertainment consumers into silos through an endless stream of personally recommended content and the fallout is a relentless battle for audience engagement across a myriad of devices.

Reintroducing scarcity
How entertainment can find value amid the growing digital clutter

Hanna Kahlert

1 Feb 2023

Apple TV Disney Instagram

Games, sports, music, video, audio, and social content all compete not only for consumers’ attention (and money), but also their fandom. However, the oversaturation of content is devaluing entertainment itself, by overly commodifying it. Entertainment businesses and content providers will need to rethink how to generate better value for audiences...

Podcast videos
Format blurring expands podcasts’ future

Annie Langston

1 Feb 2023

Creators Apple Spotify

Podcasts are breaking out of traditional audio and entering the video space, as nearly a quarter of consumers now watch podcast videos monthly. Visual elements for podcasts are becoming a crucial tool to reach new audiences and engage current listeners.