Product Strategy | MIDiA Research

Fandom

AI and consumer creation
The superfan factor

Cover image for AI and consumer creation

Mark Mulligan

January 2026

Fandom

Content creation

Recorded music market

This report presents data from two different MIDiA Research consumer surveys to explore consumer behaviours and attitudes in content creation, including their use of AI and its relation to fandom. This report is for anyone and everyone looking to better understand consumer AI usage, from specific creator tools to sophistication levels.

K-pop’s global bifurcation: A genre at a crossroads

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Olivia Jones

22 Dec 2025

Business Strategy

Billboard recently released two new weekly charts tracking Korean music – Billboard Korea Hot 100 and Billboard Korea Global K-Songs . While the Hot 100 ranks songs based on streaming and sales numbers within South Korea, the Global K-Songs chart focuses on global popularity, ranking the top songs...

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Overanalysing our 2025 Spotify Wrapped: what MIDiA’s stats say about the industry

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Tatiana Cirisano

11 Dec 2025

Nothing signifies the holiday season like snowy days, Christmas jingles – and for many of us, Spotify Wrapped. The streaming platform’s annual listenership stats are back, and so is MIDiA’s tradition of over-analysing them.

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Peter Doig’s ‘House of Music’ and the importance of audio as a shared experience

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Laura Fisher

9 Dec 2025

The Sound Service at Peter Doig’s House of Music exhibition at the Serpentine Gallery has been open since early October. While the exhibition itself explores themes of music and collective gathering, it is this live element that fully activates its central premise.

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The AI-social media dilemma: Can TikTok, Meta, and diVine curb low-quality content without hurting creators?

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Ben Woods

3 Dec 2025

Business Strategy

Social platforms are grappling with a difficult balancing act. Generative AI can deliver a revolutionary engagement opportunity by turning even more consumers into creators. However, low-quality AI content also poses a threat to the user experience of social platforms.

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Cross-platform success
Using social platforms to build audience and fandom

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Hanna Kahlert

November 2025

Creators

merchandise

Discovery

The shifting social landscape leaves a lot to unpack, with parallel trends of consolidation and fragmentation. Social platforms are now largely about entertainment first and connecting with friends second. Many major platforms reinforce this dynamic by pushing a few-to-many distribution model.

AI music creators: music’s superfans

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Mark Mulligan

13 Nov 2025

Audience Insight

Not a week seems to go by without some big news in the world of music AI. Hot on the heels of UMG’s Udio deal , GEMA just secured a favourable ruling against OpenAI (via Reuters ). Over the course of the year, however, court rulings have fallen roughly evenly for media companies and AI companies, ...

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New MIDiA report forecasts one billion creators by 2032 as AI reshapes the creative value chain

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Tsion Tadesse

21 Oct 2025

[LONDON – 21 October, 2025] – MIDiA Research, the global authority in music, creator economy and cross entertainment, has just released The State of the Video Creator Economy, a comprehensive new report that reveals that the number of global creators is set to surge by 76% to 1.

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How social’s reach is undermining its culture

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Hanna Kahlert

21 Oct 2025

Cultural trends

Despite all the promise of digital interconnectivity, the internet has become more isolated than ever. The major platforms are now so focused on entertainment-style content that the original concept of a ‘social’ network has become diluted – seeing a post from a friend has now become a rarity.

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Forget catalogue; creators are the new valuable IP

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Hanna Kahlert

16 Oct 2025

Business Strategy

The value of entertainment catalogue and content has shifted over the last decade. Licensing usage and distribution used to underpin the system, but challenges arose as digital consumption became the default.

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The future of music streaming: Change or be changed

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Mark Mulligan

13 Oct 2025

Business Strategy

Music streaming

The music business, entertainment as a whole – even the world – are at turning points. The future may be unknown, but there is always one certainty: things are going to be different. The change that got us here was paradoxically both fast and slow.

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The winning formula for Grand Theft Auto VI: Games pricing strategy

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Brandon Sutton

9 Oct 2025

Product Strategy

A highly anticipated piece of media, Grand Theft Auto VI has garnered widespread attention . However, many details of the game remain a mystery – including the price of the base game. Previous speculation has suggested the game could be priced at $100.

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Gen Z social habits spell trouble for music discovery

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Olivia Jones

23 Sep 2025

Business Strategy

Social media is king among Gen Z and may seem to act as a hotbed for viral hits. However, social media’s impact on music streams and fandom is not as strong as it appears. MIDiA’s new report All eyes, no ears | Why virality is not building fandom highlights where social media is lacking when it ...

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All eyes, no ears: New MIDiA data shows why virality is not building fandom

Cover image for All eyes, no ears: New MIDiA data shows why virality is not building fandom

Tatiana Cirisano

16 Sep 2025

Business Strategy

Over the past five years, social video has crept its way into nearly every aspect of music, from talent scouting to new release marketing. But the buzz around these platforms often obscures a more complicated reality.

min read

New MIDiA Research Data Shows Why Virality Is Not Building Fandom

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Tsion Tadesse

16 Sep 2025

“I hear it enough on social” is a common barrier to streaming music, particularly for 16-24 year-olds LONDON – 16 September, 2025 – MIDiA Research, the global authority in music, creator economy and cross-entertainment insights, today published “All eyes, No ears: Why virality is not build...

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Defining entertainment superfans
Characteristics, categories, and commercial impact

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Olivia Jones and Laura Fisher

September 2025

France

Australia

Spotify

Superfans represent a highly valuable yet consistently underleveraged audience segment for the entertainment industry. What drives this disconnect is the fact that – despite frequent anecdotal use of the term – a standardised, empirical definition remains absent, preventing companies from systematically identifying, nurturing, and monetising th...

Beyond the anecdote: The need for a data-driven superfan definition

Cover image for Beyond the anecdote: The need for a data-driven superfan definition

Laura Fisher

10 Sep 2025

Whether you work in the entertainment industry or not, you have almost certainly used the term superfan . It’s a ubiquitous label we apply to the most ardent audiences. It’s the fans who camp out for new releases, who own every variant of a vinyl, who drive viral moments, and whose identities ar...

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How KPop Demon Hunters cracked the fandom code

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Olivia Jones

4 Sep 2025

KPop Demon Hunters has taken the world by storm. With 266 million all-time views (at time of writing), it is currently Netflix's most-watched film ever . That’s not to mention the success of its soundtrack – four songs from the film are in the Billboard Hot 100 Top 10 , with breakout hit “Gold...

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Beyond the screen
How and why gaming merch and collectibles fuel fandom

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Brandon Sutton

September 2025

Marketing

Digital

Fandom

The physical gaming merchandise and collectibles market is a multibillion-dollar industry that serves as both organic marketing and a way to strengthen community engagement. However, the space has grown increasingly complex due to a surge in fan-made merch, a crowded field of game properties, and economic pressures like the rising cost of living.

MIDiA’s 2025 independent label survey

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Mark Mulligan

28 Aug 2025

Business Strategy

It’s that time of year again, MIDiA’s independent label and distributor survey is now live and waiting for your contributions! Click here to take the survey. The annual survey is an opportunity for the global independent community to have its voice heard – and this year is one of the most impo...

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Showing 1 to 20 of 238 results.