Audience Insight Reports from MIDiA Research

Splice x MIDiA Sounds of 2025

Kriss Thakrar, Tatiana Cirisano, Samuel Griffin, Mark Qi and Olivia Jones

January 2025

Splice

Foreword Splice is an engine powering producers across the world. With one ofthe largest, most sonically-diverse catalogues of sounds and samples, itprovides the music that makes the music for some of...

Before and after podcasts
Mapping the podcast listener journey

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Rutger Rosenborg

January 2025

US

UK

France

The global importance of video for podcasting extends into the unique market dynamics of the US, UK, France, Mexico, and Japan. Not only does this justify Spotify’s strategic video push, but it also...

What gamers really think about gen AI in games
Apathy, not outrage

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Rhys Elliott

December 2024

Audience Insight

Game development budgets have spiralled out of control, leading game executives to cut costs and streamline their game development processes. It is no secret that generative AI (gen AI) is the tech industry’s...

Global South rising
Streaming audiences in China, Turkey, and South Africa

Tatiana Cirisano

November 2024

Spotify

YouTube

Deezer

It is increasingly clear that the future of the global music streaming business relies heavily on the Global South markets, which include Latin America, Asia Pacific, and the Rest of World. Most subscription...

Visionary audio
Unlocking the power of video in podcasting

Rutger Rosenborg

November 2024

brand partnerships

spotify podcasts

podcast creators

YouTube may be the only viable platform for long-form video podcasts, but that does not mean audio-first podcast platforms should abandon video. Instead, podcast platforms should leverage video both as...

Socioeconomics of podcast listening
Engaging a higher value audience

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Rutger Rosenborg

October 2024

Creators

Subscriptions

Radio

Podcasts alone will struggle to monetise via subscriptions, leaving advertising as podcasts’ key source of revenue for the foreseeable future. However, podcasts do attract high-earning, high-spending...

Music creator survey
Recalibration

Mark Mulligan and Tatiana Cirisano

September 2024

Audience Insight

The music creator economy has been slowly developing but was thrust into the spotlight by a surge of new creators during the Covid lockdowns. As with any bubble, it eventually burst; many creator tools...

From casual listeners to podcast purists
Mapping podcast platform preferences

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Rutger Rosenborg

September 2024

Audience Insight

Consolidation has arrived in audio. As some tech companies turn to a multi-format strategy to keep users engaged, it becomes more difficult for single-format platforms to compete for the same subscriber...

The ‘why’ and ‘what’ behind in-game spending

Karol Severin

August 2024

Audience Insight

As the games industry matures and global games revenue growth slows down, in-game spending will remain one of the industry’s key growth drivers. Historically, in-game spending was mostly associated with...

French music consumer user profile
Unlocking fandom

Tatiana Cirisano

August 2024

Audience Insight

This report presents MIDiA consumer data for key music behaviours of French consumers. Key data and insights in this report: Monthly music streaming behaviours of French consumers Listening habits of French...

High tide raises all ships
Leveraging the cultural tidal wave of Grand Theft Auto VI

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Rhys Elliott

July 2024

Audience Insight

Grand Theft Auto VI ( GTA 6 ), due to be released in autumn 2025, is on track to be one of the biggest entertainment launches of all time. It will capture a significant amount of consumer attention. Marketers...

Audio psychographics
Understanding why people listen

Rutger Rosenborg

July 2024

Audience Insight

With so much content competing for consumers' attention, it is not enough to just give them ways to spend their limited resources (time and money). Audio companies must also give consumers reasons to do...

Entertainment behaviour
The frequency factor

Mark Mulligan

July 2024

Audience Insight

This report presents a holistic view of entertainment behaviour for music, video, games, social, and audio. Traditionally, entertainment services report users in terms of monthly, and occasionally weekly...

Sustainability from chaos
How today’s artists find sustainable success in a turbulent music industry

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Mark Mulligan, Keith Jopling, Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Fernanda Balzaretti and Ula Kalkyte

June 2024

Free Report

Audience Insight

Success in the modern music industry has been transformed by the streaming era. Previous markers and methods, such as national charts and radio plays, have been replaced by streaming playlists and social...

Niche is mainstream
How scenes, niche aggregators, and creators will reshape entertainment

Hanna Kahlert

April 2024

Audience Insight

As niche officially becomes mainstream, the entertainment industry faces a delicate balance. Audiences are losing interest in broad, mainstream propositions, but hyper-personalised niches are inherently...

MIDiA Research Panel Creator Survey
2023

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Kazia Rothwell

March 2024

Audience Insight

Key data and insights included in this report: Analysis of MIDIA Research’s creator panel, including age, gender, and region Type of creative content produced by panel creators Time, money, and, earnings...

Pluto TV Q4 2023 consumer deep dive

Tim Mulligan

March 2024

Audience Insight

This slide deck presents a snapshot of Pluto TV users across video, games, and music. It includes age breakdowns, time spent on video, money spent on video, video, games, music, multimedia subscription...

Paramount+ Q4 2023 consumer deep dive

Tim Mulligan

March 2024

Audience Insight

This slide deck presents a snapshot of Paramount+ users across video, games, and music. It includes age breakdowns, time spent on video, money spent on video, video, games, music, multimedia subscription...

Games subscription user deep dive
More is more

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Karol Severin

February 2024

Audience Insight

Games subscriptions are playing an increasingly important role in the distribution section of the games industry’s value chain. A growing number of developers, therefore, must think through whether to...

Social landscape
Mapping the balance of platforms’ audience, features, and strategy

Hanna Kahlert

February 2024

Audience Insight

This report maps how social platforms are used by consumers, looking at behaviours such as talking to friends, shopping / browsing, and creating content. It further looks at how this differs with age....

Reports: Audience Insight