Reports: Social

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Creators and the creator economy
Defining the undefinable

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Karol Severin, Hanna Kahlert and Ben Woods

January 2025

Creators

Cultural trends

Creator Economy

20 years since the launch of YouTube, the creator economy is not new – but it lacks a single clear definition. Different interest groups who interact with it all have their perspectives, but this lack...

Social platform user behaviour
Q3 2024

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Hanna Kahlert

December 2024

Marketing Strategy

Competition among social platforms is intensifying, with attention largely saturated and new regulations poised to upset the balance of power among incumbents. While growth is left in the overall market,...

Visionary audio
Unlocking the power of video in podcasting

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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...

MIDiA Research 2024-2031 global social forecasts
New frontiers and strong growth ahead

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Hanna Kahlert and Mark Qi

November 2024

YouTube

Facebook

Instagram

More than ever, social platforms are the de facto way that consumers interact not only with entertainment but with the internet itself. As internet access expands in emerging markets and social platforms...

Social is eating entertainment
The future of memes, music, social platforms, and beyond

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Hanna Kahlert

October 2024

Product Strategy

Entertainment is now a key reason consumers engage with social platforms, opening new opportunities for social and raising new challenges for traditional entertainment. Social platforms offer not only...

Analogue revival
A cultural pendulum swing

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Hanna Kahlert

September 2024

Cultural trends

From the dumb phone trend to a vinyl revival, analogue has been back on the rise in the cultural zeitgeist. This could shake up the digital ecosystem and unlock potential opportunities for entertainment...

Social platform user behaviour
Q1 2024

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Hanna Kahlert

July 2024

Marketing Strategy

The social platform marketplace is mature, with user growth stabilising, and the established platforms now fiercely competing for shares of a finite amount of available time. This report analyses the behaviours...

The state of music AI
The consumer opportunity lies in modification, not generation

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Tatiana Cirisano and Hanna Kahlert

June 2024

Consumer behaviour

music industry

music publishing

MIDiA previously predicted that generative artificial intelligence (gen AI) would accelerate music’s “Instagram moment”, where consumers could create and remix music as easily and often as they post...

Death of the town square
Social fragmentation and a decentralised digital future

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Hanna Kahlert

June 2024

Cultural trends

Social platforms have long ‘civilised’ the online world by providing common gathering grounds, but internal disruption and proliferating competition threaten this status quo. While the dominant players...

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

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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...

Virtual influencers
The opportunity for brands and creative agencies

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Ben Woods

March 2024

Business Strategy

Brands and creative agencies can claim a larger slice of the creative economy as adoption of virtual influencer content accelerates. Cheaper to run, with higher productivity rates and more monetisation...

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...

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

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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....

The future revenue roadmap for ‘social’ platforms
Ads, subscriptions, and creator tools

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Hanna Kahlert

December 2023

As social platforms take a prominent role in the businesses of both professional creators and entertainment companies, and user creativity expands, social platforms have an opportunity to diversify their...

Ad responsiveness in the era of content saturation

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Hanna Kahlert

August 2023

The digital entertainment space is more saturated than ever, with content spread and duplicated across dozens of platforms, from social to streaming. Advertising and marketing teams face incredible competition...

Virtual artists and virtual influencers
A new (virtual) reality

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Ashleigh Millar

July 2023

Apple

Music

Instagram

While North America and Europe are on a path towards authenticity (due to an authenticity crisis), with such trends as #definluencing and #dupes loudly and quickly gaining traction, social media users...

Not all social entertainment behaviour is created equal
Audience deep dive

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Hanna Kahlert

July 2023

Spotify

YouTube

xbox

Social is an integral part of entertainment consumption This report presents key data and insights about the advanced overlaps between social behaviour (both on digital platforms and in real life) and...

Fandom and identity
For fans, entertainment goes beyond enjoyment of content

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Hanna Kahlert

June 2023

YouTube

Instagram

Snapchat

Across entertainment, fandom is used to judge, predict, and generate successful commissioning and distribution strategies. Fandom indicates reliable audiences who will spend money on propositions and come...

Web 3.0 is here
Navigating the new culture of digital entertainment

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Hanna Kahlert

May 2023

Spotify

YouTube

Netflix

AI has already hit entertainment at the industry level – and the impacts on audience culture will not be far behind. A variety of AI tools are now readily available on ‘fremium’ tiers at a consumer...

Social platform user snapshot
Q4 2022

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Hanna Kahlert

April 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,...

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