Hanna is MIDiA’s cultural trends analyst, contributing across critical developments, media & marketing, and beyond. Her key areas of interest are cross-entertainment audience behaviour, the creator economy, and social platforms.

Social media user snapshot
Q1 2022

Report by Hanna Kahlert

30 May 2022

£5,000.00 excl. VAT

YouTube

Facebook

twitter

This report presents country-level snapshots into the social media usage, engagement habits, and ad tolerances of different social app users. It covers Facebook, Instagram, Twitter, Snapchat, YouTube,...

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The Attention Recession
How inflation and the pandemic are reshaping entertainment

Report by Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano and Annie Langston

27 May 2022

Free Report

Video

Music

Games

With the recent announcement of the 0.2 million subscriber drop in Netflix’s Q1 2022 figures, and Spotify seeing slower paid user growth, MIDiA’s predicted attention recession has come into fruition....

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Elon Musk’s Twitter ‘takeover’ is what happens when the market gets meme-ified

Blog post by Hanna Kahlert

18 May 2022

Media and Marketing

Business Strategy

The past few weeks have been a rough ride for Twitter, since Elon Musk’s “best and final offer” of $44 billion, with users leaving the platform, and the loss of several higher executives. Now Musk...

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The creator economy goes beyond UGC

Blog post by Hanna Kahlert

11 May 2022

Media and Marketing

Audience Insight

Cultural Trends

We are seeing much in the way of changes when it comes to entertainment, as the Covid boom meets the competitive constraints of a return to ‘normal’ activities . Too many services now struggle to win...

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YouTube
Bridging consumption and creation

Case Study

Case Study by Hanna Kahlert

9 May 2022

Read the case study …

Women In Music 2022
Deutsch, Español, Français, Italiano, Nederlands, Português

Report by Hanna Kahlert, Srishti Das and Tatiana Cirisano

5 May 2022

Free Report

Music

BE THE CHANGE – Women In Music 2022. The report and executive summary are here available to download in French, and the executive summary is further available to download in German, Dutch, Spanish, Portuguese,...

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The ‘Women In Music 2022’ report is about more than just music

Blog post by Hanna Kahlert

5 May 2022

Media and Marketing

Product Strategy

MIDiA, in conjunction with TuneCore and Believe, has just published its second annual “BE THE CHANGE – Women In Music” report, available for free download here . We have discussed some key findings...

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BE THE CHANGE – Women In Music 2022

Report by Hanna Kahlert, Srishti Das and Tatiana Cirisano

4 May 2022

Free Report

Music

The last two years of pandemic-driven disruption in the music industry may just have created a window of opportunity for real change in the fight for gender equality. The next generation of women music...

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Consumers as creators
The artist / audience line is blurring

Report by Hanna Kahlert

30 Apr 2022

£3,000.00 excl. VAT

Consumer Behaviour

Apple

Netflix

The growing independent artists sector, the rise of user-generated content (UGC), and the proliferation of basic creator tools on social platforms are all interlinked parts of the same cultural trend:...

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The Covid entertainment boom is over

Blog post by Hanna Kahlert

27 Apr 2022

entertainment

covid

boom

Two years of pandemic-driven lockdown restrictions turned out to be a golden era for digital entertainment. With 12% of extra available free time allocated to various entertainment propositions, and additional...

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Why Musk’s Twitter takeover will not be the last attempt at a social platform acquisition

Blog post by Hanna Kahlert

21 Apr 2022

twitter

social

platform

Elon Musk is not one to shy away from making waves with strategic curveballs – and his latest moves to acquire Twitter are no exception. Less than a month after attaining the second largest shareholding...

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Meta’s 2024 vision for AR glasses demonstrates the tech barrier to the metaverse

Blog post by Hanna Kahlert

13 Apr 2022

Meta

metaverse

google glass

Mark Zuckerberg is pushing for an ‘iPhone moment’ with his company’s Project Nazare, announcing AR glasses due to come in 2024, with hints at upgrades already in the works for 2026 and 2028. Not...

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Why entertainment could reach new levels of fragmentation in 2022

Blog post by Hanna Kahlert

6 Apr 2022

d2c

Media

social

Since the direct-to-consumer (D2C) ‘big bang moment’ of video in 2019, entertainment propositions have been multiplying rapidly across all entertainment genres. This is about to become critical as...

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From Will Smith to cake: Why memes underpin (the volatility of) success in the creator economy

Blog post by Hanna Kahlert

30 Mar 2022

meme

cake

Netflix

This years’ Oscars were overshadowed by the onstage physical altercation between Will Smith and Chris Rock, with any news of historical awards (Jane Campion was the third woman in history to take home...

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Profiling the social media footprint of niche entertainment audiences for Web 3

Report by Hanna Kahlert

24 Mar 2022

£3,000.00 excl. VAT

social media

social media following

Audience Insight

The 20,000 foot view Entertainment audiences are evolving, with digital-first habits – driven by both lockdowns and technology innovations – changing their relationship to the content they consume....

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The metaverse hype will need to account for screen fatigue in an increasingly digital world

Blog post by Hanna Kahlert

24 Mar 2022

Media and Marketing

Cultural Trends

metaverse

The last two years have completely reoriented the dynamic between digital-first and in-person life. Digital entertainment has boomed under successive lockdowns, streaming has dominated consumption formats,...

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Why Instagram will introduce NFTs to the gig economy in a big way

Blog post by Hanna Kahlert

16 Mar 2022

Facebook

Meta

metaverse

In a conversation at SXSW, Mark Zuckerberg dropped that Instagram was going to be incorporating NFTs in the ‘near term’, pending some technological tweaks. While he was sparse on the detail, initial...

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“Creativity has no genre”: What it takes to make it in music

Blog post by Hanna Kahlert

8 Mar 2022

women in music

international womens day

music industry

The last few years have brought huge shifts in the music industry, from the rise of streaming to the prominence of readily-available creator tools. They have also brought cultural changes in music and...

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Social media has become the default news platform for digital natives (for better and / or worse)

Blog post by Hanna Kahlert

2 Mar 2022

social media

TikTok

digital native

The tragic turn of events last week in Ukraine have shaken Europe and the world. People are frightened, politicians are tense, markets are volatile , and no one knows what will come next. However, as news...

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Cultural trends of 2022
A year of inflection points

Report by Hanna Kahlert

28 Feb 2022

£3,000.00 excl. VAT

Media and Marketing

Digital-first life is now a bygone fact, from remote working to streaming as the default mode of entertainment consumption. Social media has evolved from its role as a personalised update feed, to a world...

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