What we know about audiences.

Three kinds of writing live here. Case studies show what happened when we built an audience. Market reads describe the people watching in a market we work in. Essays argue for a different way of seeing reach.

Read as

• BrandsAttention you pay for stops when the budget does.
• PR firmsA story nobody finds is not coverage.
• Marketing agenciesThe client wants movement this quarter, not next.
• CreatorsOne account is one ceiling.
• Public figuresYour name means whatever comes back when someone types it.

Case studies

1. Case studyDaily viewing nearly tripled in five days.Early October, across every channel we run. What moved, who was watching, and what it says about compounding reach.
2. Case studyFrom zero to nearly half a million in sport.A sport channel opened in July, with no followers and no advertising. Under three months later it had nearly half a million views, most of them from adults aged twenty-five to forty-four.
3. Case studyMore than a quarter of a million in fishing.A fishing channel opened in mid-August had more than a quarter of a million views eight weeks later. Its audience is mostly American men, and one in seven of them watch on the biggest screen in the house.
4. Case studyThe family audience is older than you think.A family channel reached a third of a million views in eleven weeks. Two-thirds of its viewers are women, and one in six is over sixty-five.

Market reads

1. Market readWho is really watching.Across the markets we work in, the people watching are rarely the people a brief describes. Four corrections, from our own audiences.
2. Market readFour new markets in one week.On 6 October we opened channels in wellness, gaming, home care and restoration. Within days, each audience had told us who it was.

Essays

1. EssayYour audience is mostly strangers.On the channels we run, almost everyone watching has never followed the account that made the video. That changes what a following is for.
2. EssayAttention is counted in hours.Most media is sold by the glance. What a name actually needs is time in someone's head, and that time can be counted.
3. EssayWhat stays when the budget stops.Paid attention ends the day the money does. An audience that came on its own keeps coming.
4. EssayYour name is what others say.Search and the answer engines do not take your word for who you are. They count who mentions you, and where.

Industries

1. IndustrySportThe sport audience on short video is adults, not teenagers, and it watches from several continents at once.
2. IndustryFishing and the outdoorsA patient audience of American men, watching longer than most, and often on the biggest screen in the house.
3. IndustryFamily and parentingFamily video is watched mostly by women, and by a generation older than most briefs imagine. It is also the warmest audience we work with.
4. IndustryFashionThe fashion audience is mostly women under thirty-five, spread across the world, and it watches to the end.
5. IndustryGaming and techTwo audiences share this market: teenagers, and men in their late twenties and early thirties. Both arrive from everywhere at once.
6. IndustryWellness and self-improvementAn audience with a question. More of it arrives by searching than in any other market we run, and most of it is under forty-five.