Four new markets in one week.

On 6 October, a Tuesday, we opened channels in four markets we had never worked in: wellness, gaming, home care and restoration. None had a follower or a single video before that day.

Within a week, the four had audiences in more than twenty-five countries between them. Almost all of the viewing came from people who had never followed, and viewers watched more than 60% of each video.

The speed is useful. What the audiences revealed is more useful.

A new market tells you who it is within days, if you are reading. Most plans are written before anyone looks.

Wellness: people come looking

On the wellness channel, one in eight viewers arrived by searching for the subject, more than four times the rate across our channels. This is an audience with a question. Nine in ten are between twenty-five and forty-four.

Restoration: patient, and grown-up

Restoration videos are watched to the end. Viewers stayed for nearly three-quarters of each one, and nine in ten are between twenty-five and forty-four. The largest single country is the United States.

Home care: a quiet, global habit

Home care viewers watched more than two-thirds of every video, from a spread of countries led by Japan. Satisfying, practical work travels without translation.

Gaming: global on day one

Gaming arrived everywhere at once. Germany led with under a quarter of the viewing, ahead of the United States, Russia and Turkey. No single country owns this audience.

What a first week is for

A first week does not prove a market. It reads one. By day five we knew which audience searches, which one finishes what it starts, and which one crosses borders. That is the information a brand's plan should start from, not end with.