Audience Fragmentation: Navigating the Shifting Landscape of Media Consumption
Year: 2024
Type: article
Abstract: Audience fragmentation refers to the phenomenon where audiences are divided into smaller, more specialized groups due to the increasing diversity of media channels and content options. This article explores the concept of audience fragmentation, its causes, implications, and effects on media industries and advertising strategies. It examines how digital media, social media, and streaming services contribute to the fragmentation of audiences, and discusses the challenges and opportunities this presents for content creators, marketers, and media organizations. By understanding the dynamics of audience fragmentation, stakeholders can better navigate the evolving media landscape and develop strategies to effectively reach and engage diverse audiences.
Author: Seth, Nechushta
Institution: University of Oregon
Language: English
Subfield: Computer Networks and Communications
Field: Computer Science
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W6968132016
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