Audience Fragmentation

Audience Fragmentation

A situation in which viewers of a television program live in vastly different areas. For example, people in New York and Alaska can watch the same television channel and see the same show. Audience fragmentation has become more common since cable has become popular. It has made advertising more difficult because, for example, shoppers in New York and Alaska might not shop at the same grocery chain.
References in periodicals archive ?
The Internet is an accessible means of communication that has enabled different individuals, with similar concerns, to connect and organize, but it has also contributed significantly to audience fragmentation. And so, while it might be said that more views are expressed and available through the Internet, it appears that most Internet users expose themselves (or are exposed to) to a relatively narrow range of opinions that tend to reinforce the views they already hold.
It believes AT&T's acquisition of Time Warner provides AT&T with a strong foothold in the evolving communications and media landscape, including the growing prominence of alternative distribution platforms and audience fragmentation in the context of a stagnant multichannel video subscriber base.
Where social media and audience fragmentation can put us in media bubbles of like-minded people, Radio is uniquely positioned to bring communities together and foster positive dialogue for change.
How different are today's (technical, social and financial) disruptions, consolidation, audience fragmentation, and OTT from yesterday's corporate turmoil, management upheavals, unfriendly takeovers, corporate raiders and financial scandals?
OTT delivery figures to play a big role in bringing some relief to media companies' most pressing pain points, including the emergence of new competitive threats, eroding revenue growth due to audience fragmentation and unabating cord cutting, which grows more severe each year.
The traditional ad agencies that dominate the mainstream advertising world have either acquired existing digital or social agencies or have brought in to the region digital and social agencies from their global networks, but these cosmetic changes have not altered the fundamental threat that all large agencies face in an era of rapid technological change and audience fragmentation.
She's well aware of audience fragmentation, and the many ways consumers are enjoying visual entertainment — and will likely do so in the coming years.
Audience fragmentation has been used as a theoretical framework able to depict the new complex and dynamic relationships established between media and consumers.
More genres of content--and increased audience fragmentation.
Yes, there's audience fragmentation, but if I wanted to be honest, I'd say much of the problem has to do with two other things.
Alex White, vice president of product strategy at Sizmek, said, "Increasing audience fragmentation has made it more difficult to effectively deliver the right message across multiple devices in a way that's relevant to a specific user.
The release of Jason Isbell's Something More Than Free was as much of a mainstream media event as one can expect in this age of audience fragmentation. The album debuted at the top of the Billboard charts in country, rock, and folk, and it garnered Isbell profiles everywhere from The New Yorker to NPR.