Fragmented Audiences & Shifting Budgets

Fragmented Audiences & Shifting Budgets. Marketers are questioning whether the era of mainstream reach is truly over. There is a growing recognition that the rules of engagement are changing, with media and audience fragmentation being a major concern for marketers, influencing their budget allocation for 2023. This has resulted in a shift towards investing in interest-based communities, gaming, and creator-led platforms like TikTok, Twitch, and YouTube, while legacy social hubs like Facebook and Twitter are experiencing a decrease in investment.