The Audience
The Silent Source of Everything
The Audience is the foundation of every commercial outcome in Our Industry. Audiences pay (in one way or another) for access to content, and advertisers pay for access to audiences. In exchange, global consumer audiences learn, develop beliefs, shop and vote based, largely, on the content they consume. And, they are growing every minute.
What This Pillar Covers
This pillar explores the evolving dynamics of audience cultivation as balance sheet asset and the mechanisms through which attention is acquired, influenced and monetised. We consider the shifting relationships between creatives, companies and platforms, and reflect on how changes in technology, culture and business model reshape the ways audiences engage with content and the value that engagement creates.
Curated Articles on The Audience
Feature Articles
Long-form pieces examining audience power, demand and control.
The Battle of the Balls: Why sport is Poised to Leave Audiences Breathless
Sport is entertainment on steroids. Big money, Hollywood’s legacy Studios and the next-generation of media entrepreneurs have all joined the fight.
The Now Literal Reality of a Virtual Age
The US election starkly demonstrates the internet’s power to shape our lives, our world and our future.
A Decentralised Road Out of Hollywood’s Development Hell
The Studio system thrives on isolating story-tellers from the audiences they create for. The key to unlocking value within global audiences is connecting creatives directly to them.
Insight Articles
Short-form articles exploring audience cultivation, discovery and shifts in attention and demand.
The Global Appeal of Foreign Content
For well over a century, Hollywood has been exporting American-centric film and television content to the world. Now the tide seems to be turning as the world exercises its own creativity in telling its own stories.
The Spotify Dilemma: How Music is Challenging the Measure of Success
Artists are discovering the distinction between fortune and fame as Spotify’s recipe for success opens creatives to opportunities to challenge the number one music streaming platform.
For the Most Impact, Invest in Knowledge and How it Spreads
Nothing has greater impact on what we know than the story we believe. Nowhere do our interests align more completely than within the global Media & Entertainment industry
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Related Pillars
Creative Value is one of four strategic domains within the Media C-Suite. The adjacent domains are:
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