Audience research

1. Audience
research
THE GRID

2. Targets
Our target audience is 16-24 year olds.
To allow young people discuss, explore and convey ideas and
issues that are important to them
To provide a location where young people can exhibit the
work, created with point 1 in mind, to a like minded audience

3. Existing Platforms – Disney Plus
Most of the growth has come in India and Latin American
markets and White, under-35-years-old. Disney+ users are
heavily slanted toward younger white streamers. The
percentage of 2-17-year-olds using the services is higher than
any other service, even YouTube. White users dominate the
service, with all other races/ethnicities being
underrepresented based on their proportion of the general
population.

5. Existing Platforms – Netflix
Netflix's average user is a millennial who earns less than $50,000 a year and the
average Netflix user is more likely to be female, but only by a little bit. And 68%
of Netflix subscribers have some or no college education and about 33% have at
least a bachelor's degree. They also tend to live in the suburbs and politically
identify as either a Liberal or a Moderate and just 34% of Netflix users that
answered the survey said they were conservatives.
Netflix streamers most closely match the overall ethnic profile of the US of the
four services studied in this piece. Hispanics are over-represented based on their
population share. The age profile also skews slightly older than the general
streaming population.

7. Existing Platforms – Twitter
Twitter global audience was composed of 38.5 percent of users aged
between 25 and 34 years old. The second-largest age group demographic
on the platform was represented by users aged between 35 and 49 years
old, with a share of almost 21 percent. Users aged less than 24 years old
were almost the 24 percent worldwide, while users aged 50 or above
accounted for roughly 17 percent. 63.7% of Twitter users are male, while
only 36.3% are female. Percentage of U.S. adults who say they use Twitter
are White: 21%, Black: 24%, Hispanic: 25%. Twitter research finds that 93%
of users are open to brands joining in, if done “the right way.”

10. Existing Platforms - TikTok
53% of all tiktok users are male while 47% are female and 50% of tiktok's global audience are
under the age of 34. From March 2021, teenagers accounted for only 25% of the total tiktok users
while those between 20 and 29 only accounted for 22.4% which means that 47.4% of the total
users in the US are only aged between 10 and 29.
Tiktok so popular among the younger generation because of its design, tiktok offers the younger
generation a platform to express themselves creatively while sharing videos of themselves
dancing, singing, or lip-synching to their favourite or trendy tunes. They studied the habits and
the behaviours from the younger generation and the app’s creators understood what exactly the
young ones crave. This study gave tiktok the chance to overtake other key players such as
Instagram as their most preferred social media platform. The average daily active time of a user
52 minutes and the younger generation tends to spend more time on the app. The average
number of times a twitter user would open the app would be around 15, but, however, a
tiktoker’s daily activation is more than double that, with tiktok users opening their apps 38 to 55
times a day.