A2 Media Studies

1. My Audience
Georgina Gilbey
A2 Media Studies

2. Demographic Source 1 - YouTube
 To get an idea of what demographics my audience fit into, I looked at the
analytics for some of my recent YouTube videos with the most views –
“Illicit Obsession – Official Trailer (2017)” and “Illicit Obsession – The Final
Cut 17.02.17”.
 The results I found were quite surprising, but very interesting and useful,
as I will go on to explain in this presentation.

3. The Official Trailer
Above is the first set of analytics I looked at. It shows the total gender split for the video in terms of its viewers (of which there are currently 39)
and the top geographies (who has been watching where). I found that the UK ranked highest at 90%, with some small anomalies such as
Singapore at 0.6%. This was intriguing, but as it’s such a small percentage compared to the UK, it’s not as significant to my overall conclusion
of my demographic.
In terms of gender, I found that females were responsible for the majority of the views, which I found quite surprising as in my research and
planning stages I thought that males would be more likely to be interested in a crime genre film advertisement. However, as our film appears to
be mostly female-led, which is quite unconventional, it may therefore draw in a different audience compared to a more typical, generic
action/crime film that perhaps features male leads with minor female characters.
Link: https://www.youtube.com/watch?v=iBbug44vJbw

4. The Official TrailerLink: https://www.youtube.com/watch?v=iBbug44vJbw
This shows the watch-time analytics, giving me age as
well as gender. The most prominent statistic seems to be
the amount of female viewers that are 13-17 years old.
Considering my aim for Illicit Obsession was a 15
certificate, this is not far from our intended target
audience – although again, it is curious to me that so
many are female.
Interestingly, there seems to be a trend in that as the age
groups increase, the number of males watching
increases and female decreases. It seems that older
males are interested in a less generic crime film than the
younger generations. Additionally, the genders seem to
be more equally split in the 25-34 years category.

5. The Final Cut 17.02.17Link: https://www.youtube.com/watch?v=ClQB6v4XKMc
“The Final Cut 17.02.17” is a previous version of the
trailer that had a lot more exposure (80 views).
Similarly to the official trailer upload, it has only female
viewers for the age bracket of 13-17. However, it has a
lot more of an equal split in the 18-24 bracket (39%
male, 61% female) compared to the official upload,
likely due to the multiple sites I uploaded it to, giving it
more traffic sources and exposing it to a wider
audience.
The decrease of females as the age increases has
remained, which supports my theory that older males
are interested in the film, but perhaps not older
females.

6. Conclusion
AGE: GENDER:
Key
13-17:
18-24:
25-34:
35-44:
55-64:
Key
Male:
Female:
From these analytics, I think a conclusion can be drawn:
in total, the gender split is 42.6% male, 57.4% female.
This is a fairly equal split and aligns with who we feel our
trailer is aimed at, and is a more accurate finding than
what we may get from a survey, with what would be a
much smaller sample size.
It seems that the most prominent age groups are the 13-
17 bracket and the 18-24 bracket, giving us the median
age of 18.5, or more simply, 19. Our overall average
audience member is therefore a person of 19 years of
age, but more likely female than male.

7. The Average Audience Member
 The question to answer now is, what is such a person interested in? What
does our average audience member enjoy and value?
 To find this out, I decided to do some audience research on a secondary
source, namely YouGov Profiles, which offers data on a wide array of
medias and their respective audiences.
 From this, I hope to gather some idea of my audience’s tastes, now that I
know the specific demographic I am looking for.

8. Demographic Source 2 – YouGov Profiles
On the right is the first set of data from YouGov
Profiles, a platform that allows you to browse
data from large sample sizes according to an
item you search for (a film, a book, food…),
showing similar interests and the average age,
gender, etc.
The Prestige (2006) is a drama/sci-fi/thriller, but
contains elements of crime in its plot. The
average audience member for this, according to
YouGov, is male and aged 18-29, which is quite
close to our target audience range. This is data
from the US site, but as the film is American,
this is to be expected.

9. Demographic Source 2 – YouGov Profiles
This audience apparently describes themselves
as “competitive”, “odd” and sometimes
“arrogant” and “critical”. To an extent, this aligns
with what we think our audience is likely to be:
as a group, we have always described our
audience as active (“critical”) and eager to see a
film that diverges from the norm (or that is
“odd”).
Their interests appear to be relaxed (“I don’t like
leaving my bed in the morning”) but well-
informed (“I like to get input from other people
when making decisions”). These are people that
value others but are not afraid to be critical,
making them ideal in terms of the emotional
response they should have to our film.

10. Demographic Source 2 – YouGov Profiles
Next, I looked at British
crime films. On the left is the
data for Kidulthood (2006).
Interestingly, it seems the
average audience member
for this film is female and in
the age-bracket of 18-24,
which is even closer to our
target audience.

11. Demographic Source 2 – YouGov Profiles
This audience member has similar
views to the last in that she uses the
internet a lot and has strong opinions
(“the world is controlled by a secret
elite”), but likes to try new things (“I
like to experiment with new genres of
music and artists”) and is quite
relaxed.
I think that our typical audience
member could be a combination of
the averages for The Prestige and
Kidulthood.

12. My Average Audience Member
Based on this research, I have collated some ideas of what my own audience would be
like: as I previously established, the average audience member for Illicit Obsession is in
the age range of 13-24 (but more likely on the higher end of this scale, so a median of 19)
and is more likely to be female. In terms of their tastes, they will like spending a lot of time
on the internet, being competitive (possibly a gamer), and probably work in the
entertainment industry. They enjoy music and films of all genres and are open to media
that challenges their views and is unique.
To get a more personal idea of my audience and their opinions on my products, I will be
conducting a survey and posting it to platforms such as Facebook.