"The transition from broadcast media, intended to reach the masses, to algorithmic media, designed for the individual, is transforming modern culture and how brands communicate. For the first time, traditional broadcast television now accounts for less than 20% of total TV viewership in the U.S. The most popular media platforms among Gen-Z today are YouTube, TikTok and Instagram. There is a fundamental difference between the two media systems. Mass media, such as TV, radio and newspapers, are designed to reach millions of people simultaneously."
"The content creates a shared experience, language and cultural references. Algorithmic media caters to our individual needs and interests via a personalized feed. Fragmenting collective memories into countless subcultures and niche fandoms. How can brands reach and connect with people in the era of algorithms? In traditional media planning, demographic cohorts like "Adults 18-49" or "Women 25-49 with children" were used to understand and select the most effective channels to reach intended audiences."
Broadcast media aimed at mass audiences is being replaced by algorithmic media tailored to individuals, reshaping culture and brand communication. Traditional broadcast television now accounts for less than 20% of U.S. TV viewership, while Gen-Z favors YouTube, TikTok and Instagram. Mass media created shared experiences and cultural reference points; algorithmic feeds personalize content, fracture collective memory, and produce niche subcultures and fandoms. Demographic segments like "Adults 18-49" are increasingly insufficient; brands need to identify tribes formed around shared mindsets. Identifying and engaging tribes at scale is challenging given algorithmic fragmentation and greater cultural fluidity within Gen-Z.
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