audience fragmentation

Audience fragmentation occurs when a broad group of people, originally sharing common interests or media sources, divides into smaller, more specialized segments. This happens because media options, like cable channels, streaming services, and social media, now cater to niche preferences. As a result, advertisers and content creators face the challenge of reaching a scattered audience, making mass communication less centralized. This shift influences how messages are delivered, requiring more targeted strategies to effectively engage distinct groups within a diverse and fragmented media landscape.