media fragmentation

Media fragmentation refers to the process where audiences increasingly access information and entertainment from diverse sources, such as social media, streaming platforms, podcasts, and specialized news outlets, rather than traditional channels like newspapers or broadcast TV. This shift results in audiences being divided into smaller, more targeted groups, making it harder for any single media outlet to reach a large, broad audience. Consequently, media companies must adapt their strategies to cater to these niche markets, which influences the way information is produced, shared, and consumed in today’s digital landscape.