4 Values-Distinct Audiences

Understanding people’s media habits gives us a deeper view into who they are, the values they hold, and how to engage them. Experience the cultural worlds of 4 U.S. audiences through the lens of the real-life media artifacts they engage with.

What's an Audience?

Our audiences center values and the media people actually experience.

Comparing Audiences

See how these 4 audiences compare with regard to their cultural consumption.

A word spider depicting top Youtube channels.
People Power
If You Say So 🙃🙃
💪️💪️Tough Cookies
Don't Tread on Me
Bigger words in the chart are more common overall. Words that appear in the center of a quadrant 'belong' to that group. Words close to an axis are shared by two groups.

Choose an Audience to Learn More