Canadian 18-24 y.o. Digital Whitespace Map™ March - May 2022

Facebook
TikTok
Instagram
July 6, 2022
Sporting Goods & Outdoor

Measurement Methodology: Audience Attention

  1. Define the Audience. For this analysis, we look at the Canadian 18-24 year old audience. Some metrics in the analysis, such as video views, are specific to your industry.
  2. Measure the Audience’s Total Attention. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience of your specific industry over the course of December 2021 - May 2022. This represents the total digital Audience Attention for the purpose of this analysis.
  3. Measure Each Platform’s Share of the Attention. From the total number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience we determine which social platforms that activity took place on.
  4. Revisualize Into a Bar Chart for Analysis. For the purpose of this analysis, a bar chart is more effective than a pie chart.

Measurement Methodology: Competitors’ Focus

  1. Define the Competitors. For this analysis, we look at 15 different competitors in the Canadian 18-24 years old audience such as the Marvel, Netflix, Patagonia, Roblox and Airbnb. 
  2. Measure the Competitors’ Total Focus. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors of your specific industry over the course of the current calendar quarter. This represents the total digital Competitors’ Focus for the purpose of this analysis.
  3. Measure Each Platform’s Share of the Focus. From the total number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors we determine which social platforms that activity took place on.
  4. Overlay onto the Audience Attention Bar Chart for analysis. For the purpose of this analysis, a bar chart is more effective than a pie chart. We overlay the Competitors’ Focus bar chart over the Audience Attention bar chart to determine whitespace opportunities.

Key Takeaways

In March to May 2022, the Canadian 18-24 y.o. Audience Attention was the highest on YouTube, followed by Facebook and Instagram.

However, Canadian 18-24 y.o. Competitors’ Focus is highest on Instagram, TikTok and Twitter. High competitors’ focus on Instagram was driven by Marvel, which generated 142M engagements and Netflix, which generated 381M video views from March to May 2022. 

There is whitespace opportunity on YouTube, Facebook, Reddit and Twitch, where there is high Audience Attention and low Competitor Focus.

Instagram, Twitter and TikTok are oversaturated platforms with high Competitor Focus and low Audience Attention.

Audience Attention shrank this quarter by -22% on Twitch.

Audience Attention is stable for YouTube, Facebook, Instagram, Twitter, TikTok, Pinterest, Snapchat and Reddit with less than a 10% change this quarter.

Competitor Focus is growing significantly on TikTok this quarter.

Competitor Focus shrank significantly this quarter on YouTube and Facebook.

Competitor Focus is stable on Instagram, Twitter and Twitch with less than a 10% change this quarter.

Competitors in the Canadian 18-24 y.o. industry are currently not active on Pinterest, Snapchat & Reddit.


Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the FS industry.
Competitors are not active on Pinterest and Reddit while Snapchat is currently unavailable.
Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

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