Freerunning Digital Whitespace Map™ Q1 2022

YouTube
Instagram
Facebook
Twitter
TikTok
July 6, 2022
Sporting Goods & Outdoor

Measurement Methodology: Audience Attention

  1. Define the Audience. For this analysis, we look at the Worldwide audience including all ages and genders. 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 the current calendar quarter. 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.

*Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

*Competitors are not active on Reddit while Pinterest and Snapchat is currently unavailable

Measurement Methodology: Competitors’ Focus

  1. Define the Competitors. For this analysis, we look at 15 different players in the freerunning space such as Storror, Team Farang, Nick Pro, Ronnie Street Stunts and Nitro Parkour. 
  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 Q1 2022, the Freerunning Audience Attention was the highest on YouTube, followed by Facebook and Instagram.

However, Freerunning Competitors’ Focus is highest on YouTube, TikTok and Instagram. High competitors’ focus on YouTube was driven by Kirya Kolesnikov, who gained 2.15M subscribers and generated 54.8M engagements in Q1 2022. 

There is whitespace opportunity on Facebook, Twitter and Snapchat, where there is high Audience Attention and low Competitor Focus.

YouTube, Instagram and Tiktok are oversaturated platforms with high Competitor Focus and low Audience Attention.

Audience Attention is growing the most only on Twitch by +12% this quarter. 

Audience Attention is stable for all other social media platforms with less than a 10% change this quarter.

Competitor Focus is growing significantly on Facebook, Instagram, and Twitter this quarter.High competitors’ growth on Twitter was driven by Ampisound, who posted 21 times on Twitter in Q1 2022 while other competitors have traditionally been inactive on this platform. 

Competitor Focus shrank this quarter on TikTok.

Competitor Focus is stable for only YouTube with less than a 10% change this quarter.

Competitors in the Freerunning industry is currently not active on Pinterest, Snapchat*, Reddit and Twitch.

Nick Pro currently has a show on Snapchat but metrics are not accessible at this time. **Competitor focus data on Twitter is <1%

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