停顿片刻，想一想你在一天中是如何消费媒体的。你可能会在上下班途中收听广播或播客，或查看手机应用上的新闻提醒，滚动浏览社交媒体，在工作时播放音乐，晚上在电视上追看自己喜欢的节目，甚至在下班开车回家的路上浏览各种广告牌。在不知不觉中，你很可能在一天中与媒体打了几十次交道。将这一数字乘以数十亿，你就会开始了解到人们接触内容的方式是何等的多样化，令人目不暇接。
For brands and marketers, this daily reality presents a significant challenge—where is the audience, really? Audiences aren’t just consuming content in one familiar place anymore; their attention is splintered across countless platforms. For example, you might still tune into your favorite show when it airs on TV, you could also be streaming it on demand later, catching up on clips on social media, or discussing it in a dedicated online community. Accurately navigating this complex landscape demands a fundamental understanding of what media fragmentation is to create strategies that grab audiences’ attention no matter where they’re watching.
什么是媒体碎片化？
媒体碎片化是指媒体渠道和平台的激增。这导致受众日益分化，分散在大量的小众渠道上，而不是集中在少数几个占主导地位的渠道上。十多年前，主要电视网络或报纸等少数主导媒体拥有大量受众。如今，数字平台、流媒体服务、社交媒体和小众内容创作者的爆炸式增长扩大了受众的媒体选择范围，创造了看似无限的选择。
A clear indicator of this shift can be seen in how vast the array of options consumers engage with. Consider Thailand, for example—while a substantial 87% of the population still tunes into traditional TV, this now exists alongside a massive digital ecosystem where 91% are online and 89% are actively engaging with social media. For audio, the options have clearly multiplied, with music streaming services now attracting 56% of listeners, while traditional radio accounts for a smaller 12%.1 Hence, marketers face the challenge of navigating a highly fragmented media environment where reaching and engaging target audiences across a multitude of channels requires increasingly sophisticated strategies and data-driven insights.
Making this even more challenging are some digital platforms and RMNs that can function as walled gardens. These platforms control their own content and user data, meaning much user engagement is locked within their sealed environments. It limits how marketers can access comprehensive data, understand cross-platform customer journeys, and unify their marketing efforts.
Given the explosion of content sources, it’s easy to assume that the splitting of media automatically means the audience is doing the same. This often leads to a common misconception—confusing the fragmentation of media platforms with the actual dispersion of consumer attention.
它与受众碎片化有区别吗？
Yes, it is, and understanding the distinction is important to effectively strategize how to reach and engage today’s diverse audiences. While media fragmentation refers to the supply-side proliferation of channels—the sheer, ever-increasing number of media outlets, platforms and content options available—audience fragmentation describes the demand-side behavior of audiences actively scattering their attention across these many options.
The widespread availability of options has led to scattered attention, a reality that is seen in markets around the world. Recent data from Nielsen’s The Gauge report published in May 2025 shows that traditional broadcast and cable programming collectively accounts for 44.2% of time spent with the television set in the U.S. That share is now nearly matched by streaming services, which capture 44.8% of viewing time. Such a shift in media consumption highlights how audience attention is no longer concentrated in a handful of predictable spaces—it now flows across a wide array of platforms, reflecting increasingly fragmented viewing habits.
驾驭碎片化媒体和受众的策略
With so much media and audience fragmentation, you really need to change how you connect with audiences. The old days of “one-size-fits-all” campaigns, designed for a time when everyone watched the same few TV shows, just don’t work anymore. That broad approach is much less effective now that audiences are spread across countless apps, websites, and platforms. What’s needed is a much more precise and relevant approach.
要在分散的媒体环境中接触受众，您需要优先考虑这些关键战略：
- Understand your audience deeply: Reliance on a handful of go-to channels is no longer a sufficient strategy. Marketers now need to really dig into what makes their audience tick, like their interests, behaviors, and how they actually use different platforms. Such granular insights enable the creation of audience segments based on genuine engagement patterns and demonstrated preferences, moving beyond superficial categories.
- Integrate multi-channel approach: Brands can elevate their potential by strategically integrating a multi-channel approach. Marketers need to activate diverse touchpoints—like niche online communities, new streaming services, podcasts, and traditional media to ensure they’re present precisely where audiences are engaging.
- Personalize content at scale: The ability to use data and technology to deliver customized content to individuals has shifted from a competitive advantage to a fundamental requirement. Going beyond basic demographic targeting, leveraging past interactions, stated preferences, and real-time actions delivers messages that are inherently more relevant and less intrusive, thereby enhancing the user experience and boosting campaign efficacy.
- Optimize content for platform native experiences: Delivering messages that intrinsically align with each platform’s unique format and the user’s mindset within that environment is important for impact. A concise, visually compelling video ad might thrive on fast-paced social feeds due to its immediate nature, while more in-depth, informational content finds its audience on specialized blogs or within targeted email newsletters where longer engagement is expected. Authenticity to the platform drives receptivity and better results, leading to more effective marketing decisions.
通过跨平台洞察确保战略的有效性
受众的注意力分散在无数个接触点上，因此全面衡量受众参与度和活动效果就变得极为重要。仅仅依靠单个平台的数据会造成受众旅程的孤立和不完整，从而无法真正了解投资回报率或改进未来战略。
Nielsen ONE provides a deduplicated and unified view of how audiences engage across all media channels—digital, traditional linear TV, and new platforms. It empowers marketers to understand how different touchpoints contribute to plan, optimize, and evaluate their campaigns with unmatched clarity, taking out the guesswork and allowing for smarter decisions.
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1 Nielsen Consumer Media View 2024, Base All people age 12+
Nielsen’s Need to Know reviews the fundamentals of audience measurement and demystifies the media industry’s hottest topics. Read every article here.
