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Legacy media finds new audiences via niche online communities

By PulseAugur Editorial · [1 sources] ·

Legacy media companies are finding new opportunities in the decline of cultural monoculture, leveraging niche online communities to discover talent and reach wider audiences. Lionsgate, for example, adapted a book found via BookTok into a film and discovered the filmmaker behind the blockbuster 'Backrooms' through an online community that originated on 4chan. Similarly, NBC News has expanded its reach by engaging with younger audiences on platforms like TikTok and Instagram, even hiring talent based on their ability to connect through these decentralized channels. AI

IMPACT N/A

RANK_REASON The article discusses trends in media consumption and strategy, citing examples but not announcing a new product or event.

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Legacy media finds new audiences via niche online communities

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COVERAGE [1]

  1. Fortune TIER_1 English(EN) · Sasha Rogelberg ·

    Unexpected blockbuster ‘Backrooms’ originated from a 4chan thread—and it’s one reason why legacy media sees advantages to the death of monoculture

    “We're helping elevate and support and make these worlds bigger for these creative people,” said Kathleen Grace, chief AI officer of Lionsgate.

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