Legacy media firms say the end of a single mass audience is helping them find new talent and content through niche online communities, from BookTok to 4chan-origin ideas.
01Summary
- 01Kathleen Grace of Lionsgate said at the Fortune Most Powerful Women Summit that there is now 'lots of these little cultures' rather than one monoculture.
- 02Lionsgate’s The Housemaid came from Freida McFadden’s book, which Grace’s colleague found on BookTok.
- 03Backrooms, inspired by images first posted on 4chan in 2019, has taken more than $400 million at the global box office and is A24’s highest-grossing film.
- 04NBC News said it now has 1.8 million followers across TikTok and Instagram after starting Stay Tuned on Snapchat in 2018.
- 05NBC News says it is now the No. 1 US news organisation for TikTok engagements.
02Why it matters
The story shows how media companies are using fragmented online communities to discover ideas, talent and audiences. That shift affects how content is made, marketed and measured across film and news.
Pulse AIAsk about this story
Answers are generated by AI from the story summary; they are not investment, health or legal advice.
