The deep engagement productions supported by the Content Fund gain meaning and value when they are viewed or listened to in private settings, even more so when they are shared with others and elicit a response from audiences.
To understand who is accessing this content and what impact it has, the Content Fund employs a range of monitoring and evaluation methods. This research and evidence-based approach makes it possible for the Fund to focus on supporting content that can strengthen trust in independent media, contribute to critical thinking and increase resistance to manipulation and polarisation.
From the beginning, the Content Fund has obliged its partners to collate data on audiences as part of the grant agreements. Tools such as TV ratings, Google Analytics, YouTube Studio or Facebook Insights are mined for information as to who is watching, and for how long. This is complemented with collecting rich, often qualitative, data about the actual uptake and influence of the productions.
A further stage is more thorough audience analysis (including segmentation, focus groups, and polling) to work out what sort of content works to achieve the desired objectives. The Content Fund seeks to better understand the demographic profiles of audiences in core territories, their behaviour and media consumption habits.
The Fund’s aim is to establish a complete picture of which content, genres, and platforms work best with which audiences, based on demographics and geographical location. Actionable data is produced that informs future decisions on commissioning productions, targeted media outlets and audiences.
The knowledge generated helps further strengthen the effectiveness and overall impact of the Content Fund’s work, paving the way for enhanced social cohesion within targeted societies.
