The last major audience study happened in 2019, before COVID, AI, and TikTok changed everything. No one knows if those shifts altered who reads thought-leadership content, which is the question this explores.
Now, what's important to understand is that the first study was launched in 2019, and that is the last clear picture of this dataset that we have about the audiences before COVID before generative AI, before the rise and dominance of short-form video like TikToks and YouTube Shorts. In other words, the landscape has changed quite a bit. And my question, has the audience for thought leadership changed along with it?
