Niche Beats Reach in the Next Era

Chasing the biggest possible audience is becoming the slowest way to build a sustainable creator business. For years, the implicit goal of content creation was maximum reach — the biggest number of views, the widest possible audience, going viral as the ultimate win condition. That instinct is increasingly out of step with how creator businesses actually succeed now. The creators building the most stable, most profitable businesses today are, more often than not, the ones who deliberately narrowed their foc