What you're looking at, and what you can do with it.
About the Data
This explorer visualizes anonymized, aggregated global digital browsing patterns. Each country card leads to an interactive map of that market's information ecosystem. Inside, domains are clustered into groups based on audience co-visitation: if the same people tend to visit two sites, those sites appear near each other and share a color. The result is a map of how a country's population actually navigates its media landscape — not how media companies or governments organize it.
What You Can Do With This
Understand audience overlap between outlets
Click any node to see its nearest neighbors. If two outlets cluster together, their audiences overlap. Use the Reach Calculator to quantify it: enter two or more domains and see what percentage of each outlet's audience is shared.
Find alternative ways to reach an audience
Can't get placement at a particular outlet? Click it and examine its cluster neighbors. These are the other outlets its audience also visits — potential alternative placements or partnership targets that reach the same people through a different door.
Assess crisis exposure and containment
When negative content appears at a specific outlet, the cluster map shows you how far that audience extends. If the outlet sits in a tight, isolated cluster, exposure may be contained. If it's a high-degree hub connected across groups, the audience bleed is wider and triage is more urgent.
Measure deduplicated reach of a campaign
After a multi-placement activation, enter all the outlets where content ran into the Reach Calculator. The overlap analysis shows how much of the combined audience was truly unique versus double-counted across placements.
Find the next placement for maximum marginal reach
Enter your existing placements into the Reach Calculator, then switch to the "Untouched" tab. It ranks every other outlet in the ecosystem by how much new, unreached audience it would add. The top of that list is where your next dollar of media spend has the highest marginal return.
Characterize a media ecosystem
Zoom out and look at the shape of the whole graph. Is it one connected mass or several distinct islands? Do language communities form visible clusters? Are there "crossover" outlets that bridge otherwise separate groups? The structure tells you whether a market has a unified national conversation or fragmented parallel ones.
Scout a new market before entry
Exploring a country you don't know well? The group labels and cluster structure give you a rapid orientation: which content verticals dominate, how concentrated or diffuse the media landscape is, and which outlets are the hubs of each audience segment.
Map a competitor's media environment
Search for outlets where a competitor has strong presence. Their cluster neighbors reveal the broader audience ecosystem around that competitor — where their audience also spends time, and where you might intercept or counter-program.
Identify audience segments for localization
In multilingual or culturally diverse markets, distinct clusters often correspond to language communities, demographic segments, or interest groups. Spotting these divisions early tells you whether one message will work or whether you need separate approaches for separate audiences.
Compare ecosystems across countries
Use the country picker to switch between markets. Do the same outlets appear in different national ecosystems? How does the structure of, say, the UAE's media landscape compare to Egypt's or Saudi Arabia's? Cross-country comparison reveals which outlets and verticals travel across borders and which are nationally contained.
Brief a principal or client
The visual format makes this a natural briefing tool. Walk someone through a country's ecosystem structure, show them where their organization or issue area sits in the graph, and demonstrate how audience flows connect (or don't connect) the outlets they care about.