How to read a digital media market
Market share is only one part of the picture. Scale, trajectory, velocity and competitive movement need context.
The market, explained with evidence.
Research notes, market intelligence, channel analysis, methodology explainers and data stories become the publication layer of StatAxis.
Why timestamped observations matter
Good intelligence preserves when a measurement was observed and avoids silently filling gaps.
What does an intelligence index mean?
Understand the difference between a composite signal and a raw audience metric.
From channel rank to planning evidence
How market and competitive data can become inputs to media planning.
Why digital measurement needs surveys too
Observed behaviour and direct audience research answer different questions.
From digital video to social and CTV
Phase 1 digital video, Phase 2 Instagram/Facebook/X, Phase 3 CTV intelligence.
+From the lab
Read it now.
How StatAxis measures, and what the numbers can and cannot say.
Media buying
Why the average audience beats the peak when you buy media
A peak is a story. An average is a price. How to tell them apart before you sign a rate card.
2026-10-10 · 5 min read →AudienceThe audience YouTube will not show you, and how to buy responsibly anyway
No public tool can tell you the age or state of someone else's viewers. Here is what you can do instead.
2026-10-10 · 6 min read →AuthenticityWhat a flat line tells you about a live stream
Real crowds move. When a number refuses to, it is worth a look, and only a look.
2026-10-10 · 5 min read →CreatorsImpact, Followership, eXposure: how we score people who publish
The IFX Score ranks creators and independent journalists on three pillars, and says how sure it is.
2026-10-11 · 6 min read →LiveThirty channels, one event: how to read a live compare screen
When something big is on air, put up to thirty channels side by side. Here is what each column means and what it does not.
2026-10-11 · 5 min read →MethodFrom a live stream to a decision: the eight steps behind every StatAxis finding
A finding is not an opinion. It is a rule applied to measured numbers. Here is the path every one takes.
2026-10-11 · 5 min read →0topics we write on
0articles in the lab so far
Fixed by design, not market figures.
Reading paths
Start where your job is.
Coverage
Where the signal goes next.
YouTube is live. The rest follows in this order, as each platform’s data access allows.
- NowYouTube
Live viewers every minute, uploads, views, likes, comments and subscribers for the channels we track.
- Jan 2027Instagram and Facebook
Planned. Public account metrics and, where an account connects, its own audience, within what each platform’s API allows.
- 2027X
Planned for 2027, subject to the platform’s data access terms.
- Jul 2027Connected TV
Planned. CTV intelligence alongside digital video, with the same rule: show the source, show the confidence.
Questions, answered
Straight answers.
How often do you publish?
When there is something worth saying. Each article explains a part of how StatAxis measures and what the numbers can and cannot tell you.
Can I suggest a topic?
Yes. The best posts start as a buyer’s problem. Write to stax9@stataxis.org.