Niche and Mass

Niche and Mass


Niche basically means a smaller audience, targeted at certain types of people. For example; a documentary on religion would be Niche, purely because not everybody is religious, and not everyone will want to watch it for that reason. My documentary on the production of electronic music is niche, not everybody wants to know how it's made, but it is something I'm passionate about and I believe more people should know about the effort put in.


Mass means a large target audience, targeted at most people. A good example would be of how the internet may be changing peoples lives, and air it on the BBC channel. Why? Because the BBC is a national broadcasting station that millions of people view every day, the majority of Britain and some other countries know what it is.

The age certificate has a big effect on the end product, it can be the slight difference between mass and niche products. If you target it at children aged 5-10 then you are only grabbing an audience of a few ages. Whereas if you changed the age range to 12+ then you have a huge audience with a variety of different ages. A marketing strategy would be to target a smaller, niche, audience that are wealthy... Such as those that buy the very expensive perfumes, and rinse money out of them. But you could also achieve the same results by selling a cheaper perfume that is unisex and available to all, it is completely up to the product and audience you are looking for.

You can usually tell if a product is Mass or Niche by watching it. If the production quality is very high and it looks like the budget was very expensive, it is most likely a mass production. If it looks more independent, and the effects, locations etc. look more local and not as good, it is most likely niche.