Introduction

Not all attention is the same. Media companies need to stop chasing views and start caring about the kind of focus people give.

What's the problem it solves?

Most media companies try to win by getting more views or longer watch time. But that doesn't always bring in more money. This article shows how to measure and earn the kind of attention that actually leads to more spending.

Quick Summary

Media companies are competing harder than ever to grab people’s attention. But they’ve been doing it wrong by only counting how long someone watches or listens. This article explains a better way to measure attention-by looking at how focused someone is and why they’re watching. McKinsey calls this the “attention equation.” It helps show which types of content, devices, and media habits really make money.

The research shows that when people are truly focused and watching for a clear reason-like learning something or enjoying something they love-they’re more likely to spend money. Some media like sports games, live shows, and books get a lot more focus and earn more per hour. Others, like social media or background music, don’t make as much. The article also breaks people into seven groups based on how they pay attention and spend money, helping brands know who their best audience really is.

Key Takeaways from the article

• Not all time spent watching or listening is valuable. Focus and reason matter more than just minutes watched.
• Live events, video games, and books get more focus and make more money per hour than things like podcasts or radio.
• People who focus more tend to spend more. A small increase in focus leads to a big jump in spending.
• Gen Z and older people both pay attention-but to different things. Gen Z focuses on games; boomers focus on books or live sports.
• Media consumers fall into 7 types. The most valuable are “content lovers,” “interactivity fans,” and “community leaders.”
• Some users watch or listen a lot but don’t spend much. The real value comes from people who pay close attention.
• Streaming platforms that improve focus and serve a strong purpose (like enjoyment) keep users longer and earn more.
• Advertisers and media creators should match content and ads to the viewer’s intent and level of attention, not just throw ads everywhere.
• The “attention equation” helps media companies build better content, attract the right audience, and make smarter ad deals.

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