In 2025, there’s no denying that media consumption is at an all-time high. Yet, many brands and content creators are still measuring success using old metrics: hours watched, clicks, reach. In a world of dual-screening, endless scrolling and infinite content choices, these measures only scratch the surface of what truly matters: quality of attention.

A recent McKinsey article, backed by a survey of 7,000 consumers worldwide, has introduced a framework it calls the “attention equation.” It suggests that what drives monetisation and brand success in media isn’t simply the volume of attention, but the value of that attention, driven by consumer focus and intent. In other words, who is watching, how engaged they are, and why they are watching matter far more than raw hours logged.

Not all attention is created equal

The McKinsey data shows striking disparities in how different media formats convert attention into revenue. For example, an hour at a live sports event generates vastly more revenue than an hour of social media scrolling. This is not simply due to price differences, but because live sports command high focus and deep emotional engagement.

Even within digital formats, not all platforms are equal. A consumer reading a digital book or playing a console game often exhibits higher focus than someone scrolling through short-form social videos. The “job to be done” also matters: people seek out different media for different reasons (i.e. love of content, social connection, relaxation, education) and each reason influences how engaged they are, and how receptive they are to messaging.

What this means for brands

For brands, this is a reminder that “reach” alone will not deliver ROI if the attention you capture is fleeting or distracted. Whether you are planning a content partnership, placing digital ads, or launching your own channel, it is worth asking:

• Are you measuring focus, not just time spent?
• Are you aligning your messaging with the intent consumers have when engaging with the medium?
• Are you prioritising the channels and content types that generate the most valuable attention, rather than the cheapest CPM?

For example, a highly focused podcast listener or a niche community forum user may be far more receptive to your message than a user scrolling social feeds passively. Likewise, content that resonates deeply with your audience’s interests will command higher attention, leading to better brand recall and action.

Segmentation and the attention economy

At Clusters, we have long advocated for segmenting audiences based on needs, motivations and behaviours, rather than surface-level demographics alone. The attention equation adds a valuable additional lens: segmenting consumers by their quality of attention and their commercial potential.

Each of our segmentations is bespoke to our clients, giving you a clear, actionable understanding of your market and the customers within it. By adding a layer that explores how different segments engage with your brand and content, you can prioritise your media and content strategies more effectively, ensuring you reach the right audiences in the moments that matter most – and capture not just attention, but valuable attention.

The opportunity for research-led planning

For media owners, advertisers and content creators, the message is clear: focus on attention quality, not just quantity. Research can play a critical role here, helping you understand:

• Which platforms deliver the most focused engagement for your category
• What your audience is seeking from their media moments (connection, relaxation, knowledge)
• How your brand can align with these moments meaningfully
• How your campaigns can be tested and optimised for attention, not just reach

At Clusters, we help brands identify the moments that matter to their customers, building strategies grounded in how people actually consume content, not how we hope they will.

Building a future on attention

As this latest data suggests, brands that prioritise valuable attention will be best placed to thrive in a media landscape defined by distraction. It’s not about capturing every fleeting glance – it’s about earning meaningful engagement, at the right moment, in the right context.

If you would like to discuss how you can bring this thinking into your planning, we would love to speak to you.