Let me start by explaining what Demographics and psychographics are

DEMOGRAPHICS  

Demographics ~ Who they are

The characteristics of the person, such as their age and income

There are three types of Demographics:

Professional / Managerial: Higher paying professional roles and lower-paying management roles. These can be Doctors, Lawyers, Teachers, Directors and managers.

Intermediate: Office & service workers and lower-paying supervisor & technical roles also include Nurses, Health Care Workers, Heating Engineers, Plumbers and Shop Assistants

Routine / Unemployed: Low paying routine jobs, part-time occupations, unemployed people, living with benefits. The jobs would be the type that anyone could do, no real qualifications needed.

There is also an old Social Class System that has 6 categories. This is still used by media publishers so that they can market for their chosen audience.

PSYCHOGRAPHICS

Psychographics ~ why they buy

What a person is like, what they are into, their hobbies, habits and traits. Some types could be Career-minded, family people, pet owners, Sports fan, Football Supporters, Enjoys lots of holidays.

There are seven different psychographics:

Mainstreamers: Crowd followers, Seek security. Be domestic, conformist, conventional, sentimental – favourable for money family brands. The largest group, about 40% of the general population.

Aspirers: People who want to appear rich with money and beauty, seek status, materialistic, acquisitive, orientated to image and appearance, persona and fashion. Typically, younger people. Examples would be some Facebook users who use filters on photos of themselves and only show good things in their lives. Influencers could also be put in this category.

Succeeders: Seeks control. Strong goals, confidence, work ethic and organisation. Typically, higher management and professionals.

Resigned: Seeks survival. Rigid and authoritarian values. Interested in past and tradition. Typically, older generations. Examples would be people that do not believe in something that the majority do. For example COVID-19 some people still believe this is not real and refuse to wear masks and abide by the Government rules.

Explorers: Open to change, Seeks discovery, Energy, individualism, and experience. Values, difference and adventure. Typically, younger demographic (students)

Strugglers: Seeks to escape. Alienated and disorganised. Few resources beyond physical skills. Buys alcohol, junk food, lottery tickets. Typically ‘lower’ demographics / income.

Reformers: Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgment. Anti-materialistic but aware of good taste, socially aware & not influenced by brand/status, they are likely to buy goods that are good for the environment. Self-improvement. Examples of this type of person would be an environmentalist, vegetarian, vegan and someone against animal testing. They would not be influenced by a brand if it was tested on animals, even if it was promoted as absolutely brilliant.

Demographics and psychographics go hand in hand.

Target Audience

It is important to have a target audience when you are producing a new series or wanting to promote something. It is better to focus on a smaller audience that already has an interest in what you are trying to promote, in my case a fantasy series, I will narrow my focus to people that are already interested in the fantasy genre. This way my marketing ideas will be more effective and more cost effective, as you are only marketing to a set number of people. To choose my target audience, I can look at the demographics and psychographics of that group of people and select the ones that I think will want to watch my series.

My idea:

My idea is that my main character is called Zeph, a warrior who lives in a small castle village that has a powerful item that the invading army is looking for. And also aims to end a war that has been happening for many years, this is causing the world to crumble around him as an invading army is causing all the chaos, as they search for this powerful item and with it, they can rule the world. Zeph needs to prepare for battle, as the army could attack them at any moment.

Considering how the Fantasy brief says the target audience are fans of The Witcher, GOT, and Dark Crystal. My Netflix series will be like those franchises.

Here is an illustration of my character Zeph:

​I am aiming for Flames Of Oblivion to be for the intermediate demographic. Considering how you have to pay a subscription to use Netflix and I think many people from the lower classes cannot afford Netflix as it is a bit of a luxury. The middle class like the fantasy genre and they need escapism in their busy work lives. It appeals more towards men than women because the two main characters are male. And they are at war fighting so there is a lot of blood and gore which would not appeal to women. Some women might want to watch it because they are interested in men. Homosexual men would also like this because there are a lot of men in the series. The age group is 18+. For Psychographics I am aiming for Mainstreamers and Explores. Please view the table below.

It is important to market a series or a film to a certain type of person; you need to study the demographics and psychographics of those people and make sure you have covered everything that you think they might enjoy watching in your animation, etc.

There are two types of demographic profiles: the traditional class system, and the BBC modern Great British class system. These sort people by their employment or their income and put them into different groups:

The traditional class system:

There are six categories, sorted by richest at the top and poorest at the bottom. This is an outdated way of classifying people because it believes that the ABC ranks are the most educated and wealthy and the DE ranks are not. It only seems to talk about money and occupation but not interests as that would mean it won’t be useful to find out what they like to watch on tv. This can be offensive to lower-class people as it describes them as useless: “Those at the lowest level of subsistence”. My series’ age range is 18+ but this class system will not help find what class would be interested in my series.

The BBC modern great British class system:

There are seven categories, each one is sorted by wealth, social interactivity, and what activities you do. It also describes each class. There is an online calculator to see what class you would be in, therefore you can find your target audience easier.

What I got was Technical middle class, a small, distinctive and prosperous new class group

• Mix socially with people similar to themselves – People that are fans of the fantasy genre would enjoy talking with other fans of the same genre and ask each other what they like to watch
• Work in research, science and technical fields – This doesn’t seem fitting for people who enjoy watching films/tv in the fantasy genre
• Enjoy emerging culture such as going to the gym and using social media – If they enjoy emerging culture, they could enjoy watching Netflix and the fantasy genre.