How does Winnin calculate Audience?

The audience demographic data available in Winnin Intelligence platform is estimated by Winnin's proprietary technology, using only public, anonymized, and aggregated engagement data. Currently, such data is composed by YouTube and Instagram videos public data, meaning that all audience numbers for topics, subtopics, creators, and tags are derived exclusively from data related only to these platforms. The higher the share of videos within a given territory, the closer the estimated audience will be to the real one.

In line with data privacy and protection best practices, the profile images are analyzed solely to infer age ranges and gender at an aggregate level, and never to identify specific people. When the sample size is sufficiently large, this approach allows us to build a representative demographic profile of the audience.

That said, it is not possible to estimate audiences for kids’ channels or for channels that disable comments, since no public user data can be collected in those cases.