Follow the Rabbit Everything to Someone: How Niches Are Becoming the New Mainstream
Jun 4, 2025
Explore how niche markets, like arthouse cinema and local journalism, are thriving against mainstream monotony. Discover the rise of Mubi, a leader in tailored streaming, and how teens in the Hamptons are reviving community news. Delve into the transformation of retail as personal connections reshape consumer behavior post-pandemic. The conversation reveals that being 'everything to someone' can outshine impersonal strategies, emphasizing authentic interactions over algorithm-driven reach.
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MUBI's Niche Mainstream Success
- MUBI has thrived by focusing on a devoted niche audience rather than competing against major streamers like Netflix.
- Sequoia Capital's investment values this focused, long-term approach in niche content and audience engagement.
Cultural Flattening Enables Niches
- The flattening of mainstream culture leads to safe, predictable content like superhero franchises.
- This creates space for large niches to thrive, such as MUBI's arthouse cinema audience.
Fashion Designers Return to Markets
- Fashion designers now sell vintage clothes at London markets to engage directly with customers and observe body language.
- They prioritize authentic conversations over traditional trend reports to better understand customer needs.