Our newsletterVendor reportHubSpot, 2026
Four in ten teams say their most effective change last year was moving from broad platforms to niche communities
Channel mix & planning
4 in 10
of teams that diversified named the shift to niche communities their most effective change
- Reader Note:
- Self-reported. The denominator matters: this is four in ten of the 94% who diversified channels at all, not of all marketers. "Most effective" is the respondent's own judgement rather than a measured comparison, and the report publishes no figures behind it. The runner-up answer, named by 29%, was the opposite direction of travel - moving from digital-only into traditional media.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source talks about this as cause and effect — that is its reading, not a finding.
- The source says how much it looked at, but not how any of it was chosen.
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