Shopping livestreams & shop
32 of 59 creatorsShare of creators54.2%
Share of posts6.8%
140 of 2050 sampled posts
Behaviors and habits
How the panel spends its time, what it reaches for, and where it publishes.
Measured from the dig Creator Panel: 2,050 sampled posts across 59 of 60 creators, Aug 2025 to Aug 2026.
What this page covers
Habits and publishing, not brand comparison
This page covers what the panel does and where it publishes. What the audience talks about sits on cultural passions, and the Kate Spade against Coach comparison sits on affinity and interest map. Where a theme has a measured post set, the card links straight to the posts.
Ranked by reach across the panel
Media habits
Reviews & recommendation
22 of 59 creatorsShare of creators37.3%
Share of posts4.2%
87 of 2050 sampled posts
Vlog & daily life
18 of 59 creatorsShare of creators30.5%
Share of posts2.9%
60 of 2050 sampled posts
Podcast & long form
5 of 59 creatorsShare of creators8.5%
Share of posts0.3%
7 of 2050 sampled posts
Ranked by reach across the panel
Social behaviors
Going out & nightlife
28 of 59 creatorsShare of creators47.5%
Share of posts3.3%
67 of 2050 sampled posts
Friends & hanging out
27 of 59 creatorsShare of creators45.8%
Share of posts2.7%
56 of 2050 sampled posts
Dating & relationships
24 of 59 creatorsShare of creators40.7%
Share of posts2.2%
45 of 2050 sampled posts
Weddings & occasions
22 of 59 creatorsShare of creators37.3%
Share of posts3.5%
71 of 2050 sampled posts
Ranked by reach across the panel
Aspirational behaviors
Career & work
34 of 59 creatorsShare of creators57.6%
Share of posts8.1%
166 of 2050 sampled posts
Home & interiors
31 of 59 creatorsShare of creators52.5%
Share of posts6.1%
126 of 2050 sampled posts
Travel
25 of 59 creatorsShare of creators42.4%
Share of posts4.6%
95 of 2050 sampled posts
Luxury & investment
24 of 59 creatorsShare of creators40.7%
Share of posts7.8%
159 of 2050 sampled posts
Ranked by reach across the panel
Wellbeing
Beauty & self care
29 of 59 creatorsShare of creators49.2%
Share of posts4%
83 of 2050 sampled posts
Food & drink
26 of 59 creatorsShare of creators44.1%
Share of posts3.5%
71 of 2050 sampled posts
Sustainability & resale
17 of 59 creatorsShare of creators28.8%
Share of posts4.7%
97 of 2050 sampled posts
Mental health & mood
14 of 59 creatorsShare of creators23.7%
Share of posts1%
20 of 2050 sampled posts
Where the panel publishes
Network and format
Network mix, creators
tiktok47
instagram9
youtube4
Format, share of the Kate Spade cohort
Review & recommendation89.4%
Shopping & wishlist3.6%
Haul & unboxing1.8%
Collection showcase2.4%
Outfit styling2.1%
What's in my bag0.0%
Format shares come from the full Kate Spade cohort, not the transcript sample, so the two views are complementary rather than directly comparable.
How this was measured
up to 40 posts per creator, 2050 posts, 59 of 60 creators, 1.49M characters. Transparent whole-word keyword match. A post counts once per theme if any term in that theme's list appears. This is keyword matching, not model classification. Handbag and brand vocabulary is deliberately excluded from every lexicon, so these themes describe interests beyond the product category. The panel is multilingual, roughly 74 percent English. Non-English speech is under-counted by an English lexicon, so these shares are floors, not ceilings.