Motionworks Popcast™ at Home provides the population total at any geographic region from Census Block Groups and Postal Codes to States, Metropolitan Areas, and DMAs. Users may pick from common Population Segments syndicated by Motionworks or mix and match any demographics or consumer segments to create their own.

Data Dimensions

• Frequency Published annually, following each Popcast™ Digital Pop release; new Population Segments are included in the next publication cycle.
• Geographic coverage Summarizes residents of the United States.
• Zone systems Every Population Segment is summarized for US Census block groups (both 2010 and 2020 vintages), ZIP Code Tabulation Areas, counties, metropolitan and micropolitan statistical areas, metro divisions, states, DMAs, and the nation as a whole. See Geographic Definitions for the geography references themselves.
• Date availability 2022 through 2026. For earlier years, reach out to our sales team for pricing.
• Latency Data for new Population Segments are included in the next publication cycle.

📘 Aggregating Across Geographies

Every geography type shares the single geography_id column, and the geography types overlap: a person is counted once in their block group, again in their ZIP Code Tabulation Area, again in their county, and so on. Block groups are also published in both 2010 and 2020 vintages, which cover the same residents twice.

Filter to one geography type — and one block group vintage — before summing, or use the pre-aggregated row for the larger geography. The first ten characters of geography_id identify the type (for example US2020XXBG for 2020 block groups, US2020ZCTA for ZIP Code Tabulation Areas, US2020STCO for counties).

Schema

Motionworks delivers Popcast™ at Home via Snowflake or can be delivered using a compressed flat file output (csv.gz) via cloud storage. The following describes the schema.

Name	Description	Type	Example
motionworks_segment_id	Globally-unique, customer-independent identifier for the population segment definition. Two definitions with identical demographic filters share the same identifier. Joinable to Motionworks Segments.	string	0041def156e37ba3
segment_name	Human-readable name of the population segment.	string	Population, Age 21+
year	Year of the Popcast™ Digital Population being summarized.	integer	2022
geography_id	Geography reference being summarized. DMA rows (US2020XDMA…) are defined in the Block Group to DMA cross-reference rather than in the Geography reference.	string	US2010XXBG360610031001
persons	The count of persons matching the Population Segment definition with a primary home location within the Geography.	integer	2367
households	The count of households with at least one person that matches the Population Segment definition with a primary home location within the Geography.	integer	1694
all_persons	The count of all persons with a primary home location within the Geography.	integer	3065
hh_persons	The count of all persons with a primary home location within the Geography NOT classified as a type of Group Quarters.	integer	1871
gq_persons	The count of all persons with a primary home location classified as non-institutional Group Quarters within the Geography.	integer	1194
all_households	The count of all households within the Geography.	integer	2173
hh_households	The count of all households within the Geography NOT classified as a type of Group Quarters.	integer	979
gq_households	The count of all households within the Geography classified as non-institutional Group Quarters.	integer	1194
vintage	Date and time that the Population was summarized. May differ between geography types within a single release.	datetime	2025-12-22T14:02:00
release_version	Motionworks release version associated with this record.	string	20260515

📘 Group Quarters and the Population Totals

all_persons counts every resident of the geography, including residents of institutional group quarters such as correctional facilities and nursing homes. hh_persons counts residents of households and gq_persons counts residents of non-institutional group quarters such as college dormitories and military barracks.

Institutional group quarters is not broken out as its own column, so hh_persons + gq_persons is less than all_persons. The same relationship holds for the household columns.

Each group quarters resident is modeled as their own household, so gq_households and gq_persons are equal by construction.

Customer-level attributes (customer_id, customer_name, customer_segment_id, customer_segment_name) are not stored on the fact and are recovered by joining motionworks_segment_id to Motionworks Segments.