The ideal approach is to do the calculation known as Tam Sam Som as part of your market study and evaluation. This is a widely used technique that allows initial size estimates to be made in specific markets through three metrics:
TAM (Total Addressable Market), which refers to the total market size of our target market.
SAM (Serviceable Available Market), which is the market we can serve or cover with our current capabilities.
SOM (Serviceable Obtainable Market), which is the volume of market that can be gained in the medium/short term.
From there we can assess whether it is a market of interest and check whether the audience segments we want to sell to are large enough on digital platforms to make it profitable to reach them through marketing actions.