The first variable that usually comes to mind when considering engagement is the content. Content is a part, but not all, of the engagement equation. Digital users and their needs and behaviors comprise the other parts and extend beyond the traditional “target audience.” This chapter contrasts individul differences with four user similarities addressed by the Digital Engagement Model. The four variables build on the basic concept of a target audience but add more than just interest in specific content. That’s because in a digital environment, a larger population of users outside of the target audience encounters content incidentally through browsing, scanning, algorithms, and the shares and likes from others. These factors expand the potential reach of all digital content unless the source has a paywall. The model’s variables can help producers envision larger and more diverse populations of users who may not even actively seek the content but may still engage with it if it generates interest. For information about politics, health, and science, for example, expanding the potential reach of information can be important. While the literature typically cites individual differences to explain media effects, engagement, and learning, our model introduces four similarities that all users bring to content: their demographics, interests, current environment, and the time they have to engage.