Market Share Report: Tyrell Williams Has Both Safety and Upside

Target Market Shares

1. Tyrell Williams Has Both Safety and Upside

We obviously don't want to base our decisions in fantasy football off of actual fantasy scoring. It's too touchdown-dependent to predict future output, and it can lead us down false paths as we chase past performances.

Sometimes, though, the fantasy points are just too absurd to ignore.

You nasty, Tyrell Williams.

It's the fantasy output that catches our attention, but Williams has the usage to back it all up. From Week 2 on (or after Keenan Allen's injury), Williams has a 25.0% target market share when you exclude the games against the Denver Broncos. He has been below 60 receiving yards only once in that span while topping 100 yards three times, and he has hit paydirt on five occasions. This dude is silly good, and we need to start acknowledging it.

The San Diego Chargers have favorable matchups for wide receivers on the horizon. Williams has already shown his touchdown upside numerous times this season. Adding in a meaty target market share gives him one of the better floor-ceiling combos in the league.

2. Rishard Matthews' Role Keeps Growing

When Rishard Matthews first started his Earth-scorching run of destruction, his target totals were anything but steady. His first touchdown came in Week 5, a game in which he had just four targets. He exceeded five targets in only one of the following three games, yet he just kept on scoring touchdowns.

Fast forward a few weeks, and the touchdowns are still there, but now they're coming along with reliable target numbers.

Matthews' target market share over the past four games is all the way up to 27.3%. He had just seven targets in Week 12, but that's because the team only had to throw 23 times. Even if we toss in the two games before his first double-digit target game, Matthews' target market share is 24.6% over their past six. Simply put, Marcus Mariota is turning Matthews' way with regularity, and it's working.

After their bye, the Tennessee Titans will face the receiver-murking Broncos. You're not going to want to use Matthews there. But they'll follow that up with a couple of games on the road when it's less likely they'll be able to just pound away clock on the ground. When that happens, Matthews is going to be a stellar option with the solid role he has earned.

3. Kenny Britt Isn't Going Away

You never want to invest in a member of the Los Angeles Rams' passing game. Those dollars could go to a much more worthy cause such as clogging gutters or feeding neighboring pets. But if you're going to do it, Kenny Britt keeps showing he's the guy you need.

Jared Goff targeted Britt 10 times in Sunday's game, including a six-yard touchdown pass that gave the Rams a 14-7 lead. Britt's 10 targets were three more than anybody else on the team, making him the team's leader in targets in both of Goff's games as starter. His market share in those two games is a whopping 28.3%, so it would appear Goff has found his favorite toy.

Britt has run laps around his teammates in the efficiency department this year, and now he's starting to get more consistent looks. This may not be the most thrilling unit in the league, but at least Britt does have his merits when the team is in the right matchup.