The way we consume video content has rapidly changed over the past few years — and a new report indicates that streaming services are hitting record highs while traditional linear TV continues to lose ground.
Why is this shift especially relevant for political campaigns? This trend is impacting how campaigns and causes are budgeting for ads on streaming platforms such as Hulu, YouTube, or Peacock and how we’re targeting voters across platforms.
Nielsen’s report, which aggregated viewership data from July 2023, showcases a significant milestone: streaming has climbed to a record high. According to the report, streaming services accounted for over 50% of total viewership, surpassing linear TV for the first time ever.
The decline in traditional linear TV viewership — which fell below the 50% mark for the first time — is reflective of changing lifestyles and the growing preference for personalized, on-demand content. Additionally, with the ubiquity of smartphones, smart TVs, tablets, and laptops — viewers can access their favorite shows and movies from virtually anywhere. This accessibility is a major driver for the growing popularity of streaming services.
The July 2023 Nielsen report underscores the need for campaigns to continue to adapt to changing consumer behaviors. More and more campaigns are placing ads on streaming services and on OTT channels — allowing them to reach voters while they are consuming long-form content across screens.
In addition to the rising viewership numbers, most streaming platforms also offer the ability to launch highly targeted ad programs by voting behavior, demographics, and geography. The increased reach, granular targeting, and cost-effectiveness of streaming ads make them a smart play for political campaigns looking to speak to voters.
Interested in launching a streaming ad program for your campaign? We’d be thrilled to connect — book a time to chat with our team below or drop us a line at [email protected]
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