| 5 hours ago
Connected television and streaming platforms might offer new avenues to reach voters who are disillusioned with social media’s endless scandals or are tuning out of linear TV, according to a new report.
The study, conducted by programmatic platform Telaria and the Dish-owned OTT service Sling, surveyed 1,500 potential voters aged 18 to 29 nationwide to get their opinions on political messages delivered through different platforms. The result? Gen Z is consistently disconnecting from traditional networks that candidates typically use to reach their base and turning toward streaming to get the political intel they need before 2020.
“When you think about this particular age bracket—they’re either cord-cutters or cord-nevers,” explained Jennifer Catto, CMO of Telaria. “And on the other side of that, they’re growing up in the age of fake news and [have] an inherent distrust of social media.”
Many political candidates still rely on linear television in the hopes of reaching—and swaying—a potential vote. But it could be time for them to think outside the TV box. Nearly 25% of households will have cut their cords entirely by 2022, according to eMarketer, replacing their traditional television providers in favor of streaming services that, increasingly, offer options linear television doesn’t.
Meanwhile, the number of households that purchase pay-TV services such as cable is forecast to drop by 4.2%, going from roughly 90 million in 2018 to 86.5 million by this year’s end.
Spearheading this trend are younger viewers tapering off their
Read more here: https://www.adweek.com/digital/connected-tv-could-be-key-to-swaying-younger-voters/