Nexxen Identifies 'News-Avoiding Voters' as Critical Midterm Audience
Event summary
- Nexxen's report highlights that 40% of Americans avoid news but remain politically engaged, with 86% planning to vote in the 2026 midterms.
- 91% of these voters encounter political content passively through social media, streaming, and creator content.
- 41% say creators influence their opinions, signaling a shift from institutional messaging to personality-driven content.
- Nexxen's platform combines SSP, DSP, and data tools to help campaigns reach these voters across converged TV, digital, and emerging environments.
The big picture
Nexxen's findings underscore the evolving media landscape where traditional news environments are no longer sufficient for political outreach. The shift toward streaming, social platforms, and creator content reflects broader trends in digital advertising, compelling campaigns to adopt always-on, cross-channel engagement strategies. This dynamic is particularly critical as voters increasingly form opinions closer to election day.
What we're watching
- Adaptation to Fragmentation
- How political campaigns will adjust strategies to target news-avoiding voters across non-traditional media channels.
- Influence of Creators
- Whether personality-driven content will continue to shape voter opinions more effectively than institutional messaging.
- Late-Decision Voters
- The impact of nearly one-third of voters deciding their vote in the final weeks on campaign timing and resource allocation.