Democrats to stream convention on video apps in bid to attract younger viewers

The Democratic National Committee (DNC) is taking to TikTok, Twitch, YouTube and other major digital media platforms as it looks to attract younger viewers at next week’s convention.

The DNC said this week it will stream the 2024 event in Chicago on more than a dozen streaming platforms — with vertical feeds across TikTok, Instagram and YouTube.

“The convention team set out with an ambitious goal of reaching more Americans than ever before, and today’s announcement is yet another milestone in our mission to broadcast Vice President Kamala Harris and Governor Tim Walz’s story to all Americans,” Democratic National Convention Committee Executive Director Alex Hornbrook said in a statement. “With more and more Americans consuming their news in new and innovative ways, Democrats stand ready to meet them where they are — and to bring our vision for a brighter future to households all across the country.”

News of the streaming plans were first reported Tuesday by Axios.

Nightly prime-time coverage of the convention also will be provided by cable news networks like Fox, CNN, MSNBC and NewsNation.

The committee’s revamped media strategy comes as a growing number of major media companies invest heavily in streaming for their news, sports and entertainment offerings. Several of the country’s largest media conglomerates haven taken major markdowns on their linear television assets in recent months.

Meanwhile, studies have shown younger media consumers are more likely than their older peers to subscribe to a streaming service and get news content from a social or digital platform.

Last month’s Republican National Convention was a major ratings boon for the cable news channels, all of which will be hoping to reap similar audience gains as Vice President Harris is set to formally accept the Democratic nomination next week.