Streaming is where today's voters get entertainment — and it's where tomorrow's campaigns will be won.

What to Know: 

• 88% of U.S. households now use at least one streaming service — it’s how most people watch TV today.
• Cable TV is shrinking fast, down more than 34% since 2010 and losing relevance every year.
• Major platforms like Hulu, Disney+, and Netflix now offer ad-supported plans with growing audiences.
• Political campaigns are shifting 30–40% of video budgets to streaming for better reach and ROI.
• Streaming ads offer unmatched targeting and real-time performance data that broadcast can’t match.

In today’s rapidly evolving media environment, one reality stands out: streaming TV is now the dominant way Americans consume video content. In 2025, 88% of U.S. households subscribe to at least one streaming service. Traditional cable TV has been in freefall, with subscriptions dropping to 68.7 million households, down 34.57% since 2010.

For nonprofits and political organizations seeking to reach voters, donors, and activists, this shift demands immediate action. Streaming is no longer an emerging opportunity — it is the primary battleground for voter engagement. Organizations that adapt will capture attention, shape narratives, and mobilize support. Those who cling to outdated cable strategies risk irrelevance.

2025: A Nation United in Streaming

Rather than merely experimenting with streaming, Americans have embraced it wholeheartedly. Today, the average U.S. household subscribes to four to five streaming platforms. Disney’s ad-supported ecosystem alone — including Disney+, Hulu, and ESPN+ — now reaches 112 million Americans monthly.

Consumption patterns tell an even clearer story. The typical adult now spends over 2.5 hours per day streaming video content, outpacing the time spent with live cable or satellite programming. For many Americans, especially younger and middle-aged voters, streaming has replaced traditional TV as the default viewing experience.

Source: Nielsen, Statista TV, and TVREV 

Meanwhile, legacy television’s grip continues to weaken. Nielsen reports that in 2024, streaming overtook cable for the first time, accounting for more than 40% of total TV usage. That gap is only widening in 2025.

Why Streaming TV Ads Work for Mission-Driven Campaigns

Unlike traditional TV buys, which blast messages broadly across markets, streaming TV allows for precise, data-driven targeting. Platforms like Disney's Campaign Manager and Google's Campaign Manager 360 enable advertisers to reach viewers based on:

• Geographic location (ZIP code or congressional district)
• Voter registration status
• Political donation history
• Specific issues of interest (e.g., climate change, gun rights, healthcare)
• Demographic traits such as age, education, and language preference

With this level of granularity, nonprofit and political organizations can speak directly to their priority audiences, maximizing impact and minimizing waste. A voter in Phoenix concerned about school choice can see a different ad than a donor in Milwaukee focused on tax reform — all within the same campaign.

Streaming TV advertising, so far, seems to offer clear measurement and accountability. Organizations receive real-time data on impressions, completion rates, click-throughs, and conversion events, allowing them to adjust strategies dynamically — a luxury traditional TV never provided.

The Rise of Ad-Supported Streaming Tiers

Critically, the streaming universe is increasingly ad-friendly. Platforms that once relied on subscription-only models are embracing advertising to fuel growth. In fact:

• Over 60% of Hulu users are on ad-supported plans.
• Disney+ launched its ad-supported tier in 2024 and has quickly amassed millions of subscribers,with over 30% on ad-supported tiers.
• Netflix and Amazon Prime Video have also introduced ad-supported options, dramatically expanding available inventory.

This surge means more viewers than ever are accessible through ad-supported streaming, often at lower costs per impression than linear TV. As consumers seek cheaper options amidst inflation pressures, ad-supported streaming audiences are projected to grow another 15% year-over-year into 2026.

For nonprofits and political groups, this dynamic offers a rare opportunity: to achieve mass reach among prime voting blocs at historically efficient price points.

Streaming's Influence on Campaigns

The political world is already adapting. In 2024, major presidential campaigns allocated 30-40% of their paid media budgets to streaming TV and connected TV ads — a dramatic increase from less than 10% just five years prior.

This migration isn’t limited to federal races. State legislative candidates, ballot initiative campaigns, and even local nonprofits are finding that streaming TV delivers superior engagement rates compared to broadcast buys. Early experiments show that streaming ads produce 25-40% higher voter recall rates than traditional television spots, according to internal Google Marketing Platform analysis.

In short, the smart money has already moved. It's not a matter of "if" streaming TV should be a part of nonprofit and political strategy — it's a matter of how much budget you can afford not to move.

How to Start Moving Your Campaign to Streaming

Campaigns and nonprofits looking to modernize their media plans should:

• Integrate streaming TV into early planning phases, not as an afterthought.
• Leverage tools like Disney’s Campaign Manager for curated political audience targeting.
• Use real-time data to adjust creative and targeting mid-flight.
• Allocate at least 30% of video budgets to connected TV if aiming for competitive voter reach in key demographics.
• Test and scale successful creatives based on viewer completion and engagement metrics.

By proactively integrating streaming into their paid media ecosystems, nonprofits and political organizations can tap into the most powerful voter engagement platform available today.

Wrap Up

In 2025, the rules of engagement have changed. Instead of congregating around cable news at six in the evening, voters are constantly accessing curated content on demand from dozens of platforms. This isn’t a media shift — it’s a voter shift. And campaigns that ignore it aren’t just behind the times—they’re invisible.

Connected TV is no longer a future opportunity. It’s the new ground game.

The organizations that move their messaging where the voters actually are will build the coalitions, win the moments, and own the narrative. Those who don’t will keep shouting into an empty room. Streaming is not a nice-to-have. It’s the frontline of persuasion in American politics.

And the time to move isn’t “someday.” It’s right now.