From blackout to black hole: Impact of streaming services on election swing

From early morning today, Australians will no longer experience election ads on TV or radio due to a long-standing rule that has become outdated in the digital age. This rule, established 33 years ago, required traditional media to observe a blackout three days before an election, but it does not extend to online platforms. Websites, social media, instant messaging, and other digital mediums are exempt from this blackout, including video- and audio-on-demand services.

Streaming services have become key players in Australian election advertising, offering broad viewership and advanced targeting options. However, there is limited transparency around how these platforms are being leveraged for political gain. Experts note a surge in online video advertising, with one political group aligning with Donald Trump claiming success in targeting undecided voters during the 2024 presidential election through these platforms.

Different categories of video-on-demand (VOD) are utilized for election messaging, including subscription streaming (SVOD), broadcast video on demand (BVOD), and user-generated content (UGC). While platforms like YouTube and TikTok often receive attention for their political impact, other VOD services are equally influential due to their extensive viewership on various devices. These platforms are outpacing traditional broadcast media, with more Australians opting for streaming services over free-to-air television.

Paid streaming services, in particular, have seen a significant rise in viewership, with 69% of Australians reporting using a paid service in the past week. While major international streamers like Netflix and Amazon Prime prohibit political ads, local providers like Kayo allow them. This shift towards digital platforms for entertainment and information consumption indicates a changing landscape in media consumption habits, potentially reshaping election advertising strategies in the process.