As we celebrate Black History Month, we honor the resilience, achievements, and invaluable contributions of the Black community. This month is a reminder of the impact Black activists, pioneers, and elected officials have had in shaping our democracy—and an opportunity to reflect on how we can continue supporting Black voices in the evolving landscape of political engagement.
At DSPolitical, we remain committed to amplifying Black candidates and ensuring their messages reach the voters who need to hear them most. In the 2024 election cycle, we worked with campaigns across the country to provide data-driven, voter-targeted digital strategies that helped drive engagement and mobilization. Learn more about the incredible Black candidates we partnered with in 2024 elections across the country here.
Historic Senate Wins and Voter Trends
The 2024 election cycle marked historic milestones for Black leadership. Angela Alsobrooks and Lisa Blunt Rochester’s groundbreaking Senate wins exemplify dedication and progress. Alsobrooks made history as the first Black woman elected to represent Maryland in the U.S. Senate, while Rochester became both the first woman and the first Black person to represent Delaware in the Senate. Their victories mark a significant step forward in representation and progress in politics.
While celebrating victories, it is essential to look into voter trends as they reveal changing dynamics that campaigns must recognize. According to a Navigator poll, Black men supported Kamala Harris over Donald Trump by a 47-point margin (71% to 24%)—a significant shift from 2020, when Biden won the Black male vote by an 82-point margin. This decline in Democratic support was largely attributed to concerns about inflation and the economy. In contrast, Black women remained consistent in their voting patterns, reinforcing the necessity for campaigns to listen, adapt, and address key voter concerns effectively.
These voting behaviors emphasize the importance of continued outreach and policy efforts that address the priorities of Black voters. Understanding these shifts is critical for future campaigns looking to effectively connect with and address the concerns of diverse communities. It is essential for campaigns to have resources designed to actively listen to, learn from, and engage authentically with the communities they aim to serve.
Navigating Voter Engagement in the Streaming Era
Recent shifts in voter sentiment also highlight the importance of data-driven, digital-first strategies, particularly in reaching and mobilizing Black voters. As revealed in our latest webinar, Winning the Streaming Majority: Exclusive Polling Insights, in partnership with Global Strategy Group, the way voters consume political messaging has changed significantly.
Insights from the webinar on streaming trends reveal critical changes in how voters consume media and receive political messaging:
Streaming Dominates Voter Engagement
- 42% of voters now watch live TV through streaming services, compared to only 28% on cable.
- Streaming platforms mirror the overall electorate more than linear TV, making them an essential tool for reaching diverse voter bases, including Black audiences.
Free, Ad-Supported Streaming Platforms Are Closing the Gap
- 56% of voters use free streaming platforms weekly, including strong engagement among Black and Hispanic voters.
- These platforms, like Roku, Freevee, and Tubi, are critical tools for campaigns looking to engage Black communities in cost-effective, targeted ways.
Non-Traditional News & Digital Influencers Matter More Than Ever
- Many younger and diverse voters rely on independent content creators, podcasts, and social media influencers over mainstream news.
- Black voters—especially younger demographics—are more likely to get political information from digital-first sources.
- To be effective, campaigns must invest in digital storytelling and influencer-driven strategies to meet Black voters where they already engage with content.
The Untapped Power of Gaming for Political Outreach
- 25% of all 2024 voters play video games on PlayStation, Xbox, or mobile at least once a week.
- Among Black voters and younger men, gaming engagement is even higher, creating a huge, underutilized opportunity for campaigns to connect with Black swing voters through in-game advertising and streaming platforms like Twitch.
- Swing voters aged 18-44 over-index as gamers, meaning campaigns that incorporate gaming as part of their outreach strategy will have a distinct advantage in persuasion and mobilization efforts.
As voter engagement continues to evolve, campaigns must prioritize innovative, data-driven strategies to connect with diverse audiences effectively. The increasing reliance on streaming services and digital platforms emphasizes the need for adaptable, multi-platform outreach that meets voters where they are.
Interested in learning how DSPolitical can help you reach the right voters? Contact us to find out how we can support your campaigns.