CMOs Must Build An Affinity Channels Strategy To Reach New Audiences

Young demographic audiences, often described as Millennials or Gen Zers, are fragmenting across a new landscape of affinity-focused media channels built on YouTube including StyleHaul, Machinima, Tastemade, Maker Studios, and Fullscreen or on live streaming platforms like Twitch. Brands ranging from Macy's to Coca-Cola, American Express, and Heineken have moved media spending to these new creative and media production houses and networks to engage with these new consumers. This report helps CMOs understand how to engage with these younger audiences through affinity channels and the opportunity for other brands to reach these audiences.