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Ahmed Aqtai/Pixels

Digital-first publishers, like Group Nine, Buzzfeed and ATTN, are seeing spikes in mobile video consumption from millennials. With strategies focused on cross-platform video distribution, it makes sense that they're seeing record video-viewing stats from viewers under the age of 35 who are actively engaged on social media.

The case for caution: Video viewing measurement on social platforms still varies from platform to platform, so while these numbers are impressive, they can't all be compared apples to apples.

  • Group Nine Media, which includes Thrillist, NowThis, The Dodo and Seeker, has its original and distributed content viewed by 80% of Americans ages 21-29 in August, according to Nielsen. Nearly 1 billion minutes of Group Nine video content is consumed monthly with 90% of content views occurring on mobile and a huge chunk of that audience being under 35. In total, 53 million unique people between the ages of 18-34 were reached in August. "We launched Group Nine knowing that mobile video consumption was only going to accelerate," Group Nine CEO Ben Lerer tells Axios. "The fact that we now reach 80% of all people in their twenties in the United States more than validates that bet. We believe strongly that this shift will continue and that our company is built to capitalize on it."
  • Buzzfeed's new Twitter show, AM to DM, is off to a big start. In its first week, the show averaged 1M total unique viewers each day, who watched anywhere from short snippets to the full hour. Clips distributed on Twitter were viewed 10M times during the show's first week and 78% of average daily live viewers during AM to DM's premiere week were under the age of 35.
  • ATTN, a new social publishing company, is averaging 3.1 million views per video on Facebook, beating almost every other digital media company in the market. The company has consistently reached 500 million views each month, according to an ATTN spokesperson.

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Go deeper

Senate Democrats reach deal on extending unemployment insurance

Photo: Alex Wong/Getty Images

Senate Democrats struck a deal Friday evening to extend unemployment insurance in President Biden's $1.9 trillion COVID-19 relief package after deliberating and halting other action for roughly nine hours, per a Senate aide.

Why it matters: The Senate can now resume voting on other amendments to the broader rescue bill.

Capitol review panel recommends more police, mobile fencing

Photo: Olivier Douliery/AFP via Getty Images

A panel appointed by Congress to review security measures at the Capitol is recommending several changes, including mobile fencing and a bigger Capitol police force, to safeguard the area after a riotous mob breached the building on Jan. 6.

Why it matters: Law enforcement officials have warned there could be new plots to attack the area and target lawmakers, including during a speech President Biden is expected to give to a joint session of Congress.

Financial fallout from the Texas deep freeze

Illustration: Annelise Capossela/Axios

Texas has thawed out after an Arctic freeze last month threw the state into a power crisis. But the financial turmoil from power grid shock is just starting to take shape.

Why it matters: In total, electricity companies are billions of dollars short on the post-storm payments they now owe to the state's grid operator. There's no clear path for how they will pay — something being watched closely across the country as extreme weather events become more common.

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