Why it matters: It's part of NowThis' push to engage its progressive, millennial audience ahead of the midterms.
The details: The site will deliver new results of its “America’s Future Poll," which tracks millennials' views and attitudes around politics and policy. It will update every few days with new data leading up to Election Day.
Between the lines: Some of NowThis' most successful features have been linked to progressive politics. A video from NowThis featuring Texas democratic senatorial candidate Beto O'Rourke talking about kneeling during the national anthem went viral last month, raking in millions of views within days last August.
“We see a unique opportunity to examine our young audience and dig deeper into the core issues and events motivating them in the lead-up to the midterms.”— Athan Stephanopoulos, president of NowThis
The big picture: The announcement comes as more brands, influencers and media companies are increasingly working to get young people to vote and become more civically engaged. MTV, Snapchat, Ben & Jerry's, the Kardashians and others have all launched voter initiatives aimed at younger audiences in the past few months.
- Their efforts seem to be working. According to its first poll out today, 56% of Americans age 18–34 say they definitely plan to vote in the midterms.