The Future Is Already in Their Feed: What the New Catalist Memo Tells Us About Winning the Information War
Social and digital aren't just where voters scroll—it’s where they decide. And the new Catalist/YouGov Blue memo shows it.
Every once in a while, a memo drops that doesn’t just confirm what we’ve sensed—it clarifies the path forward.
The July 2025 Catalist/YouGov Blue memo on media consumption trends does exactly that.
Drawing from the robust Omnibus Project (TOP), with a dataset that includes oversamples of Black, Latino, and AAPI voters and precise psychographic segmentation (Peoria Clusters, Grow Progress segments), this memo delivers what too few reports do: a clear-eyed, actionable map of the shifting media landscape among likely voters.
And let’s be honest—we need this map.
The Age of “Trusted Anchors” Is Over
Cable news and local broadcast still matter—but mostly to voters who have already made up their minds. If you’re trying to move the middle, win over the disillusioned, or re-engage the youth vote? You're not going to find them on CNN or the evening news.
The memo is unflinching: YouTube has overtaken Fox News as the top news source for likely voters under 30. Let that sink in.
This isn’t about content creators versus journalists. It’s about distribution and trust. It's about a younger generation that doesn’t separate “news” from the platforms where they live their lives. They don’t tune in at 6 PM—they scroll, swipe, and click on demand. And the platforms they trust most are the ones feeding them content via YouTube, Reddit, Instagram, Discord, and yes, even Facebook.
Segmentation That Actually Matters
Too many campaigns still target "young voters" or "college-educated women" like they’re monoliths. But this memo gets it right by diving into value-based clusters.
Want to reach the Striving Materialists (who lean right but live on Instagram)? Or the Disengaged Doubters (Trump-leaners who get more news from YouTube than anywhere else)? Then stop blasting one-size-fits-all messages into a media void. Start listening to where they are and speaking their media language.
This is psychographic targeting at its most relevant. And it should be the standard.
IMO - What Smart Campaigns Should Do Next
This memo isn’t just a summary—it’s a strategic blueprint.
Here’s what it shows us:
✅ Invest in always-on content, not just 30-second TV ads every two years.
✅ Meet voters where they already are—especially the persuadables who live on YouTube, Instagram, and Facebook.
✅ Rethink who’s a trusted messenger: It’s not pundits or politicians. It’s the creator, the neighbor, the local union member on your feed.
✅ Stop overestimating traditional media's reach with younger and swing voters—and stop underestimating social media’s power as a primary news source.
✅ Build content ecosystems, not just campaigns.
A Note to Movement Builders and Funders
This memo confirms what many grassroots communicators, digital organizers, and media innovators have been shouting from the rooftops: We need permanent, community-rooted, digital-first media infrastructure.
One-off ads and viral stunts won’t cut it. We need networks of content creators, local pages, trusted messengers, and issue-based content that reflects the values and lived realities of the voters we hope to mobilize.
Social and digital media aren’t a side dish anymore—it’s the main course. And this memo? It’s the recipe.
Ironically have a stack written and set to go live late this week on the same topic. In terms of what you've written it's totally in alignment, but a BIG addition. The type of "top down" creative that comes from the ad agency and is produced and then placed doesn't WORK in this new world. It isn't authentic to the platforms and thus doesn't just look like an "ad" but just isn't remotely believable or "real." We need user produced content that may be on "message" but in the authentic voice of the creator and their "brand." This means a) agencies are FAR less important b) advertisers (and campaigns) have to give up control and "let go"
I’m starting to try and get more involved with local politics here in Florida. I think the democrats here need a serious change in their approach to campaigning. I’ll definitely share this with anyone I volunteer with!