The political polarization of everyday consumption

The interactive analyses below show how everyday consumption in the U.S. varies across places with different political leanings, using actual data on what people stream, where they shop, and what they buy. Each chart relates consumption shares within a geography to how that geography voted in the 2020 presidential election. Artists, retailers, and brands are then shown along a Democratic-to-Republican axis. The charts are not a measure of political views or a statement about the politics of the artists, retailers, or brands themselves.

Analyses are based on consumption data from Luminate, SafeGraph & Advan, and Numerator.