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Ikea is cashing in on the sleep economy with livestreamed “Slow TV.”

Sep 13 2019

Ikea is cashing in on the sleep economy with livestreamed “Slow TV.”The home brand’s “Festival of Sleep” is a 14-day, nonstop livestream of a cargo ship traveling from Asia to Australia. The hosts will infuse some subtle branding by reading through the entire Ikea 2020 catalog. Slow TV has become a trend across YouTube, rising alongside other relaxing content like ASMR—which Ikea also built a campaign around. Meanwhile, sleep has become big business for companies trying to reach wellness-obsessed young consumers. (Mashable)