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

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)