New Media Now Has More Sway Than Old Media

Podcasts, TikTok, YouTube, and X are now the new rulers of the influential media landscape, taking the mantle away from networks, cable outlets, and publishers.

The Big Picture: While new media formats create a deeper and more direct relationship with audiences, the authenticity of the information being shared is far more “sus” due to the lack of editorial standards and professional accountability. 

Behind The Scenes: The new media ecosystem is turning out to have been a major contributor to why Donald Trump won the presidency this time around.

• Podcast listening has tripled over the past decade, with 47% of Americans (and 60% under 35) listening to podcasts each month. 54% tune into news and political content.
• Trump appeared on 20 podcasts this year, including The Joe Rogan Experience (which netted 45 million views on YouTube and 25 million listens on Spotify), while Kamala Harris appeared on Call Her Daddy, which scored 8 million views across platforms.
• Newsfluencers have skyrocketed in popularity on TikTok and Instagram, including CJ Pearson and Emily Saves America on the right and Harry Sisson and Vitus “V” Spehar on the left. They sometimes get double the views of legacy media.
• Both Trump’s and Harris’ campaigns recognized the importance of courting influencers. They were accredited as press during the Democratic National Convention, and Trump organized for influencers to join him at his debate with Harris.

The Future: This is all a big wake-up call for legacy media. During election night, the top three cable channels (Fox, MSNBC, and CNN) were down a collective 32% in viewership. That hurts, but that’s what happens when the average audience member is 69. And that contraction is even more pronounced for traditional publishers on both sides of the aisle. But with conventional media’s digital arms growing, expect to see a full-court press to invest in these verticals with young, social media-native talent.