MSNBC’s “Morning Joe” contributor Mike Barnicle recently expressed concern over the growing trend of Americans shifting away from traditional cable news in favor of social media platforms. The liberal news network, which once dominated cable news, has seen its viewership drop nearly 40% since the 2024 election season. This decline in cable news audiences isn’t isolated to MSNBC, with many other outlets experiencing similar struggles as digital platforms continue to attract younger and more tech-savvy viewers.
Barnicle highlighted that a growing number of Americans no longer rely on cable news for their daily updates, opting instead for social media influencers who deliver news in quick, digestible formats. According to Pew Research, 20% of adults now get their news from social media influencers, with more influencers identifying as conservative (27%) than liberal (21%). This shift poses a significant challenge for mainstream media outlets trying to maintain relevance.
Lots of articles on how MSNBC's audience has completely collapsed — disappeared — once Kamala lost and the got disillusioned, but the full extent is shocking.
Their prime-time shows can't even get 75k people watching in the key demo (18-54). Weekend shows don't even get 30k! pic.twitter.com/nFcfAacmHD
— Glenn Greenwald (@ggreenwald) November 16, 2024
Joe Scarborough, the host of “Morning Joe,” echoed Barnicle’s concerns, stating that traditional media outlets like MSNBC are struggling to compete with the rapid, bite-sized news content found on social media. “We can’t compete with 20-second snippets on an iPhone,” Scarborough lamented, noting how people are able to catch up on the day’s news while on the go, often with just a few quick taps on their phone.
In response, MSNBC analyst Eugene Robinson suggested that the network adapt by producing its own short videos to cater to today’s on-the-go news consumers. “We [should] meet news consumers where they are because they’re not here, and that’s the problem,” Robinson said, emphasizing the need for mainstream media to adjust to changing consumption habits.
Pew Research further revealed that the success of social media influencers is partly due to their lack of affiliation with traditional news organizations. 77% of influencers in the news space have no formal ties to established media outlets, allowing them to engage audiences in ways that mainstream media struggles to replicate.
🔥MSNBC saw a 54% decline in
Primetime viewership the
Thursday after Election Day. 🔥💥 Did the LIES about the Election
WAKE Up the DEMS?
💥Will the last person to leave
MSNBC please turn out the lights?
😂😂😂 https://t.co/iCLO7CScmo pic.twitter.com/kabu088yCv— 🏛 🌹PeriklestheGREAT 🌹 🏛 "Do Unto Others" (@PeriklesGREAT) November 12, 2024
The rise of independent media, especially during the election cycle, has been credited with helping Republicans connect with younger voters. The ability to directly engage and mobilize voters through social media platforms was a key factor in Trump’s success, highlighting the shifting media landscape and the challenges traditional outlets face in maintaining their influence.
