Following the 2024 presidential election, mainstream media outlets like CNN and MSNBC have experienced a dramatic decline in viewership, as reported by Nielsen data. Fox News has significantly outperformed its competitors, garnering 2.6 million total viewers, with 375,000 falling within the important 25-54 age demographic. In stark contrast, MSNBC and CNN reported only 596,000 and 419,000 total viewers, with 71,000 and 91,000 in the same demographic, respectively. Fox News noticed a substantial year-over-year increase of 60 percent in viewership, while MSNBC’s and CNN’s viewership plummeted by 23 percent and 40 percent. The grim statistics continued in prime time, evidenced by CNN’s and MSNBC’s losses of 30 percent and 54 percent of their audience compared to last year. Notably, some of MSNBC’s shows recorded their lowest ever ratings, pointing to an alarming trend for the network.
The alarming decline in viewership for MSNBC and CNN continued to manifest as they struggled to maintain a significant audience. Fox News averaged 4.4 million viewers in prime time over the days following the election, whereas MSNBC attracted only 808,000 viewers and CNN 611,000. This further accentuates that, with a total drop reflected in their respective demographics, both networks faced some of their lowest ratings of the year. The figures prompted some CNN hosts, like Chris Wallace, to explore opportunities outside traditional television, such as podcasting. Specific MSNBC shows, including “Morning Joe” and “All In with Chris Hayes,” showcased steep decreases in viewership, with some programs shedding over 60 percent of their audiences compared to the previous year.
This viewer exodus is tied to a broader sentiment reflected in a recent Axios report, citing Gallup data that revealed a historic low in Americans’ trust toward media. Although Democrats exhibited the highest level of trust in mainstream media, this did not translate into viewership for channels like MSNBC and CNN. The erosion of trust and credibility has led many to question the relevance of these networks, particularly as their once-prominent sway seems to have diminished following the tumultuous years of Donald Trump’s presidency. Furthermore, as public interest shifts, it appears that the relentless coverage of scandals and controversies surrounding Trump did little to bolster their standing.
After Trump’s decisive win, the negative tactics employed by networks like CNN and MSNBC, which included promoting Russia conspiracy theories and demonizing Trump through extreme rhetoric, likely fell flat, and possibly backfired. The unrelenting focus on portraying Trump as the ultimate villain led to more people rallying around him, ultimately pushing these networks further into obscurity. Their attempts to ignite public outrage through sensationalist claims seem to have instead consolidated Trump’s popularity. This realization begs the question of the future course for dwindling outlets, impacting their strategic planning in reporting and engagement.
In response to the resounding rejection of their narrative, some personalities within these networks, notably Joy Reid from MSNBC, seem to retreat into more divisive rhetoric. Reid recently expressed a shift in focus towards “black interests” over broader national concerns, indicating a pivot away from cross-cultural dialogue, especially targeting Hispanic and white audiences. This response underscores a continued commitment to identity politics, which many critics argue contributed to their declining viewer numbers. Instead of engaging diverse audiences with unifying messages, the insistence on divisive commentary seems to alienate potential viewers, further entrenching their downward trajectory in an already competitive media landscape.
Reflecting on the broader implications of these trends, the declining viewership in cable news hints at a potential pivot in American media consumption habits. The relentless pursuit of sensationalist and divisive coverage has led to diminished trust and, ultimately, an erosion of the viewership base that previously may have relied on these older networks for news. The political landscape’s evolution post-election poses critical questions regarding future media strategies, even as the commitment to identity-based narratives risks further alienating audiences. As media outlets strive to regain relevance, they may need to reevaluate their approach and seek new avenues to rebuild trust and audience engagement, possibly shifting towards offering a more balanced and constructive commentary that reflects the diverse perspectives of the American populace.
