MSNBC’s viewership has taken a significant hit since the 2024 election, with the network experiencing nearly a 40% decline in audience. Mike Barnicle, a contributor to “Morning Joe,” voiced his concerns over this shift, noting that more Americans are turning to social media platforms for their daily news updates. This trend has prompted a growing sense of urgency within traditional news outlets, which are finding it difficult to maintain their relevance in an increasingly digital-first world.
Pew Research reveals that 20% of Americans now rely on social media influencers for news, with conservatives (27%) slightly outnumbering liberals (21%) in terms of influencer political affiliations. Barnicle expressed frustration with the inability of traditional outlets like MSNBC to compete with the speed and accessibility of news on platforms like Twitter, TikTok, and Instagram, where short, easily consumable videos are the norm.
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,” acknowledged the challenges posed by social media in today’s fast-paced news environment. He noted that many people now receive their news in a matter of seconds while walking or multitasking, making it increasingly difficult for cable news networks to capture attention. Scarborough also emphasized the struggle traditional outlets face in competing with content that can be consumed on the go.
In response, MSNBC analyst Eugene Robinson suggested that the network produce its own 20-second videos to match the quick format preferred by today’s viewers. “We need to meet news consumers where they are,” Robinson said, recognizing the need to adapt to a new media landscape dominated by social media influencers and short-form content.
🔥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, particularly influencers with no connection to traditional news outlets, has further complicated matters for cable news. These influencers have gained significant traction by bypassing the editorial controls of established organizations, allowing them to reach a wider, often younger audience.
