The 2024 election wasn’t just a battle between Kamala Harris and Donald Trump. It was also a clash of media worlds that pitted traditional news outlets against newer platforms like social media and podcasts. While mainstream newspapers and TV channels have largely endorsed Harris, some even openly supporting her, Trump has leaned heavily on the power of the alternative media, where he has found significant support from the side of platforms like X (formerly Twitter) and high-profile podcasters like Joe Rogan. This strategic split begs the question: Did Trump’s media choices influence the outcome of the election?

Cable news vs. podcasts

US media consumption trends show a generational divide. The average age of cable news viewers is around 70, newspaper readers are around 60, and magazine readers are around 52. In contrast, the average podcast listener is just 34 years old, with younger men making up a large portion of this demographic. Trump’s team quickly recognized this and adapted a strategy to capture younger voters by connecting with them on the platforms they actually use.

Earlier this year, the Trump campaign hired a 27-year-old consultant to create a list of podcasts for Trump to appear on — a list that Trump’s son, Barron, was reportedly asked to review. This led to a large-scale “podcast blitz” on major shows such as Nelk Boys Podcast, Lex Friedman Podcast, Blatant podcast and The Joe Rogan Experience. These appearances have garnered more than 86 million views, with more exposure through short clips shared on social media. Remarkably, these were not typical interviews focused on politics or policy. Instead, Trump discussed a range of topics from martial arts and boxing to cryptocurrencies and aliens — topics that resonate well with younger audiences, especially men.

Changing trust in the media

Trust in mainstream media is at an all-time low in the US, with only 31% of Americans expressing trust in traditional news sources. Trump has capitalized on this skepticism by bypassing these channels, choosing instead to engage directly with the audiences of independent podcasters. And the strategy paid off: in 2020, Trump lost the male vote under 30 to Biden by 11%. This year, he managed to change that demographic, beating Harris among young men by 2%.

In his victory speech, Trump even acknowledged the role of podcasters in his campaign’s success. His approach reflected the realization that traditional media no longer held a monopoly on political discourse. In a symbolic rejection of the old guard, he refused an interview with 60 minutes— a move that was initially seen as bold but ultimately proved unimportant to the outcome of his campaign.

Harris’s attempt to access podcasts

Kamala Harris tried to replicate Trump’s podcast strategy by appearing on the popular show Call him dad and apparently they’re considering an interview with Joe Rogan. However, these efforts ultimately failed to capture the same level of engagement that Trump’s appearances generated.

The challenges of an unfiltered platform

Trump’s success with podcasts raises important questions about the implications of using largely unregulated media for political outreach. Unlike traditional interviews, podcasts often lack rigorous fact-checking or follow-up questions, allowing guests to discuss controversial topics without provocation. In an ideal world, audiences would scrutinize the claims made in these settings, but in reality, very few listeners take the time to fact-check.

The solution lies in collective responsibility. Politicians can use podcasts, but these platforms should not replace structured interviews. The audience must also engage critically with what they hear, using available resources to verify the statements. And finally, mainstream media must address its trust gap by focusing on transparency and accountability to regain public trust.

Ultimately, Trump’s media strategy highlights a shift in how politicians connect with voters. Embracing alternative media, he has once again reshaped the political landscape, proving that in today’s world, capturing the trust of an audience can matter more than ever. Whether this approach sets a precedent for future campaigns remains to be seen, but one thing is clear: the media game has changed, and Trump, ever the media strategist, continues to rule.

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