Amid a steep decline in MSNBC’s viewership, “Morning Joe” contributor Mike Barnicle expressed concern over the increasing dominance of social media as a news source. The network has seen a nearly 40% drop in viewers since the 2024 election, highlighting the challenges traditional media faces in an era where digital platforms have taken center stage.
According to Barnicle, mainstream news outlets like MSNBC are struggling to stay relevant as more Americans, particularly younger viewers, turn to social media influencers for their daily news updates. Pew Research has found that 20% of U.S. adults now rely on influencers for news, with conservatives (27%) slightly outnumbering liberals (21%) in terms of political affiliation among influencers.
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
Barnicle highlighted how social media allows for rapid consumption of news in a format that is easy to digest — often in just 20-second video snippets. In contrast, traditional cable news programs require a longer time commitment and often fail to capture the attention of busy, on-the-go consumers. “I don’t know how we catch up to that,” Barnicle said, referencing the challenge that cable news faces in a world of fast-moving digital media.
Joe Scarborough, the host of “Morning Joe,” acknowledged the difficulties of competing with the speed and accessibility of social media. He pointed out that many people now consume their entire news digest while walking down the street, using their smartphones to stay updated in mere minutes. This shift in how people consume news is contributing to the decline of cable news viewership.
MSNBC analyst Eugene Robinson suggested that the network start producing its own quick, 20-second videos to capture the attention of modern news consumers. “We need to meet news consumers where they are,” Robinson said, recognizing the importance of adapting to shorter attention spans and the growing demand for quick news consumption.
🔥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, fueled by influencers with no formal ties to traditional news organizations, has made it easier for alternative voices to connect with younger voters, particularly during the election cycle. This direct connection, free from the editorial control of mainstream media, has helped conservative voices reach a broader audience, including those who may have otherwise tuned out traditional news outlets.
