MSNBC contributor Mike Barnicle recently raised alarms over the decline of traditional cable news, particularly in light of the growing preference for social media as a primary news source. According to Barnicle, this shift is particularly troubling for networks like MSNBC, which have seen a significant drop in viewership — almost 40% since the 2024 election cycle.
As more Americans turn to social media platforms for news updates, Barnicle noted that cable networks are struggling to remain relevant. “We can’t compete with 20-second snippets on an iPhone,” Barnicle said during a discussion on “Morning Joe.” He emphasized that many people now consume their daily news in brief moments, like walking down the street with a coffee in hand, making traditional news outlets’ long-form content seem increasingly out of touch with the needs of today’s audience.
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
Pew Research has shown that a significant portion of the population now relies on social media influencers for news — 20% of Americans report turning to influencers for updates. Interestingly, more social media influencers identify as conservative (27%) than as liberal (21%), which has added to the growing divide between traditional media and the digital-first news consumers.
Joe Scarborough, the host of “Morning Joe,” acknowledged the difficulty of competing with social media’s speed and accessibility, pointing out that many Americans can get their entire news digest within a minute, thanks to quick, easily consumable videos and posts. This convenience is a key factor in the rise of digital media and the decline of cable news, which requires a more committed, time-intensive viewing experience.
In response to the shift, MSNBC’s Eugene Robinson suggested the network take a more direct approach to digital content by creating its own short-form videos. “We need to meet news consumers where they are,” Robinson stated, recognizing the importance of adapting to the growing demand for quicker, more concise news delivery.
🔥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
Pew’s research also found that the majority of news influencers have no ties to traditional news organizations, which has helped them build a more personal connection with their audiences. This disconnection from established outlets has allowed influencers to bypass the mainstream media’s low approval ratings, further contributing to their growing influence, especially in the political sphere.
The changing media landscape, where social media influencers play an increasingly pivotal role, reflects a shift in how Americans access news, particularly in the wake of the 2024 election. The success of independent media, particularly in engaging younger voters, signals a difficult challenge for cable news outlets as they struggle to adapt to the digital age.
