The shift in how Americans consume news is creating a crisis of relevance for traditional cable news networks. “Morning Joe” contributor Mike Barnicle voiced his concerns about this growing trend, stating that Americans are increasingly turning to social media platforms for their daily dose of news instead of cable networks like MSNBC.
Cable News Viewership Hits a New Low
MSNBC has seen a significant drop in viewership since President-elect Donald Trump’s victory over Vice President Kamala Harris. The network is grappling with its lowest ratings in nearly a decade, experiencing a staggering 40% decline in viewers during the election season.
But the struggle isn’t unique to MSNBC. Cable news as a whole is battling against the changing tides of media consumption.
The Rise of Social Media Influencers
A Pew Research Center study sheds light on this shift, revealing that one in five Americans now gets their news from social media influencers. Interestingly, more of these influencers identify as Republican or conservative (27%) than as Democratic or liberal (21%).
Host Joe Scarborough put the challenge into perspective during Tuesday’s broadcast:
“Mike, that’s the challenge. You grew up in a newsroom. … I mean that’s a challenge for a lot of mainstream media sources is do they make themselves relevant again,” Scarborough said.
“Here, 20% of adults who actually get influencers on social media. Maybe somebody who makes baskets and while they’re making baskets, they look up and say, ‘Vote for candidate X.’”
Can Cable News Compete with 20-Second Clips?
Mike Barnicle candidly admitted the difficulty traditional networks face in competing with the brevity and convenience of social media content.
“I don’t know how we make ourselves relevant again because we can’t compete with 20-second snippets on an iPhone, walking up the street and getting your entire news digest of the day in less than a minute on your phone as you’re walking in a crowd with coffee in one hand and your phone in the other,” Barnicle explained. “I don’t know how we catch up to that.”
Meeting Viewers Where They Are
MSNBC analyst Eugene Robinson suggested that adapting to the new media landscape is essential for survival.
“We [should] meet news consumers where they are because they’re not here, and that’s the problem,” he said, proposing that cable networks create their own short-form videos to better connect with audiences.
A Crisis of Trust in Traditional Media
Pew Research’s findings highlight another challenge for mainstream media: trust. About 77% of news influencers lack any affiliation or background in traditional journalism, yet they are thriving in a market where trust in mainstream media remains low.
This shift has also been credited with reshaping political outcomes. Independent media platforms that hosted President Trump during the election cycle played a crucial role in mobilizing younger, male voters—ultimately influencing the Republican win.
The Future of News Consumption
The changing preferences of news consumers present an existential challenge for traditional cable networks. As Americans increasingly rely on social media for information, the question remains: can mainstream media adapt to the new rules of engagement? For networks like MSNBC, the road to relevance might just begin with meeting viewers where they already are—online.
