Let’s start this conversation with two charts.
Here’s the first (via the Wall Street Journal):
And here’s the second (via Bubba Atkinson):
These two charts tell a clear and compelling story: The cable TV era is ending.
Consider that MSNBC’s audience is down 50% from earlier this year. CNN’s audience is down 46%. And while Fox News’ audience is actually up since earlier this year — the winning side always likes to take a victory lap! — it is still in long-term decline in terms of eyeballs, per that 2nd chart.
Now, I don’t think MSNBC or CNN will stay in the ratings doldrums forever. My guess is that as people who were/are disgusted by the election results return to the news — and they will — those numbers will bump up a bit.
But, that won’t change the structural decline that cable TV finds itself in. The simple fact is that the audience is going elsewhere — to YouTube, to Instagram, to TikTok, to Substack etc. — and my guess is that they aren’t coming back.
Candidly, cable TV is not a super-efficient way to transmit the news anymore. Most people are consuming content primarily through their phones, not their TVs. And cable just isn’t a phone-friendly medium.
Plus, the trust issues that have plagued mainstream media for decades are only getting worse. And with LOTS of other options out there, people are, well, taking them.
Much of the growth in the alternative media/online community — at least in politics — is the on the extremes. Donald Trump is either the best and can do nothing wrong or the worst and can do nothing right.
I think we need to hold the middle space too — make room for people who are truly committed to calling balls and strikes no matter what uniform the pitcher is wearing. That’s what I’m committed to doing.
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