🎧From Fringe to Mainstream: How Podcasts Shaped the 2024 Presidential Election

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Donald Trump's 2024 presidential victory showcased the power of podcast influencers in shaping political outcomes. environments where men hold the majority of power and influence

As noted by the Academic Director and Senior Lecturer in American Studies Dr. Rodney Taveira, and Ava Kalinauskas, a Research Associate at the United States Studies Centre, Trump's campaign masterly used new media platforms to clinch victory.

Their analysis, coupled with exit poll data showing a shift in young male voter preferences, and journalist Seema Mehta, illustrates how such podcasting ecosystem has evolved from niche to mainstream, mainly for communicating with young voters, the males.

The Key points:

• Trump, for example, outscores Harris among young men 49% to 47%, a dramatic reversal from Biden's 52-41% edge among the same age cohort in 2020

• Trump campaign also made strategic use of politics surrounding his appearances on popular podcast by Joe Rogan, as well as earlier during program episodes by J.D. Vance and Elon Musk

• Almost half of Americans (135 million) now consume podcasts every month, compared with half the number who listened in 2016.

• Top right-wing streamers Dan Bongino and Steven Crowder drew half a million Election Day viewers each on major streaming platforms.

• Harris' alternative media strategy, focusing on platforms like Call Her Daddy, failed to deliver expected results

The Big Picture: For the podcasting industry, this marks a watershed moment that signifies the largest power and influence shift ever. Podcasters now command attention from the highest levels of politics, thus potentially increasing revenues from advertising and the value of platforms.

Podcast producers will therefore expect more scrutiny due to their newfound influence, which may open up new avenues for political content creation and partnership collaborations. Industry-wide, this has emerged as one of the big kingmakers in American politics, with implications for content creation, monetization, and platform development, affecting candidate visibility, campaign messaging, and voter perceptions.

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