🎧 Male Trump Voters Lead Podcast Consumption: Key Insights from 2024 Election Media Analysis

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New data reveals the digital divide in America, between voters for Trump and Harris, living in totally different media worlds. Facebook/Instagram are used considerably by Harris voters, while Trump voters are the majority users of Twitter/X.

Male Trump voters appear to be emerging as leaders in podcast consumption. Disney+ and Hulu are "blue" territory to Harris voters, given the progressive and diverse nature of their offerings.

CivicScience's analysis of over 30,000 Trump and Harris voters' media habits prior to the November 2024 election reveals significant disparities in consumption patterns across social media, cable news, streaming services, and traditional media platforms, led by CivicScience CEO John Dick.

The Key points:

• Voters of Harris have been dominating newer social platforms such as Threads, Instagram, TikTok, LinkedIn; whereas Trump voters find more affinity with Twitter/X

• The users of Facebook are almost equal in terms of use, whereas female voters of both camps use more than males

• Males Harris voters lead cable news consumption (71%), and also with clear partisan preferences for some networks

• High podcast listening rates have come out among Male Trump voters

• Streaming services like Disney+, Hulu, and Amazon Prime Video are significantly favoring Harris voters

The Big Picture: The results point to the following opportunities in the podcast business: to capitalize on niche conservative listeners, bring diversity to content, and help bridge the gap in the polarized media environment.

However, they also pose significant challenges in effectively reaching and engaging with Harris voters through podcast platforms. The high engagement from male Trump voters suggests an untapped market for conservative-focused podcast content, while also highlighting potential gaps in reaching Harris voters.

Podcast producers can leverage this data to tailor content and advertising strategies, creating shows that bridge divides or cater to specific audience segments more effectively. Moreover, this fragmentation allows advertisers to reach specific demographics of voters in more targeted ways by sponsoring podcasts that tend to appeal specifically to male Trump voters or Harris voters through the hosting of content on Spotify and Apple Podcasts.

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