How the 2024 U.S. Elections Highlighted the Changing Information Landscape
Franc Smidt, Editor
November 24, 2024, Czech Republic
The shift from traditional media to digital platforms has become one of the key trends of the past decade. The 2024 U.S. presidential election only amplified this transition, demonstrating how social networks, podcasts, and bloggers are displacing traditional sources of information such as newspapers and television channels. Let’s explore the main causes and consequences of this phenomenon, supported by new data and statistics, including insights from the European Union and Germany.
Audience Preferences by Age
Modern audiences increasingly rely on digital platforms for news. Research by Pew Research Center shows that 73% of Americans under 30 regularly get their news via social media. Among the 30-49 age group, this figure stands at 54%, while for older generations (50+), it’s about 28%.
Key Platforms and Their Metrics:
| Platform | Target Audience | Share of Active Users | Features |
| TikTok and Instagram | Up to 25 years old | More than 67% | Leaders among youth, especially for entertainment content. |
| YouTube | All age groups, especially 18-34 years | 81% regular viewers | A universal platform for long formats and educational content. |
| Over 40 years old | Main source of news for older audiences | The number of users among teenagers and youth is relatively smaller than TikTok. | |
| Twitter (X) | 30-50 years old | 70% of US users actively read news | Popular among professionals, politicians, and for discussing hot topics. |
| WeChat (China) | All age groups, especially 20-40 years | Over 1.3 billion active users per month | Multifunctional platform for communication, news, and payments. |
In the European Union and Germany, similar trends are observed. According to Website Rating data, approximately 59.3% of the global population uses at least one social media platform, and this figure continues to grow. In Germany, 93% of the population has access to the internet, and 87% of them use social networks, with an average of five accounts per user. Tatsachen über Deutschland
The Role of Social Media and Influencers with Million-Strong Followings
Social media has become not just a place for communication but also a powerful channel for news dissemination. TikTok is a prime example. Videos on political topics created by independent authors garner millions of views, often surpassing the reach of traditional media.
Example: A video by Harry Sisson, a Democratic Party supporter, on Trump’s victory received 6.9 million views on TikTok. By comparison, similar videos by NBC News and CBS News each garnered less than 3 million views.
On YouTube, bloggers with millions of followers, such as Joe Rogan, have become significant sources of political information. His interview with Trump garnered 45 million views and 25 million listens on Spotify—figures that far exceed the audience of evening news on the largest television networks.
In Germany, social media also plays a major role in political discourse. For instance, the Alternative for Germany (AfD) party actively uses TikTok to spread its content, increasing its popularity among younger audiences. Deutsche Welle
TikTok: Instant News and Viral Campaigns
TikTok has demonstrated how quickly content can go viral. Political memes, short exposés, and activist campaigns gain millions of views in mere hours. This allows politicians and activists to influence public opinion almost instantly.
Interesting Fact: Around 45% of TikTok users reported seeing political news and memes in their feed during the election campaign. This makes the platform not only entertaining but also a powerful tool for shaping opinions.
In Germany, TikTok is also becoming an important channel for political communication. Studies show that content related to political parties like the AfD reaches a far broader audience on TikTok compared to traditional media. Deutsche Welle
YouTube: The New Mainstage
YouTube has become a platform for long-form content, enabling politicians to elaborate on their positions. Podcasts, interviews, and documentary videos attract massive audiences.
Trump’s appearance on Joe Rogan’s podcast garnered 45 million views. Democratic campaign videos often achieve 3 to 15 million views. Republican campaigns leverage channels with 500,000 to 1 million subscribers for targeted voter outreach.
In Europe and Germany, YouTube is also a popular platform for political content. Some prominent German politicians and parties maintain their own channels, publishing interviews, debates, and analyses to engage a young and active audience. Those who fail to adopt these new platforms risk losing influence over the masses.
The Decline of Traditional Media (Continuation)
Even on U.S. election night, Fox News attracted only 10.3 million viewers, MSNBC 6 million, and CNN 5.1 million. For a country with a population of over 330 million, these numbers are insufficient to maintain their status as key information sources.
In Germany, traditional media is also losing influence. According to Statista, the average age of news program viewers on German television exceeds 60, while younger audiences increasingly prefer social media and digital platforms. Publications like Die Zeit and Frankfurter Allgemeine Zeitung are actively transitioning to online formats but struggle to compete with viral content on TikTok and YouTube.
Fragmentation of the Media Landscape
In Europe, as in the U.S., the media landscape is becoming increasingly fragmented. Users often choose content that aligns with their own beliefs, avoiding alternative viewpoints. This makes the information space more divided.
In Germany, popular political channels on YouTube and TikTok, such as Rezo or Hyperbole, have become important news sources for young people, shaping their views. However, these platforms also create “media echo chambers,” where the same events are interpreted very differently depending on political preferences.
Conclusions
The 2024 U.S. elections and similar trends in Europe confirm that the era of traditional media dominance is coming to an end. Social media, YouTube, TikTok, and podcasts are becoming the new platforms for political discourse. Influencers and independent content creators can shape public opinion more effectively than the largest TV channels and newspapers. It’s worth noting that new AI tools enable popular bloggers to create their own informational niches with small teams of 3-5 people and monetize their work—a feat unattainable in traditional media with high operating costs. New formats and media reforms are inevitable.
For politicians, journalists, and media companies, adapting to these changes is essential. In an era where audiences demand personalized, fast, and interactive content, those who can leverage new platforms and technologies will succeed.
