As CNN grapples with plummeting viewership and declining ratings, the network’s left-leaning journalists are pointing to a potential cause they believe could be to blame: a perceived “softening” in their coverage of Donald Trump. According to anonymous sources within the network who spoke to The Washington Post, CNN’s decision to take a more balanced approach to covering the former president is alienating its audience, particularly in the crucial 24-54 age demographic.
Readers may find themselves perplexed by this analysis, as MSNBC — renowned for hosts and anchors relentlessly attacking President Trump — is suffering from similar ratings.
Public trust in traditional media has been in steep and rapid decline, and is currently at a historic low.
Considering the way viewership nosedived for both CNN and MSNBC in the aftermath of the election as they were already in decline, some might wonder if their dwindling audiences lost their remaining trust in these institutions after their predictions, warnings and analyses were proved demonstrably false by Trump’s stunning victory.
Since Donald Trump’s initial presidency, CNN’s ratings have been on a steady decline. According to Mediaite, the network’s prime-time viewership has plummeted by 52% since Trump’s election win. In recent months, CNN has seen record lows in its ratings, dropping to just 11% of total cable news viewers during prime-time programming. Even within its target audience—”demo viewers” between 24 and 54 years of age—CNN’s daily audience dropped by 1% from the previous year, from 94,000 to 92,000 viewers. These figures underscore a larger trend of diminishing influence and relevance, particularly as new platforms and alternative news outlets challenge CNN’s dominance in the cable news space.
While CNN remains a significant player in news coverage, its once-solid grip on the airwaves has faltered. The network has faced a series of leadership changes, with former CEO Chris Licht being replaced by Mark Thompson. Licht’s attempt to reshape CNN to appeal to a broader audience is often cited as a factor contributing to the network’s current struggles. Under Thompson, CNN is reportedly shifting towards a more “mediated” approach, moving away from the belligerent, confrontational tactics sanctioned by Jeff Zucker.
Staff members cited CNN’s failure to fact-check Trump during the initial debate with Biden as a major misstep. Some of the network’s staff privately expressed their frustration, with one journalist telling The Washington Post, “It is widely felt at CNN that we didn’t meet the mark.”
ABC vigorously “fact-checked” Donald Trump in the second presidential debate between him and Kamala Harris, and they were accused of joining the debate as opposed to moderating it and widely criticized for doing so.
The idea that reverting to blatantly biased Trump coverage will solve CNN’s ratings crisis may be misguided and out of touch. CNN’s decline in viewership has been a long-term trend, with ratings dropping across the board in cable news, with Fox News being the exception. The broader issue may not be CNN’s coverage of Trump, but rather a more fundamental disconnect between the network’s content and reality.
It’s telling that CNN is not the only cable network grappling with ratings struggles. Across the board, major cable news outlets have seen a dip in viewership, as younger audiences increasingly turn to streaming services, YouTube, and social media for their news.
Moreover, the broader shift in American politics and media is arguably less about Trump and more about the erosion of trust in traditional media institutions. CNN, like other legacy networks, has faced mounting criticism over perceived bias, sensationalism, and a failure to present news in a way that resonates with a diverse audience. As audiences fragment and seek more personalized content, CNN is struggling to find its place in a crowded media landscape.
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