Last week, we told you about Media Matters’ new study documenting that the most popular online shows and streamers are overwhelmingly right-leaning. The findings are startling, and I invite you to read the study here. This week, we wanted to discuss more about the implications of this study, so I spoke to its author, Kayla Gogarty, and asked for her insight.
What were the conclusions of your study and what, if anything, surprised you?
Our study reveals the right is dominating the online media ecosystem — the extent of which was even surprising to me. The right has substantially larger audiences and is more prominently seeping into nonpolitical spaces.
First, we found that right-leaning shows had at least 480.6 million total followers and subscribers across streaming and social media platforms — nearly five times more than left-leaning shows. And 9 out of the 10 online shows with the largest followings across platforms were right-leaning.
Second, the study shows how the right has expanded its reach across a variety of genres — like sports, entertainment, and comedy. The analysis found over a third of the online shows in the study self-identify as comedy, sports, and other supposedly nonpolitical categories. Nearly three-quarters of those shows were right-leaning.
How do you think the right gained such dominance in the world of online shows?
Right-wing figures and politicians have spent decades building up a massive ecosystem to spread their narratives. They’re better than progressives at evolving to reach Americans wherever they get their news, expanding beyond print and television media into talk radio, social media, and now online shows.
The right has also exploited social media platforms, using outrage and fearmongering — which gets more clicks and is more likely to be boosted by algorithms than dry facts and statistics.
The left needs better storytelling that invokes emotion, not only to change hearts and minds but also to be spread by algorithms. Until progressives adapt and find ways to engage Americans, their content will continue to struggle to break through.
What do you think people should do when they're consuming online shows?
My personal rule is to take news and hot takes with a grain of salt and verify news with at least two reputable mainstream sources before sharing it with others. Our findings underscore the right’s disproportionate reach to a wide variety of audiences — and a media environment that allows the right to shape political discourse and public perception, more easily spread misinformation, and drown out the truth. This makes it even more important for us to be cautious about the information and news we consume and share.
Progressives should support and listen to progressive creators and engage with their content.
If you would like to hear more from Kayla, I recommend you check out her interview on The New Abnormal.