The rapid decline of cable news networks has prompted potential candidates and elected officials to shift their focus to digital platforms, particularly YouTube, to engage with voters and build their own broadcast networks. This marks a significant transformation in the political communication landscape, as traditional media’s influence wanes and new digital platforms rise to prominence.
The 2028 presidential primaries are already taking place on YouTube, with candidates like Rep. Alexandria Ocasio-Cortez (D-N.Y.) and Sen. Ted Cruz (R-Texas) amassing audiences that rival or surpass those of cable news networks. Missouri Sen. Josh Hawley has accumulated millions of views, while Vivek Ramaswamy, the former 2024 GOP presidential candidate, has a subscriber count that outnumbers most Republicans, including President Donald Trump. Former Transportation Secretary Pete Buttigieg’s channel has seen remarkable growth, starting with just 28,000 subscribers and expanding to 177,000, generating nearly 10 million views and accumulating 500,000 hours of viewing time, according to a spokesperson. Kentucky Gov. Andy Beshear has also experienced a 448 percent increase in views from last year to this year.
This shift reflects a fast-changing attention economy, where the nature of effective political communication is rapidly evolving. The 2028 election cycle has the potential to be the first post-cable TV election, signaling the arrival of a post-literate era where technology displaces traditional news consumption. The ability to connect directly with millions of voters through unfiltered content is reshaping how politicians interact with their audiences.
Political strategists, like Emily Keller, a former Democratic National Committee social media director, recognize the need to diversify communication channels. Keller emphasizes that elected officials and their staff are increasingly aware that their audiences are not limited to cable news and must broaden their reach. Pete Buttigieg’s campaign has adopted a new approach, moving beyond sharing clips from media appearances to establish a direct connection with millions of Americans. This shift is evident in their strategy, which includes engaging directly with the public on the platform.
The transformation is not limited to one political party. The landscape has changed since the 2016 election, which was erroneously predicted to be the ‘Meerkat election.’ However, the current shift to YouTube signifies a lasting change in political communication. YouTube’s recent initiatives, such as hosting an exclusive NFL game broadcast and collaborating with C-SPAN, highlight its growing influence as a news platform, particularly among young men and disengaged voters.
YouTube’s expansion into the news and entertainment sectors, alongside its role in political campaigns, signals its potential as a major player in the future of media. The platform’s ability to offer broad reach, especially among younger demographics and disengaged voters, makes it an invaluable tool for politicians. This shift in political communication underscores the growing importance of digital platforms in shaping public discourse and voter engagement.
As political figures increasingly rely on YouTube to connect with their constituents, the platform continues to play a pivotal role in redefining the political landscape. This transition from traditional media to digital platforms is a testament to the changing dynamics of political communication, driven by the need to reach a wider and more diverse audience in an increasingly digital world.