Why Kamala and Trump are turning to podcasts to woo uncertain voters

This past Friday, former president Donald J.Trump appeared on Joe Rogan’s podcast, “The Joe Rogan Experience.” Everyone was talking about it.

Indeed, the X post announcing that Trump would do the show had been liked almost 300,000 times (and viewed more than 10 million times) in less than 24 hours.You may not think of him that way, but Rogan is arguably America’s most important, widely followed and influential media figure.Not one of the country’s primetime cable news show hosts.

Not the editor of The New York Times.Those types have been falling further down that list for years.

Taking their places are the often-uninitiated hosts of America’s most popular podcasts.Don’t believe me? Ask yourself: Why else would Donald Trump have joined comedians Andrew Schulz and Akaash Singh on their “Flagrant” podcast earlier this month? Why did Kamala Harris bother appearing on Alex Cooper’s popular podcast, “Call Her Daddy”? Why on earth would J.D.Vance agree to spend an hour being grilled on The New York Times’ “The Interview,” or two hours chatting with comedian Theo Von on “This Past Weekend”? Because these shows have large, deeply engaged audiences, giving guests a direct line to a segment of the public that’s grown sharply since the turn of the century.

These shows showcase (or even expose) the true views and personalities of their guests.In 2002, just 12% of Americans over the age of 12 reported having consumed audio content online in the preceding month, according to Pew Research.By 2023, that number came in at 75%, with 42% of Americans reporting having consumed a podcast in the prior month.

Meanwhile, barely one-third of Americans now report closely following the news.Earlier this month, Rogan hosted centrist author Michael Shellenberger, who recently ran for California governor.The episode was viewed over 1.1 million times on YouTube alone — that is, not counting views or downloads via platforms like Spotify and Apple Podcasts...