The 2024 presidential race showcased significant differences in how voters supporting Donald Trump and Kamala Harris consumed news. Media consumption patterns not only reinforced partisan beliefs but also played a central role in shaping the political landscape.

Republican voters leaned heavily on diverse media sources, including national and local television, YouTube, talk radio, streaming services, and social media platforms like X (formerly Twitter). This wide range of news sources emphasized Trump’s appeal across traditional and emerging media. On the other hand, Harris voters demonstrated a preference for platforms like TikTok and newspapers, indicating a strong alignment with progressive digital platforms and traditional print media.

Cable news emerged as the most balanced source of information in the race, with only a slight partisan lean. Among cable news consumers, Trump edged Harris by 3 points, highlighting the medium’s relatively even distribution of Republican and Democratic viewers.

In contrast, other media channels revealed sharper divides. National television news leaned significantly Democratic, with a 39-point margin favoring Harris. Similarly, newspaper readership showed a 48-point lean toward Harris voters, reflecting its historical alignment with Democratic audiences. On the Republican side, Trump dominated platforms like talk radio (40-point margin) and X (41-point margin), emphasizing the GOP’s affinity for conservative talk and social media discourse.

Streaming services and Facebook also saw significant Republican margins, with Trump voters outpacing Harris supporters by 26 points and 22 points, respectively. Meanwhile, TikTok stood out as a distinctly Democratic platform, with Harris voters holding a 14-point advantage.

The gender, educational background, and partisan identity of viewers also influenced these patterns. For example, male voters and non-college-educated individuals were more likely to favor Trump’s preferred platforms, while female voters and college-educated individuals gravitated toward Harris’s sources.

These consumption trends reflect how media continues to deepen political divides, tailoring content to distinct audiences. The 2024 election serves as a reminder of the influential role media plays in shaping voter perceptions and solidifying partisan lines. Understanding these patterns can offer insights into the future of political communication and engagement.

This analysis is based on Cygnal’s probabilistic exit poll conducted on November 5, 2024, sampling 9,000 general election voters with a margin of error of ±0.99%, using SMS and online panel interviews weighted to reflect likely general election voters; comparisons to 2020 are drawn from CNN’s exit poll data.