Candidates Turn to Podcasts to Win Over Youth Vote

RADIO ONLINE | Wednesday, October 9, 2024

Edison Research

With less than a month to go before the U.S. presidential election, both Vice President Kamala Harris and former President Donald Trump are making strategic moves to appeal to one of the most pivotal voter groups: young undecided voters. As polls show a close race between the two, the campaigns are turning to podcasts as a powerful tool to reach younger audiences who are often disengaged from traditional political messaging.

According to Edison Research's 2024 Infinite Dial report, 55% of people aged 18-34 don't identify with either the Democratic or Republican parties, with 38% considering themselves Independents. This group of voters is critical, and podcasts, which reach 48% of those aged 18-34 in the U.S. weekly, are emerging as a key medium for the candidates to connect with them.

In the past week, both Harris and Trump have made appearances on some of the most popular podcasts in the country. Vice President Harris appeared on Call Her Daddy, a show hosted by Alex Cooper that ranks seventh in weekly U.S. podcast audience size and is particularly popular among young women, ranking second among women aged 18-29. Harris also recently appeared on All the Smoke, a show hosted by former NBA players Matt Barnes and Stephen Jackson. The show ranks 18th among African-American listeners and has an audience largely composed of men aged 25-44, indicating a focus on securing support from younger, non-white male voters.

Former President Trump has also used podcasts to reach a younger demographic. He appeared on This Past Weekend w/Theo Von, a show that ranks #9 in overall podcast audience size and #5 among men aged 18-34. Trump also featured on the Lex Fridman Podcast, which ranks #58 overall and is particularly popular among younger white men. These appearances suggest that the Trump campaign is aiming to capture a similar segment of undecided voters, focusing on younger white men.

Both campaigns appear to be leveraging the growing influence of podcasts to target young, persuadable voters. By appearing on popular shows with diverse audiences, Harris and Trump hope to expand their reach in the final weeks of the election.

As Election Day approaches, the use of new media strategies like podcasting reflects the candidates' recognition of shifting voter habits and the importance of directly engaging with younger audiences.