CNN continues to grapple with declining viewership and internal dissatisfaction as the network faces one of its most challenging periods in recent history.
The network has seen a significant drop in its audience, especially since the 2023 election season, and is navigating backlash from both staff and viewers over its coverage decisions and leadership changes.
According to Nielsen Media Research data reported by Mediaite, CNN’s daily viewership among the 24-54 demographic—known as “demo viewers”—fell from 94,000 in 2022 to 92,000 in 2023.
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The network accounted for only 11 percent of cable news viewers during prime time last month following the election, marking a 52 percent decline in prime-time viewership since President-elect Donald Trump’s victory.
CNN insiders, speaking anonymously to The Washington Post, pointed to the network’s handling of Trump-related coverage as a key factor in its ratings slump.
A controversial town hall with Trump in May 2023 and a perceived lack of fact-checking during a debate sparked discontent among staff and viewers alike.
“It is widely felt at CNN that we didn’t meet the mark,” one journalist said of the network’s election coverage.
Another added, “The viewers are pretty smart. I think a lot of it can be explained by the viewers making a decision that they just don’t like what we’re doing.”
CNN’s recent leadership changes have added to the turmoil.
Former CEO Chris Licht was ousted after a brief tenure marked by an effort to make the network appeal to a broader political audience.
Licht was replaced by Mark Thompson, former co-chief of The New York Times.
During Licht’s time, the network parted ways with several left-leaning personalities, including veteran anchor Chris Wallace and political journalist John Harwood.
Harwood’s departure came after he referred to Trump as a “dishonest demagogue,” fueling speculation that his exit was tied to the network’s shifting approach.
Today, Republican strategist Scott Jennings is a regular contributor on CNN, a move that has caused unease among some progressive staffers.
Mark Thompson’s leadership is expected to focus on a mediated approach, in contrast to former CEO Jeff Zucker’s confrontational style during Trump’s previous term.
Zucker frequently clashed with Trump, while Thompson faces the challenge of balancing journalistic integrity with ratings recovery.
Amid its struggles, CNN launched a $3.99 subscription service for online content in an attempt to diversify its revenue streams.
However, former CNN journalist Chris Cillizza noted the network’s difficulty in carving out a profitable space in the crowded media landscape.
“CNN is known for breaking news,” Cillizza said. “People turn it on when something big happens. And I think that’s a really good brand journalistically, but I just don’t know how you make money off it.”
TV ratings remain crucial for the network’s financial health and reputation.
“Ratings control everything,” a former senior producer said. “It controls the money, it controls the influence, and it’s a huge morale issue. Right now, TV is where the money is and where the reputation is.”
Despite its challenges, CNN highlighted some areas of growth in a recent news release.
The network reported being the fourth most-watched daytime cable network, averaging 493,000 total viewers, and noted a 20 percent increase in its prime-time audience compared with 2023.
As CNN navigates this period of upheaval, its ability to adapt to changing viewer preferences and restore trust with its audience will determine its future trajectory in the competitive media industry.
As ratings crater, CNN is set to ‘axe top stars in layoffs that’ll see hundreds fired’ per Daily Mail.
Here, CNN’s Brian Stelter and Abby Phillip explain to viewers that tanking public trust in media isn’t the fault of the media —
— it’s the fault of Americans believing lies… pic.twitter.com/X3zVxTfjUm
— Western Lensman (@WesternLensman) November 12, 2024
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