The Rapid Growth of TikTok and Podcasts as Trusted News Sources
The past five years have marked a game-changing shift in how Americans consume news, relying less on traditional modes of media such as print and cable news in favor of more novel digital channels, such as short-form online video and podcasts. The fast and sustained growth of these channels suggests that this is only the beginning of a permanent realignment in how people get their news. For campaigns and coalitions, this evolving digital landscape demands mastery of these platforms to ensure that persuasive messages cut through the noise as voters increasingly turn to them for information.
Background
According to a recent report from Pew Research Center, the share of American adults who regularly get their news from TikTok has increased drastically over the past five years, from just 3% in 2020 to one in five today – making it one of the fastest-growing news sources in the country. The platform has shifted from being known primarily for sharing comedic clips and viral dances to becoming a trusted outlet for news aggregation and coverage of current events. In fact, a majority of TikTok users regularly consume news from the app at rates comparable to X and Facebook – platforms that have become synonymous with news consumption in the digital age.
While this growth is evident across all age ranges, it is most pronounced among younger adults. Over 40% of those ages 18–29 regularly turn to TikTok for news, followed by a quarter of adults ages 30–49. Adults in the 50+ age range have also experienced a steady increase in reliance on TikTok for news, albeit to a lesser degree.
A similar report from Pew Research Center shows that Americans’ reliance on podcasts for news has followed a slower but equally important growth trajectory. Nearly a third of American adults often or sometimes get their news from podcasts, compared to just 22% five years ago. This growth trend is mainly driven by college-educated young adults, with listeners across the board gravitating toward in-depth news analysis programs over opinion-based shows or headline summaries. However, partisanship plays a role in determining perceived credibility – while only a minority of listeners say they trust podcasts more than other news outlets, Republicans are twice as likely as Democrats to hold this view.
Why This Matters for Reaching Voters
These findings underscore the speed at which media consumption habits are changing. Campaigns can no longer assume that voters are encountering messaging primarily through television, news outlets, or even Facebook. TikTok’s explosive growth and the continued rise of news podcasts demonstrate that people are seeking news in more personalized and less traditional spaces. Digital strategies must evolve to meet voters where they already are to remain relevant.
To be successful, special attention must be given to each platform’s specific formats. TikTok’s short-form, highly visual storytelling is vastly different from the long-form discussion-based nature of podcasts. TikTok prohibits paid political advertising, which means campaigns and advocacy groups can’t simply put spending behind ads as they might on Meta or Google. Instead, they must rely on developing organic content that is concise, engaging, and visually compelling. With algorithms shaping visibility and trust dynamics continuously evolving, campaigns must consider an approach that best optimizes this unique landscape while keeping a close eye on credibility and misinformation. Podcasts, on the other hand, reward depth, narrative, and trusted hosts. Campaigns should consider which creators and podcasters already hold credibility with their audiences, as messages resonate more strongly when delivered by a trusted voice rather than a branded broadcast.
Looking Ahead
The growth of TikTok and podcasts reflects a broader reshaping of how people access and engage with news. Information is no longer drawn from a handful of legacy outlets but gathered across highly personalized platforms. For campaigns, this shift presents both challenges and opportunities. The challenge lies in keeping pace with constantly changing algorithms, content preferences, and credibility trends. The opportunity is the ability to reach voters in more authentic, targeted ways.
TikTok, in particular, is expected to continue expanding among younger audiences. Campaigns can’t afford to overlook it. Success will come from tailoring content to the platform’s unique style while maintaining trust and accuracy. That means creating short, engaging content that resonates while also being mindful of evolving platform norms. Effectiveness will require ongoing adaptation, experimentation, and flexibility as algorithms and behaviors shift.
Together, TikTok and podcasts now shape how voters keep up with the world. Campaigns that embrace these channels will be best positioned to capture attention and drive action, while those who hesitate risk being left behind in a rapidly evolving media environment.
At BASK, we utilize short-form social videos and podcast advertising as core tools to connect with voters. Through authentic messaging, data-driven strategy, and impactful content, we help advocacy campaigns cut through the noise and drive engagement.
As media habits continue to evolve, our goal is to ensure campaigns stay ahead of the curve and reach voters where it matters most.
