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On Sept. 10, Charlie Kirk, 31, a close ally of U.S. President Donald Trump, was shot while speaking at Utah Valley University. The attack sent shockwaves through U.S. politics, drawing attention not only to the event itself but also to the influence Kirk and other digital figures wield in shaping public opinion. Authorities confirmed that a person of interest was being interviewed in connection with the shooting.
Kirk’s assassination underscores the growing prominence of online influencers in American political life. Unlike traditional politicians and corporate-backed media outlets, these individuals command audiences that rival—if not surpass—the reach of established institutions.
U.S. elections are among the largest political events in the world, drawing billions of dollars in campaign spending. For decades, politicians, agencies, lobby groups and corporations have tried to shape narratives through expensive advertising and traditional media.
Yet, a new reality has emerged and risen in the last presidential elections: individual online personalities—comedians, debaters, and influencers—are now shaping the political landscape more decisively than well-funded institutions.
These figures are not confined to internet culture. Their reach extends beyond screens, influencing voter perceptions and political debates in ways traditional campaign tools cannot replicate. Kirk, a prominent conservative voice, embodied this new class of digital power brokers.
A recent study highlights how conservatives have come to dominate the U.S. online media ecosystem. According to research by the progressive media watchdog Media Matters, Americans are increasingly consuming news and political content from online shows and digital broadcasters rather than mainstream outlets. This was one of the main factors contributing to the Democrats' loss in the last election.
Of the 320 online programs analyzed in 2024, 191 were identified as conservative-leaning, and 129 as liberal-leaning. The dominance is not only about numbers but also about influence. Conservatives show command of the majority of followers and engagement, extending their reach far beyond liberal competitors.
Out of those, Charlie Kirk was in the list of the top five right-leaning streamers.
Conservative-oriented programs have accumulated an audience of 480.6 million followers, five times more than liberal shows. Platforms such as YouTube, Rumble, and Spotify play a pivotal role in sustaining these audiences.
The viewership gap is stark. Conservative shows have registered 65 billion views on YouTube, compared with 31.5 billion for liberal-leaning content. This disparity indicates not only broader reach but also deeper engagement, with conservative creators establishing themselves as central figures in political and cultural conversations.
A significant portion of right-leaning online content thrives in spaces not directly labeled as political. Comedians like Joe Rogan, sportsmen, and general entertainment programs are increasingly infused with conservative themes and messages.
Personalities such as Theo Von, Jordan B. Peterson and Ben Shapiro exemplify this crossover, delivering ideological messaging under different identities. This blending of entertainment with politics expands the reach of conservative voices into demographics that might otherwise disengage from direct political content.
The 2024 U.S. election illustrated the influence of online media. Donald Trump leveraged appearances on popular shows to reach an audience of 23.5 million Americans before the election. His opponent, Kamala Harris, managed just 6.4 million through similar channels.
The gap reflects not only strategic differences but also a broader structural imbalance. Conservative shows already had the infrastructure and loyal audiences in place, enabling Republican figures to amplify their campaigns effectively through these platforms.
Charlie Kirk's reach and influence over the conservative community were a crucial factor not only in the Republican Party's message, but also in President Donald Trump's political rise.
The assassination of Charlie Kirk is now making everything more serious, and especially the growing role of individual influencers in American politics. Unlike traditional media figures, these personalities cannot be controlled by party structures or corporate interests. Their independence, coupled with their ability to engage millions directly, positions them as central players in shaping U.S. political discourse.
As the 2024 election cycle showed, digital influencers now play a more decisive role than billion-dollar advertising campaigns. The transformation of political communication will be more operative than casual entertainment.
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