When Donald Trump claimed victory in the 2024 US election, he and his inner circle gathered on stage at the Palm Beach County Convention Center to thank and praise his faithful supporters: the voters, Melania Trump, his campaign staff and various other backers. But a more surprising group was singled out by Trump’s longtime friend Dana White: “I want to thank the Nelk Boys, Adin Ross, Theo Von, Bussin’ With The Boys, and last but not least, the mighty and powerful Joe Rogan.”

The moment was a testament to the success of Trump’s campaign media strategy. The president-elect effectively sidelined mainstream outlets in favour of alternative channels like celebrity podcasts and the livestreaming platform Twitch. His 2024 campaign pioneered podcasts as a major communication format in the same way he had with Twitter in 2016.