thumbnail

Fox News, the longtime ratings leader in cable news, is facing an unprecedented viewership crisis. Recent Nielsen data reveals that the network’s total day audience has plummeted 27% compared to October of last year. Even more alarming, in the key 25-54 demographic—the group advertisers covet most—Fox attracted just 98,000 viewers, marking its lowest monthly performance in 25 years. This decline comes at a time when cable news typically gains momentum ahead of midterm elections, making the drop particularly puzzling and concerning for the network.

The Numbers Behind the Slide

The statistics paint a stark picture. Fox’s total day audience is down significantly, and its primetime lineup has also suffered. For the second consecutive month, “Fox & Friends” failed to crack one million viewers, and its demo numbers were the worst since June 2001—before the 9/11 attacks. Meanwhile, competitors are surging: MSNBC’s daytime audience is up 16%, and CNN’s is up 3%. This divergence is especially notable because viewership usually rises across all networks as midterms approach. Yet Fox is losing ground while others gain.

Despite these losses, Fox remains the dominant force in cable news overall, still outpacing MSNBC and CNN combined. However, the trend is unmistakable: the floor is falling out from under them. The network’s slide began in September, when its audience dropped 31% for the month—before it started cutting away from Trump rallies. The timing suggests that the decline is not solely due to programming changes but reflects a deeper malaise.

Trump’s Theory: Fox Abandoned Him

Former President Donald Trump has offered his own explanation for the ratings slump. In a Truth Social post, he warned Fox to “cover our happenings and not the opposition to greatness for America or Fox News will soon have the ratings of fake news CNN or MS Now.” Trump believes that Fox’s decision to scale back coverage of his rallies is the culprit. He points to sold-out arenas and “tremendous love” at his events, yet Fox has increasingly chosen to cut away from them.

For instance, on October 7, during a rally in San Antonio, Laura Ingram went live but dropped coverage as soon as Trump began speaking, opting instead to air an interview with Jeff Bezos. Similarly, Fox largely ignored Trump’s Ohio rally except for a brief mention of his comments on data centers. Trump has now turned to RSBN (Right Side Broadcasting Network), a YouTube channel, to broadcast his rallies, claiming their ratings have “gone through the roof.” However, RSBN’s numbers are not measured by Nielsen, and its spokesman admits they are not competing with Fox. The pipeline from Fox to Newsmax to OAN to RSBN represents a troubling migration for the network.

Fox’s Counterargument: Trump Doesn’t Rate Anymore

Inside Fox, the narrative is different. An anonymous host told CNN’s Brian Stelter, “This is coming from the top down. And the thinking inside the building is, frankly, Trump doesn’t rate anymore.” This view is supported by data. In September, Fox carried Trump’s midterm convention speech live, and despite heavy promotion, it drew only 2.5 million viewers—compared to 25 million for the NFL opener that night. Fox’s ratings barely moved. The week of October 5, Rachel Maddow, who airs only one night a week, beat “The Five” in the demo. These numbers suggest that Trump’s appeal may be waning, even among Fox’s audience.

Fox has historically distanced itself from Trump during midterm seasons. In 2018, 2021, and 2022, the network dropped live rally coverage, essentially pretending they didn’t exist, and its audience remained stable. A former Fox staffer told the Daily Beast, “Trump needs Fox way more than Fox needs him.” This time, however, the audience is not staying. The decline began before the rally cutaways, indicating that other factors are at play.

Programming Choices: Booking Democrats and Shifting Focus

Fox has also been booking more Democratic guests, a move that has irked Trump. Martha MacCallum interviewed Dr. Elsayed, and the network did a sit-down with Dan Osborn, the independent Senate candidate in Nebraska. Trump criticized Fox for “spending far too much time putting on the opponents of Republican Party candidates,” blaming this for making the race close. Indeed, Fox’s own power rankings now show the Senate as a toss-up, moving Ohio to “lean Democrat.” The network also reported Trump’s approval rating at 31% in a Reuters poll, a negative signal for the former president.

These programming decisions reflect a broader shift at Fox, which seems to be trying to appeal to a wider audience by including diverse viewpoints. But the strategy may be backfiring. Core viewers who tune in for conservative commentary may be turning away, while new viewers are not replacing them. The network finds itself in a precarious position, alienating its base while failing to attract new demographics.

The Broader Implications

The ratings decline is not just a Fox problem; it signals a potential realignment in cable news. If Fox continues to lose viewers, it could embolden competitors and reshape the media landscape. Already, MSNBC and CNN are gaining ground, and the midterms could accelerate this trend. For Fox, the challenge is to stanch the bleeding without further alienating its core audience. The network must navigate a narrow path between covering Trump—who remains popular with a segment of the base—and appealing to moderates who are turned off by his rhetoric.

Moreover, the rise of alternative media like RSBN suggests that some viewers are seeking news sources that align more closely with their views. While RSBN’s reach is limited, it represents a fragmenting of the conservative media ecosystem. Fox can no longer take its dominance for granted. The network must adapt to a changing landscape where loyalty is not guaranteed.

Conclusion

Fox News is at a crossroads. The 25-year low in viewership is a wake-up call. Whether the cause is Trump’s declining appeal, programming choices, or external competition, the network must address the underlying issues. The midterms will be a critical test. If Fox fails to recover, it may find itself ceding its long-held crown. For now, all eyes are on the numbers—and the blame game continues. One thing is clear: the era of unquestioned dominance is over, and Fox must fight to retain its audience in a increasingly crowded and fragmented media environment.