In the crowded arena of political media, some outlets are finding unexpected paths to growth. The Bulwark, a center-right publication established in the wake of The Weekly Standard’s closure, has discovered a digital sweet spot that’s driving remarkable audience expansion.
The numbers tell a compelling story. According to Jonathan Last, the publication’s publisher, The Bulwark’s YouTube channel has seen its subscription growth triple in recent months. This surge comes as traditional cable news networks like CNN and MSNBC face declining viewership and increasing challenges in connecting with audiences seeking nuanced political analysis.
“We’re reaching people who are hungry for thoughtful commentary that isn’t shouting or performative,” Last told me during our conversation last week. “These viewers want substance, and they’re finding it in longer-form video discussions that dive deeper than the typical cable news segment allows.”
The Bulwark’s approach differs significantly from cable’s rapid-fire format. Their YouTube content features extended conversations and analysis, often running 30 minutes or longer. This depth appears to resonate with viewers fatigued by traditional news formats.
What’s particularly notable about this growth is the demographic reach. The publication is attracting viewers across age groups, defying conventional wisdom about digital media consumption patterns. While younger audiences have traditionally led the migration to digital platforms, The Bulwark’s expansion suggests a broader shift in how Americans across generations now consume political content.
Former Republican strategist Sarah Longwell, one of The Bulwark’s founders, believes this trend reflects a fundamental change in media consumption habits. “People are increasingly curating their own news experience,” Longwell explained in a recent Epochedge Politics interview. “They want trusted voices they can return to consistently, not just random clips in their feed.”
The publication’s rise coincides with significant upheaval in traditional media. According to Pew Research Center data, cable news viewership declined by approximately 18% in 2023, continuing a multi-year trend. Meanwhile, digital-first news operations have seen varying degrees of success in capturing this migrating audience.
The Department of Labor’s Bureau of Labor Statistics reports that employment in traditional publishing has decreased by nearly 25% over the past decade, while digital media roles have increased, though not enough to offset overall industry job losses. This shifting landscape creates both challenges and opportunities for publications navigating the digital transition.
For The Bulwark, YouTube success represents just one component of a broader strategy. The outlet employs a multi-platform approach including podcasts, newsletters, and a membership program that generates revenue directly from readers rather than relying solely on advertising.
Media analyst Thomas Patterson of Harvard’s Shorenstein Center points to this diversified approach as increasingly essential. “News organizations need multiple revenue streams and platform presences to survive in today’s fragmented media environment,” Patterson noted in his recent analysis of digital news sustainability. “The successful ones are creating communities, not just content.”
This community-building aspect seems central to The Bulwark’s growth strategy. Their YouTube comments sections feature robust discussion among regular viewers who appear to value the platform’s more deliberative pace and tone. This engagement extends to their podcast audience, creating an ecosystem of content that serves different user preferences.
Industry observers suggest The Bulwark’s positioning—critical of both extremes in American politics—may be filling a market gap. According to media consultant Rebecca Thorpe, “There’s significant audience demand for content that isn’t aligned with either political pole. These viewers often feel underserved by major networks.”
Looking ahead to 2025, Last indicates The Bulwark plans to expand its video offerings while maintaining the approach that’s driving current growth. “We’re not trying to be everything to everyone,” he said. “We’re focused on doing a few things exceptionally well for an audience that values substantive political analysis.”
This focus on depth over breadth contrasts with strategies at larger media organizations that often pursue scale across multiple content areas. For specialized outlets like The Bulwark, the narrower approach may actually provide competitive advantage in attracting and retaining loyal audiences.
As Americans’ media consumption habits continue evolving, The Bulwark’s experience suggests there’s still room for growth in political media—if outlets can adapt to changing platform preferences and audience expectations. Their YouTube success offers one potential roadmap for publications navigating the challenging transition from traditional to digital distribution channels.
The next challenge for growing digital publishers will be converting viewership into sustainable revenue. While subscription growth represents a promising metric, translating that audience into financial stability remains the industry’s perpetual puzzle. For now, The Bulwark’s expanding digital footprint demonstrates that even in a fractured media landscape, there are paths to building new audiences for political journalism.
