Fox News Media’s licensing deal with the conservative podcast “Ruthless” is a strategic move to expand its digital footprint and tap into younger, digitally-savvy audiences, particularly men aged 18-45, who are drifting away from traditional pay-TV.
The podcast, hosted by Josh Holmes, Michael Duncan, John Ashbrook, and Shashank Tripathi (aka “Comfortably Smug”), aligns with Fox’s right-leaning editorial stance and will operate under its Digital division, with the hosts gaining exposure on the Fox News Channel as contributors.
This follows a broader trend of legacy media outlets, like ESPN with Pat McAfee’s show, partnering with digital-native creators to counter declining TV viewership and compete with streaming platforms and podcasts like Joe Rogan’s, which gained significant influence in the 2024 election.
“Ruthless” retains editorial control and shares revenue with Fox, mirroring deals like Fox Corp.’s acquisition of Red Seat Ventures to bolster conservative digital content.
Unlike TV or print media, podcasts allow hosts to retain editorial control, as with “Ruthless” and Pat McAfee’s show. This freedom enables candid discussions that resonate with audiences seeking authenticity, making podcasts a go-to for shaping narratives without heavy corporate oversight.
Podcasts drive consumer behavior through sponsorships and endorsements, while politically oriented ones like “Ruthless” can mobilize voters or shape discourse. A 2024 Pew Research study noted that 23% of podcast listeners cited shows as a key source for political information, rivaling traditional news.