Rumble vs. Traditional Media: A Look at Viewer Migration Trends

The media landscape is experiencing a seismic shift. While traditional broadcast and cable television continue their steady decline, alternative video platforms like Rumble are emerging as significant players in the content consumption ecosystem.

Our comprehensive analysis reveals fascinating migration patterns that are reshaping how audiences consume media in 2024 and beyond.

The Traditional Media Exodus: By the Numbers

Traditional television is hemorrhaging viewers at an unprecedented rate. According to Nielsen's November 2024 report, streaming accounts for 41.6% of time spent watching TV in November, marking the highest share of TV usage ever recorded in Nielsen's The Gauge™.

The statistics paint a stark picture of traditional media's decline. Cord-cutting has significantly impacted the cable television industry, resulting in a 20% decline in pay TV penetration rates between 2014 and 2023.

This has also resulted in a decrease of $13.88 billion in the pay-TV revenue between 2017 and 2022.

More dramatically, traditional pay-TV providers lost around 6 million pay-TV subscribers each year from 2019 to 2022, with more than 4.5 million customers leaving in the first three quarters of 2023 alone.

Cable TV Penetration Rates: A Steep Decline

Year	Cable TV Penetration Rate	Source
2010	88%	Cable Compare
2020	65%	Industry Reports
2024	38.5%	Cable Compare
2028 (projected)	31%	Industry Projections

According to Cable Compare's 2025 analysis, cable TV penetration peaked at around 88% in 2010. By 2024, it had dropped below 50%, with some sources indicating it was as low as 38.5%.

This dramatic decline represents one of the most significant media consumption shifts in modern history.

Historical TV Viewing Share Evolution

The transformation becomes even more apparent when examining Nielsen's data over time.

According to Nielsen's June 2024 report, time spent streaming soared to 40.3% of total TV usage, topping the previous single category record set by cable in June 2021 (40.1%) and notching the highest share of TV ever reported in The Gauge at that time.

Platform Category	Q2 2024 Share	Q4 2023 Share	YoY Change
Streaming	40.3%	34.7%	+5.6%
Cable	28.3%	32.4%	-4.1%
Broadcast	21.2%	24.1%	-2.9%
Other	10.2%	8.8%	+1.4%

Rumble's Rise: Alternative Platform Growth

While traditional media struggles, platforms like Rumble are capitalizing on changing viewer preferences. During the second quarter of 2024, the monthly active users (MAU) of video platform Rumble reached an average of almost 53 million.

Though this represents a seasonal decline from Q4 2023's 67 million MAU, the platform maintains substantial audience engagement.

The platform's recent financial performance shows strong momentum. Rumble's Q3 2024 results demonstrated MAU growth to 67 million, up 26% quarter-over-quarter, alongside record revenues of $25.1 million, up 39% year-over-year.

Rumble's Key Performance Metrics (2024)

Metric	Q2 2024	Q3 2024	Growth
Monthly Active Users	53M	67M	+26% QoQ
Monthly Watch Time	8.5B minutes	~10B minutes	+17% est.
Revenue	$18.1M	$25.1M	+39% YoY
Peak Concurrent Viewers	718,909	850,000+	Record breaking

The engagement metrics reveal Rumble's growing influence in the digital space. During the second quarter of 2024, global users of video platform Rumble watched approximately 8.5 billion minutes of content on the platform per month.

This translates to roughly 141 million hours of monthly watch time—a significant achievement for an alternative platform.

According to SimilarWeb data, Rumble's global ranking has improved from 1,301 to 1,185 over recent months, with web traffic increasing by 5.36% compared to the previous month.

Additionally, Semrush data shows rumble.com is ranked #392 in the US with 47.87M traffic visits.

Rumble's Audience Demographics vs. Traditional Media

The demographic divide between traditional TV and platforms like Rumble represents one of the most significant factors driving viewer migration:

Platform	Primary Age Group	Male/Female Split	Median Age	Traffic Source
Rumble	25-34 (22.46%)	68% Male / 32% Female	~35	ThumbnailTest
Traditional TV	55+	52% Female / 48% Male	64.6	Industry Data
Cable News	65+	53% Female / 47% Male	68	Nielsen

According to ThumbnailTest's 2025 analysis, the most significant demographic of Rumble users falls between the ages of 25 and 34, followed closely by users in the 35-44 age group.

These two age groups comprise 22.46% and 18.77% of Rumble's user base respectively. Rumble.com's audience is 68% male and 32% female, representing a stark contrast to traditional television's more balanced gender distribution.

Traffic Sources and User Behavior

The data reveals interesting patterns in how users discover Rumble content:

• Direct traffic: 69.79% of desktop visits
• Social media: 12.7% of traffic (primarily from YouTube, Twitter, and Facebook)
• Search engines: Remaining percentage through organic search

This heavy reliance on direct traffic suggests strong brand loyalty and repeat viewership among Rumble's user base.

The Streaming Revolution: Nielsen's Historic Data

The most significant milestone in media consumption occurred in 2024 when streaming officially surpassed combined broadcast and cable viewing for the first time.

According to Nielsen's measurement of televisions in the U.S., broadcast and cable viewing combined to make up 44.2% of all TV watched while streaming surpassed them with 44.8%.

This represents a historic tipping point that industry analysts have been predicting for years.

As Statsignificant reports, pay TV adoption peaked in 2012, a year before Netflix's foray into original content, and has since experienced eleven consecutive years of subscriber declines.

As of 2023, the number of households with cable, satellite, or telco TV has decreased by 44% compared to its 2012 high.

The Cord-Cutting Acceleration: 2024 Data

The pace of cord-cutting has dramatically accelerated in recent years:

Year	Traditional Pay-TV Losses	Cumulative Impact
2019	6 million subscribers	Industry decline begins
2022	6 million subscribers	$13.88B revenue loss (2017-2022)
2023	4.5 million (first 3 quarters)	44% decline from 2012 peak
2024	Over 1 million internet cancellations	"Cord Cutting 2.0" begins

Most significantly, over 1 million Americans canceled their cable TV-provided internet subscriptions in 2024, accelerating a trend dubbed "Cord Cutting 2.0."

This exodus marks a pivotal moment where consumers are not just abandoning traditional TV services, but cutting ties with cable companies entirely.

Creator Migration: The Driving Force Behind Platform Switch

The migration isn't just about audience preferences—it's being accelerated by content creator movements. High-profile creators are increasingly exploring alternative platforms, driven by monetization opportunities and content freedom concerns.

According to The Globe and Mail's analysis, Rumble's Monthly Active Users increased to 53 million in Q2 2024, up from 50 million in Q1 2024, driven largely by increased interest in political news and high-profile creator partnerships.

Content Creator Monetization Opportunities

The financial incentives for creators switching to alternative platforms are substantial.

ThumbnailTest data shows that content creators on Rumble can earn between $2 and $10 per 1,000 views, which often exceeds YouTube's standard monetization rates for similar content categories.

Major Creator Migration Events (2024)

Creator/Entity	Platform Move	Impact	Date
Dr Disrespect	YouTube → Rumble Gaming	Equity deal + exclusive content	November 2024
Dan Bongino Show	Multi-platform → Primary Rumble	~50,000 average viewers	Q2 2024
Steven Crowder	Expanded Rumble presence	74,300 average viewers	Q2 2024
Power Slap	Traditional → Rumble exclusive	49,300 average viewers	Q2 2024

The most significant development was Dr Disrespect's November 2024 deal, where creator Guy "Dr Disrespect" Beahm signed to produce both free and exclusive content on the platform and head Rumble Gaming.

The deal included equity in the company, signaling Rumble's serious commitment to attracting top-tier talent.

Live Streaming Breakthrough Moments

Rumble has demonstrated its capability to handle massive live audiences during key events. According to company reports, Rumble set a new record with 718,909 concurrent live stream viewers during a political debate in Q2 2024.

This represents a significant milestone for any alternative platform competing against established players.

Migration Facilitation Tools

Rumble has strategically positioned itself to ease creator migration by developing tools that allow creators to import their videos directly from YouTube.

This ensures minimal disruption to their existing audience while tapping into Rumble's unique monetization opportunities and less restrictive content policies.

Revenue Impact: The Multi-Billion Dollar Shift

The viewer migration has massive financial implications for traditional media companies. According to Statsignificant's analysis, the shift toward streaming services and cord-cutting resulted in a $13.88 billion decrease in pay-TV revenue between 2017 and 2022 alone.

Traditional Media Financial Decline (Recent Data)

The financial impact extends beyond just subscription losses. Cable cutting statistics for 2025 reveal that traditional pay-TV providers are facing unprecedented revenue challenges:

Financial Impact Category	2017-2022 Loss	Projected 2025-2027
Pay-TV Revenue Decline	$13.88 billion	Additional $15-20B estimated
Advertising Revenue Impact	15-20% decline	Further 25-30% decline projected
Subscriber Base Erosion	44% vs. 2012 peak	60%+ vs. 2012 peak expected

These numbers underscore the urgency traditional broadcasters face in adapting to changing consumption patterns. The acceleration of cord-cutting means that revenue streams that took decades to build are disappearing within just a few years.

Why Viewers Are Migrating: The Core Drivers

Our analysis of multiple data sources reveals several key factors driving viewer migration from traditional media to alternative platforms like Rumble:

Primary Migration Motivations (2024 Survey Data)

According to Statista's early 2024 survey, the rising costs of pay TV is the main reason for cutting the cord. Furthermore, one in five respondents stated they no longer needed cable to watch what they were interested in.

Migration Driver	Percentage of Respondents	Source
Rising costs of pay TV	45%	Statista 2024
Content availability elsewhere	20%	Statista 2024
Streaming service preference	18%	Industry surveys
Content censorship concerns	12%	Alternative platform surveys
Interactive features	5%	User preference studies

The Age Gap Crisis

The demographic data reveals a fundamental generational divide that traditional media has failed to bridge:

• Traditional TV median age: 64.6 years
• Cable news median age: 68 years
• Rumble's primary demographic: 25-44 years (41.23% combined)

This 25-40 year age gap represents more than just viewer preferences—it signals a complete disconnect between traditional media content strategies and the interests of younger audiences.

Content Freedom and Platform Policies

Alternative platforms like Rumble have positioned themselves as offering greater content freedom compared to traditional broadcasters and mainstream digital platforms.

This has attracted creators and viewers who feel constrained by traditional media gatekeeping and content moderation policies.

Interactive and Community Features

Unlike traditional broadcast television, platforms like Rumble offer:

• Real-time chat during live streams
• Direct creator-audience interaction
• Community building features
• User-generated content integration
• Transparent monetization models

These features create a more engaged viewing experience that traditional media struggles to replicate.

Looking Forward: Predictions for 2025-2027

Based on current trends and comprehensive data analysis, we anticipate several critical developments:

Projected Market Share Evolution

Platform Category	2024 Share	2027 Projected Share	Change
Streaming Services	41.6%	55-60%	+15-20%
Cable TV	28.3%	15-18%	-10-13%
Broadcast TV	21.2%	18-20%	-1-3%
Alternative Platforms	2-3%	8-12%	+6-9%

Key Predictions for the Next Three Years:

1. Accelerated Cable Decline: With penetration rates already below 40%, industry projections suggest cable TV will become a niche service serving primarily older demographics by 2027.

2. Alternative Platform Consolidation: Platforms like Rumble will likely see increased investment and creator acquisition as they compete for market share. We expect Rumble's MAU to potentially reach 100+ million by 2027 if current growth trends continue.

3. Traditional Media Streaming Pivot: Legacy broadcasters will need to develop streaming-first strategies or risk further audience erosion. Many will likely launch their own alternative platform initiatives.

4. Revenue Redistribution: The $13.88 billion revenue decline already experienced by traditional media will likely accelerate, with an additional $15-20 billion potentially flowing to streaming and alternative platforms by 2027.

Creator Economy Transformation

The creator economy will undergo significant changes as alternative platforms mature:

• Diversified Revenue Streams: Creators will increasingly rely on multiple platform monetization rather than single-platform dependence
• Direct Fan Monetization: Platforms like Rumble will likely introduce more direct creator-to-fan payment systems
• Content Exclusivity Deals: Expect more high-profile creators to sign platform-exclusive agreements similar to Dr Disrespect's Rumble deal

Strategic Implications for Stakeholders

For Content Creators

The migration trends present both opportunities and challenges:

Opportunities:

• Early Adopter Advantage: Creators joining growing platforms like Rumble often benefit from preferential algorithmic treatment and better monetization terms
• Audience Diversification: Multi-platform presence reduces dependence on any single platform's policy changes
• Enhanced Creative Freedom: Alternative platforms often offer more flexible content guidelines

Challenges:

• Audience Fragmentation: Building audiences across multiple platforms requires more resources
• Platform Risk: Newer platforms may face stability issues or policy changes
• Monetization Uncertainty: Revenue streams on alternative platforms may be less predictable

For Traditional Media Companies

Legacy media companies face existential decisions:

Immediate Actions Required:

• Develop comprehensive streaming strategies beyond basic catch-up TV
• Invest in interactive and community-building features
• Reassess content strategies to appeal to younger demographics
• Consider partnerships with or acquisitions of alternative platforms

Long-term Survival Strategies:

• Transform linear broadcast models to on-demand, personalized content delivery
• Implement creator partnership programs to compete with platforms like Rumble
• Develop direct-to-consumer revenue models that don't rely on traditional advertising

For Advertisers and Marketers

The shifting landscape requires new approaches:

Budget Reallocation: Traditional TV advertising budgets should increasingly shift toward streaming and alternative platforms where audiences are migrating

Content Integration: Rather than traditional ad spots, brands need to explore creator partnerships and integrated content approaches on platforms like Rumble

Demographic Targeting: The age gap between traditional and alternative platform audiences requires completely different messaging strategies

The Broader Implications

Cultural and Social Impact

The viewer migration represents more than just a business trend—it reflects fundamental changes in how society consumes and interacts with media:

Information Diversity: Alternative platforms like Rumble are creating more diverse information ecosystems, though this also raises questions about information quality and verification

Community Formation: Platform-based communities are replacing traditional geographic or demographic media consumption patterns

Creator Empowerment: Individual content creators now wield influence comparable to traditional media organizations

Technological Innovation Drivers

The competition between traditional and alternative platforms is accelerating technological innovation:

Enhanced Streaming Technology: Platforms are investing heavily in reducing latency and improving video quality

AI-Powered Personalization: Both traditional and alternative platforms are using AI to better match content with viewer preferences

Interactive Features: Real-time interaction capabilities are becoming standard expectations rather than novelties

Conclusion: The New Media Reality

The migration from traditional media to alternative platforms like Rumble represents one of the most significant shifts in media consumption patterns since the advent of television itself.

With streaming now accounting for over 41% of total TV viewing time and over 1 million Americans canceling cable internet in 2024, we're witnessing the emergence of a fundamentally different media landscape.

The data clearly shows this isn't a temporary trend but a permanent transformation.

Traditional media companies that fail to adapt risk becoming irrelevant, while alternative platforms like Rumble that successfully capture migrating audiences stand to benefit enormously from this historic shift.

For content creators, the message is clear: the future belongs to those who can navigate this multi-platform ecosystem effectively while building authentic connections with their audiences across diverse digital environments.

The winners will be those who recognize that viewer migration isn't just about technology—it's about meeting audiences where they are and giving them the content, interaction, and community experiences they increasingly demand.

As we move toward 2027, expect this migration to accelerate rather than slow down. The traditional media landscape as we've known it for decades is fundamentally changing, and those who adapt quickly will thrive in this new reality.