Tucker Carlson is taking his antics to Twitter, and it’s no surprise that he’s found a home with Elon Musk. This pairing could be the peanut butter and chocolate of right-wing provocation. But it’s also concerning. Carlson is known for his racist rhetoric and promotion of hateful conspiracy theories like the great replacement. If he had joined a murkier corner of the right-wing mediasphere, his influence may have been diminished. However, Twitter gives him a platform where he can spew his brand of hate and have more creative freedom. It’s not unreasonable to think that Carlson’s Twitter move could work awfully well.
What is a show on Twitter? It could be a video posted every day or short clips posted all the time. It could even be something like a Twitter Space, an interactive conversation with fans, or some new format entirely. Regardless of the format, it doesn’t need to be very different from what Carlson’s already done. He’s long been the YouTubiest man on TV. Production-wise, his show should be an easy lift. The wood-paneled studio from which he broadcast his latest missive looks good enough for the internet and comports with his red state prepster vibe.
Last year, Carlson’s Fox News show attracted an audience of about 3.3 million viewers per night. In contrast, his recent Twitter video announcing the new show has been viewed more than 25 million times. If his Twitter show achieves any traction, he could remain a driving force on the political right and in the broader conversation. He could also make a lot of money doing it. If he charged his fans $5 a month, he’d need only about 330,000 subscribers to match his earnings at Fox.
A successful Carlson show could be a shot of adrenaline for Musk’s flailing purchase of Twitter. His primary revenue stream, advertising, has plummeted, and he’s been looking for other ways to make money. Tapping into the creator economy that powers YouTube and TikTok is a primary goal. Musk wants to cultivate Twitter stars who attract their own advertisers and paid subscribers, from whom he’ll presumably get a cut. Carlson could become Twitter’s first superstar in this regard.
In conclusion, there are many ways that the venture could fail. Online media is a tricky business, Musk is a capricious owner, and Carlson has either exited or been shown the door at all three major cable news networks. But the potential for success is there. Carlson on Twitter could be more popular, pernicious, and powerful than ever before.
