LinkedIn emerges as the only shared platform, while trust shifts from institutions to individuals
Washington D.C. — Today, Avoq released findings from its 2025 Policy Insiders’ Media Habits Report, revealing a rapidly evolving media landscape in Washington, D.C. — and deep divergence in how Democratic, Republican and MAGA insiders consume information. While preferences continue to splinter, the one clear point of convergence is LinkedIn, which remains the most widely used and trusted platform across all ideological cohorts.
“We’ve reached a point where tailoring the message isn’t optional — it’s essential,” said Dianne Riddle Mikeska, Head of Strategic Planning & Insights at Avoq. “If you’re trying to reach D.C. insiders, what works for one group may completely miss another. This year’s data makes that clearer than ever.”
The 2025 report reveals several powerful shifts with direct implications for communicators, advocates and policymakers:
- LinkedIn is the only shared platform across all insider groups. It has evolved into more than a professional network — insiders use it to engage in policy, reputation, culture and current events.
- One message won’t move all audiences. Republicans continue to act like traditional D.C. insiders, MAGA Republicans engage deeply with a select few sources and Democrats consume content broadly but with lower intensity. Strategic audience segmentation is more important than ever.
- The messenger matters more than the outlet. From Elon Musk and Joe Rogan to Jake Sherman and John Oliver, individual influencers are now driving what insiders see, share and believe — often more than institutions.
“What delighted us most was the universal reliance on LinkedIn,” Mikeska added. “D.C. insiders have been turning to it for more than just job moves and professional updates for a while — but this year confirms it as a must-hit hub for all sides of the aisle.”
“This year’s report offers a deeper, more comprehensive view of the diverse spectrum of D.C. policy insiders, particularly the nuance between Republican and MAGA media consumption,” said Whit Askew, Lobbyist and Partner on Avoq’s Government Relations team. “Now more than ever, communications and government relations teams must strategically collaborate to craft and deliver messages that resonate distinctly with each of these groups.”
About the Report
The 2025 Policy Insiders’ Media Habits Report is conducted in partnership with Quadrant Strategies using their proprietary, dynamically managed panel of Washington, D.C. policy insiders, ensuring high confidence in respondent quality. The survey was fielded to explore the full results — schedule a custom briefing, visit the Avoq Media Habits page or contact mediahabits@teamavoq.com.
