Megyn Kelly puts Trump clash behind her to ride the Maga media wave

It was the night before a US presidential election that Donald Trump had called the most important in history. Who could close the deal at his campaign rally in Pittsburgh, Pennsylvania? The answer was Megyn Kelly. Trump “will keep the boys out of girls’ sports where they don’t belong”, the rightwinger podcaster said to rapturous applause. “And you know what else? He will look out for our boys, too. Our forgotten boys and our forgotten men.”

Turning around and pointing at Trump supporters wearing hard hats, Kelly eulogised guys “who’ve got the calluses on their hands, who work for a living, the beards and the tats, maybe have a beer after work, and don’t want to be judged by people like Oprah and Beyoncé, who will never have to face the consequences of her [Kamala Harris’s] disastrous economic policies. These guys will. He gets it. President Trump gets it. He will not look at our boys like they are second-class citizens.”

It was a remarkable intervention by a former cable news anchor whom Trump branded “nasty” when they feuded bitterly during his bid for the White House in 2016. Now Kelly and the former president understood their value to one another. Both knew what it is to be at rock bottom but, 24 hours after the Pittsburgh rally, both were celebrating their own unlikely comebacks.

Kelly, 54, has become one of the most influential figures in rightwing media. Her eponymous podcast moves with rare dexterity from heavyweight political interviews – such as the secretary of state, Marco Rubio, and director of national intelligence, Tulsi Gabbard – to topics such as Joe Biden’s cognitive decline to celebrity gossip about the likes of Halle Berry, Sean “Diddy” Combs, Meghan Markle and the Kardashians.

Clearly the formula works. The Megyn Kelly Show posted a record-breaking 176% year-over-year surge in subscribers in the first quarter of 2025, according to TheRighting, a media company that tracks rightwing outlets. She trails Ben Shapiro and Jordan Peterson but has pulled ahead of Bill O’Reilly, Mark Levin, Charlie Kirk, Glenn Beck, Sean Hannity, Laura Ingraham and Steve Bannon.

This makes her one of the most prominent cheerleaders for Trump and shapers of his Maga (Make America great again) agenda, most especially its hostility to immigrants and transgender rights. Kelly is even emerging as a rival to her former employer Fox News, which dominated the narratives of Trump’s first term in office.

Larry Jacobs, director of the Center for the Study of Politics and Governance at the University of Minnesota, said: “Megyn Kelly’s various transformations can make you dizzy if you follow them. The days when she had credibility as a truth-seeker are over, and now she’s strictly in the business of following clicks.

“Her campaigning with Trump, including on the last night, confirms what the business model is. She is trying to establish herself as the preferred media outlet for the Maga movement. She is demonstrating that even Fox is now vulnerable and is being picked apart by the podcasters who become the viewer choice.”

Kelly started out as a lawyer and has described the environment at her early law firms as having a “kill or be killed” mentality. She transitioned to journalism after being inspired by reporters who were cool under pressure. Raised in a Democratic household, she has said she was “really wasn’t political” when she joined Rupert Murdoch’s conservative Fox News network in 2004.

Kelly became a leading prime-time personality and star of the right’s culture wars. But a question to Trump during the 2016 primary debate about his past comments on women provoked him to unleash crude and misogynistic attacks, including: “There was blood coming out of her eyes, blood coming out of her wherever.”

Meanwhile her accusations of unwanted sexual advances by Fox News’s chief executive, Roger Ailes, helped lead to his firing. The difficult environment led Kelly to leave for NBC in 2017. She admits her time there “ended disastrously” after just a year when she created a furore by suggesting that it was fine for white people to wear blackface on Halloween.

But like Tucker Carlson and Piers Morgan, Kelly has reinvented herself for the new age of fragmented digital media where tie-wearing authority figures are out and smash-mouth influencers are in. In 2020 she launched a daily podcast then switched to a live radio format in a deal with SiriusXM. A video version streams on YouTube with clips shared on various platforms gaining hundreds of millions of views a month.

Frank Luntz, a political and communications consultant and pollster, said: “She had an audience on Fox that was undeniable. She didn’t succeed on network television because that audience is too broad.

“Now, once again, she’s gone back to what she’s particularly good at, which is appealing to a segment of the population that wants to hear her explanation for what’s going on in a more detailed and factual fashion than what you might get on cable. It’s the right medium at the right time and she’s the right host.”

In a world where newspaper reporters can be frowned upon for expressing an opinion in a tweet, Kelly is unabashed about owning her own bias. “Yes, I’m still a journalist,” she told the New York Times newspaper in March, “but I’m in this new ecosystem where the old rules don’t apply. I’m in this world with, yes, Charlie Kirk and Dan Bongino and Ben Shapiro, but my world is also Joe Rogan and Theo Von.

Megyn Kelly with fellow Fox News moderators Chris Wallace and Brett Baier at the Republican presidential debate in Cleveland, Ohio, on 6 August 2015. Photograph: Aaron Josefczyk/Reuters

“It’s a very large world, and how the consumer receives it is by going on YouTube.com on their television screen, or going to the vertical integrations on Instagram or TikTok and just taking in content. What’s the content that you want to receive? I’m on the list of content creators, and so the fact that I’m also a journalist who breaks news and reports on news is an extra. But what’s most important in my business now is authenticity.”

Kelly’s renaissance is impossible to divorce from “owning the libs” mentality of Trump and his Maga movement. She told the New York Times: “It’s one of my core missions in life to defeat wokeism.” Her podcasts have foregrounded anxieties over illegal immigration and transgender children taking part in school sports.

Transgender people are a particular obsession for Kelly. In a 2023 interview she forced Trump on the defensive when she grilled him over whether a man can become a woman. In a Republican primary debate, she caricatured the former New Jersey governor Chris Christie’s stance on gender-affirming care for minors and demanded: “Aren’t you way too out of step on this issue to be the Republican nominee?”

And when another Republican candidate, Nikki Haley, said children should not be allowed to transition but those who are 18 and older should “live any way they want to live”, Kelly responded furiously on X: “This is utter bulls***. The WRONG ANSWER & an unnecessary weird pander to the rabid trans lobby. The answer is NO, A MAN CANNOT BECOME A WOMAN.”

Ari Drennen, LGBTQ programme director at Media Matters for America, a non-profit watchdog, said: “Megyn Kelly is very good at understanding where her audience is and where they want her to be and that’s part of why she’s been able to be so successful in this new media environment. There’s no doubt that throughout the 2024 presidential campaign she was a voice who was pushing GOP candidates to move further to the right on trans issues.”

But Kelly is far from a one-trick pony. She has gained particular traction this year with a topic far from Washington: the rancorous legal battle between the actors Justin Baldoni and Blake Lively stemming from the film It Ends With Us. Media Matters’ research found that between 1 January and 20 March, Kelly mentioned Baldoni or Lively 440 times, an average of more than five times a day.

She also interviewed Baldoni’s lawyer in a video that has 10m views on TikTok. Drennan said: “She’s leading the way with this celebrity gossip type stuff that has proven to be fertile ground for a lot of these rightwing creators this year.”

Other examples include the Daily Wire alumni Brett Cooper and Candace Owens, Drennan noted. “The right has figured that out much better than the left. I feel like on the left there tends to be more of a separation between the types of podcasts and shows that are covering celebrity gossip and the types of shows that are covering daily stuff that’s happening with the Trump administration.”

The right is also cashing in. In February Fox Corp acquired Red Seat Ventures, a production company that manages Kelly and Carlson’s shows. In March Kelly announced plans for her own podcast network, MK Media, another sign of how she is riding the Maga wave and adapting to the evolving media landscape.

Dan Cassino, author of Fox News and American Politics and a government and politics professor at Fairleigh Dickinson University in Madison, New Jersey, said: “The economics of cable TV or broadcast TV and the economics of podcasting are very different. Essentially this allows her to be her own boss. The fact that other people have decided she shouldn’t be on TV or can’t attract the audience that would allow her to be on TV any more is irrelevant because you can be profitable at a much lower scale.

“Part of this is also a reflection of the realities of media. Nobody has huge audiences any more. The days when you’ve got a 20 share or 30 share are gone and are never going to happen again. Podcasting is not different in type; it’s different in extent.”

Meanwhile, after all the years of their chequered relationship, Kelly would not describe herself as a Trump surrogate but is playing that role to great effect. As the president, who has spurned the neocon wing of the Republican party, toured the Gulf region this week, she remarked with bracing candour: “I feel like when I was on Fox News, all we did was cheerlead these wars – and kind of dismiss, or express disdain, for people who had serious questions about them … With the benefit of all this hindsight, that was wrong.”

The unholy alliance reminds David Litt, an author and former speechwriter for President Barack Obama, of the old observation that in politics there are no permanent enemies, and no permanent friends, only permanent interests.

Litt commented: “The crux of Trump’s argument was I’m a bad guy but you need me in the White House anyway. Nobody could speak to that argument – both Trump’s personal lack of character and, by endorsing him, say we need him anyway – better than Megyn Kelly. He knew that and she knew that. They saw a moment of symbiosis.”