Influence and Information: Media Habits of Westminster
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Digital Natives Reshape Westminster: 5654 & Company and Message Space publish report on MP media habits
97% of MPs use social media daily; 88% use it multiple times per day
X (Twitter) remains one of the most frequently used social media platforms among MPs despite recent controversies, with 74% of MPs using the channel frequently, second only to Facebook (79%)
48% of MPs say they visit new platform Bluesky frequently, though this is much more prominent among Labour and Lib Dem MPs
78% of MPs access news brands’ online publications multiple times daily, though media consumption is increasingly polarised along party lines
Podcasts show a more limited role in MP media habits than might be expected, with their impact constrained by time pressures, partisan preferences, and information overload
London, April 23, 2025 — 5654 & Company and MessageSpace have published one of the most comprehensive public studies of MP media habits, which unveils a significant transformation in media consumption, highlighting a decisive move towards social media and digital news platforms.
The report found the rise of digital platforms and social media has fundamentally reshaped the way politicians engage with media, business and the general public.
According to the research, 97% of MPs now engage with social media daily, with 88% using these platforms multiple times per day. This trend is even more pronounced among MPs elected in the 2024 general election, 91% of whom use social media more than once every single day.
Social media platforms have become central to MPs’ information ecosystems. Facebook leads with 79% of MPs using it frequently, followed by X (formerly Twitter) at 74%. Emerging platforms like Bluesky are gaining traction, particularly among Labour MPs, while LinkedIn now counts more than 50% of MPs as active users.
Politicos are also eschewing traditional news media such as print and TV in favour of more easily accessible digital news. More than three-quarters of MPs (78%) access digital news publications multiple times a day, increasing to 90% for MPs elected for the first time in 2024.
Closed communication channels are also prevalent, with 79% of MPs frequently using WhatsApp for internal discussions. This includes 84% of Labour MPs and 73% of Conservative MPs, underscoring the platform’s role in political communication.
Despite the digital shift, traditional news outlets maintain influence. The Times is the most-read cross-party digital news source, with 67% of MPs engaging with its content regularly. However, media consumption is increasingly polarized: only 11% of Labour MPs report visiting Conservatives’ favourite news outlet The Mail Online, and just 21% of Conservative MPs choosing to read Labour favourite The Guardian.
The research notes that MPs report visiting specialist insider political websites more regularly than almost all newspaper websites, opting for insider titles from journalists they trust. Specialist political blogs command significant attention within their respective political spheres. More than half (63%) of Labour MPs frequently visit Politico and LabourList, while 71% of Conservatives and 100% of Reform MPs regularly read Guido Fawkes.
Politico London Playbook has established itself as Westminster's leading newsletter brand, with 43% of MPs saying they subscribe, notably more than any other political newsletter. However, this varies across party lines with 46% of Labour MPs and 62% of Lib Dems subscribing, vs only 26% of Conservative MPs.
Daniel Rice, Director of Marketing Communications at 5654 said:
“MPs today are hyper-connected, highly selective, and to some extent operating within ideologically aligned digital bubbles. For businesses looking to build a broad support base, it is no longer enough to communicate with MPs in one space. To effectively communicate with Westminster, businesses need to embrace multiple touchpoints while remaining conscious of the need to curate their message depending on the habits and interests of the intended audience.”
Sam Cooper, Managing Director at MessageSpace said:
“Our research shows that in today’s media landscape MPs media diets vary dramatically by platform, party affiliation, and content format. It’s vital that organisations looking to effectively communicate with the government today have a nuanced understanding of where and how politicians are getting their news. In an ever-noisier digital information environment, businesses and campaigners are turning to paid media and advertising strategies to insert themselves into the conservations MPs and policymakers are already having online. To do this effectively requires professional media planning intelligence, allowing smart communicators to decode MPs’ media preferences and get their messages to the heart of the action.”
MEDIA CONTACTS:
Daniel Rice - daniel.rice@5654.co.uk
Sam Cooper - Sam.cooper@messagespace.co.uk