With the rise of streaming television and on-demand podcasts, alt-right media has expanded into contexts where partisan broadcasting was previously constrained by legal or financial barriers. This paper examines whether alt-right streaming services function primarily to reach different audiences with the same message or if they provide a sort of special representation for the diverse groups they claim to address. Empirically, this pilot study analyzes three shows aired on Uued Uudised’s taskuhääling podcast platform and UUTV, the streaming service of Estonia’s populist radical right party, EKRE. The selected programs—Elust ja poliitikast [Of Life and Politics], an all-female show; Põhjatäht [The North Star], featuring EKRE’s youth branch The Blue Awakening; and Räägime asjast [Let’s Talk Business], a current affairs show hosted by party leaders Mart and Martin Helme—allow for an examination of how identity-based appeals vary across gender, generational, and ideological lines. Using text-as-data methods on two years of transcripts, we assess thematic and tonal differences between the programs. Preliminary findings suggest that while tonal variation exists, issue prioritization remains largely consistent—particularly between the party’s mainstream and all-female shows. This indicates that EKRE’s streaming services are primarily a tool for voter maximization rather than a platform for genuine subgroup representation. The findings contribute to debates on identity-driven political communication and the strategic adaptation of radical right media in digital environments.
