That I believe is likely the case. Though @ashlyns is correct that this stuff likely helps with their ratings. Also right in a lot of people seek confirmation bias from sources that will agree with them so they can look smart, feel smart, and "feel" informed. Going to sources that say something other than the narrative they wish to believe messes with this "feel" good goal.
Today "feelings" are more important than truth. (sarcasm)
Though I've been aware of this long enough I've watched people start paying attention to bills and things and then suddenly the news begins pounding relentlessly on some mindless topic, or speaking against a group (religious, racist, or just plain old bigotry) and successfully distracting the public.
So yes... "divide and conquer", "divided we fall"
The narrative to me today looks like frantic scrambling to find out why their narrative that has always worked before to get what they want is failing.