In recent studies, scholars have highlighted factors that influence citizen satisfaction with democracy, with particular emphasis on the role played by the institutional features of political systems, and ideology. This article presents the first empirical study of whether changes in important party characteristics can affect individuals' satisfaction with democracy. Using a measure of parties' character‐valence derived from content analysis of news reports, evidence is presented that when governing parties' images decline with respect to important valence‐related attributes such as competence, unity and integrity, then citizen satisfaction with democracy similarly declines. However, this relationship is conditional on the performance of opposition parties. These findings are relevant to studies of regime support, political representation, democratic accountability and voter behaviour.