Is social media news consumption now surpassing other global sources?

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Social Media and Video Networks Now Lead Global News Consumption

Social media and video networks have surpassed other news sources as the most widely used globally, with 54% of all audiences now relying on these platforms for their news. This marks a significant shift from previous years, as the usage of both traditional TV news and news organisations’ own websites and apps has seen a notable decline since 2020. The evolving media landscape, driven by advancements in artificial intelligence, the proliferation of short-form video, and the influence of independent content creators, presents ongoing challenges for established media outlets seeking to maintain audience engagement.
Shift Towards Digital and AI-Driven News

The latest findings indicate a substantial move away from traditional news consumption methods. AI chatbots, for instance, are increasingly being used by individuals to summarise, explain, and personalise news content, with 10% of people globally now utilising these tools for news, an increase from 7% in the previous year. This trend is particularly pronounced among younger demographics and those with a strong interest in news, with 16% of individuals under 35 reporting the use of AI chatbots for news.
Rise of Video and Independent Creators

Video-led platforms, especially social media networks like TikTok, Instagram, and YouTube, are becoming primary gateways for news consumption, particularly among younger audiences. Alongside this, independent content creators and influencers are gaining traction by offering personality-driven content that many find more relatable and authentic than institutional journalism. While these creators are perceived as more entertaining and easier to understand, respondents generally view them as less trustworthy and impartial compared to traditional news outlets.
Declining Interest and Trust in News

Interest in news has seen a general decline, with the proportion of people expressing extreme or very high interest falling by an average of 13% across surveyed markets since 2021. Concurrently, trust in news has reached its lowest recorded level at 37%, a decrease observed in 29 out of 48 markets. This erosion of trust is attributed partly to wider societal anxieties and a decline in trust towards institutions and leaders, alongside direct political attacks on journalism.
Traditional Media Facing Audience Retention Challenges

The increasing reliance on social media and video networks, which have historically been trusted less than legacy media, is contributing to the overall drop in news trust. This shift means traditional news organisations face the challenge of competing for attention on platforms where audience loyalty is often lower and monetisation prospects are more difficult. Consequently, many publishers are re-evaluating their social media strategies while focusing on maximising the engagement and value derived from their existing, albeit smaller, loyal audience base.

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Is social media news consumption now surpassing other global sources?

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