Now in its 14th year, the annual Reuters Institute Digital News Report remains an essential reference point for anyone tracking the evolution of global media habits. Drawing on responses from nearly 100,000 people across 48 markets, the latest research reveals the continued rise of social platforms, the dominance of visual content, and persistent challenges around trust, reach, and revenue. Below, we highlight ten strategic takeaways for publishers looking to grow and retain digital audiences in an increasingly tough environment.
1) Social trumps TV
For the first time, more Americans get their news from social media than any other source. According to the report, daily use of social platforms for news now stands at 54% in the States, overtaking both TV (50%) and news websites or apps (48%), and marking a clear generational shift in how audiences access info.
While this change is most dramatic in the U.S., similar trends are accelerating in countries such as India, Brazil, Indonesia, and Thailand. The UK is also heading in the same direction, though the scales haven’t tipped just yet, with 48% still turning to TV and 39% relying on social platforms. Print, meanwhile, continues its decline, now standing at just 12%.
As this discovery-first behaviour becomes the default in more markets, it’s clear that publishers must adapt, moving to a digital-first strategy that prioritises shareable, mobile-native formats designed for reach and visibility.
2) Newsfluencers are gaining ground
A growing number of people are now turning to creators and personalities – rather than traditional news brands – for commentary and updates. Big names such as Hugo Travers in France and Joe Rogan in the United States attract millions of views on platforms including YouTube and TikTok, especially after major news events.
These influencers build strong personal connections but are also widely seen as a leading source of misinformation, second only to politicians in many countries, including Nigeria and Kenya. For publishers, this creates a dual opportunity – to differentiate through trust and to experiment with more engaging, personality-led formats.
3) Short-form video dominates
Unless you’ve been living under a rock, you already know that short-form video is now core to news consumption. The 2025 report highlights that 75% of people watch news videos weekly, with 65% doing so via social platforms, which means that most of this viewing happens across YouTube, TikTok, and Instagram rather than on publisher websites.
This puts increasing pressure on newsrooms to invest in video storytelling, streamlined editing workflows, and talent fluent in TikTok, Reels, and YouTube Shorts. It also calls for clearer KPIs around reach, engagement, and brand attribution, as referral traffic may be limited, but visibility and brand relevance remain critical.
4) AI has entered the chat
AI tools are becoming embedded in search engines, messaging apps, and smart devices, and they’re already reshaping how people access news. Although it’s still early days, adoption is growing quickly, with 7% of users globally now checking news via chatbots, rising to 15% among under-25s.
This trend presents a strategic concern for publishers, who risk losing visibility if their content isn’t structured for summarisation and retrieval. Forward-thinking publishing teams should experiment with AI-ready formats – such as bullet points, FAQs, and transcripts – and closely monitor how platforms including Google, OpenAI, and Meta present sourced content.
5) Trust is stable
Global trust in news remains flat, with just 40% of people saying they trust most news, most of the time. While the number hasn’t changed much in recent years, anxiety around misinformation continues to grow, reinforcing the importance of credibility, transparency, on-the-record sourcing, and behind-the-scenes reporting.
Alongside this, engaging formats and clear labelling – such as distinguishing opinion from reporting, identifying sources, or flagging AI-generated content – can help strengthen audience understanding, while fact-checking partnerships may also play a key role in rebuilding confidence.
6) X appeal swings right
Despite reduced engagement from politically liberal audiences, X (the platform formerly known as Twitter) has retained its overall news reach, particularly among right-leaning users. In the United States, usage rose 8 points year-on-year.
While it remains influential in political discourse, many brands have deprioritised the platform this year, forcing them to rebuild audiences elsewhere. It’s a sharp reminder that platform objectives and algorithms can shift overnight, making diversification and agility essential components of any social media strategy.
7) Avoidance is on the up
News avoidance is on the rise, with 40% of people across all markets saying they sometimes or often avoid the news. In the UK, that figure is even higher at 46%, with fatigue, negativity, and a sense of helplessness cited as the most common reasons, particularly in relation to politics and conflict.
Additionally, the data reveals a clear appetite for journalism that is more solutions-focused, diverse, and hopeful. As such, publishers may benefit from reviewing whether their editorial mix reflects these needs, without compromising journalistic punch and standards.
8) Clarity counts
Audiences aren’t just looking for headlines – they want help making sense of the world. According to the report, 63% of people say it’s important that the news includes different perspectives to help them understand the wider context, while 54% value coverage that leaves them feeling more informed, and 48% want journalism that helps them make better decisions in life.
This points to a clear demand for formats that go beyond breaking updates to offer deeper analysis and explanation. For publishers, that means investing in storytelling formats that support understanding and build value – especially in subscription-driven models – such as Q&As, visual explainers, timelines, and curated roundups.
9) Stagnated subscriptions
After years of slow growth, digital news subscriptions in richer markets have now plateaued. Just 18% of respondents across these countries pay for online news, which is virtually unchanged since 2022. At the same time, willingness to pay remains low, with over half of non-payers stating they wouldn’t consider subscribing, and 41% of current subscribers are on discounted deals.
The winner-takes-most dynamic continues, with a handful of national brands dominating subscriptions in mature digital markets such as the UK, United States, and Australia. This leaves limited room for smaller players to grow – especially as price sensitivity rises – potentially prompting a shift toward bundles, cross-brand offers, micro-subscriptions, or freemium models aimed at reducing friction and broadening appeal.
10) Sound strategies
News podcasts continue to draw engaged, loyal audiences, particularly among younger, educated users. Weekly reach is highest in the States (15%) and across the Nordics (11-12%), with solid levels also reported in Spain, Ireland, and Australia. In contrast, uptake remains lower in places including the UK, France, and South Korea, though growth is steady.
Notably, many shows are now also filmed and shared across platforms such as YouTube and TikTok, blurring the line between audio and video, yet with rising competition, discoverability is a key challenge. Strong branding, cross-promotion, and clearly defined formats – such as daily briefings or personality-led interviews – are essential to stand out.
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