The Tipping Point: America’s Information Diet Has Flipped

The gradual decline of traditional news just hit a tipping point. The 2025 Reuters Institute report found that for the first time, more Americans get their news from social media and video platforms (54%) than from television news (50%) or traditional news websites (48%), marking a structural reset in how information flows through society.

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

The Digital News Report 2025 is the most comprehensive study of news consumption worldwide, surveying more than 100,000 people across 48 countries. The study is produced by the Reuters Institute for the Study of Journalism at the University of Oxford (funded by Thomson Reuters Foundation). There is an enormous amount of information in the study. Today, let’s focus on three trends and implications for brands and leadership.

Key U.S. Trends:

1. Social Platforms are Now the Primary Entry Point for News

For the first time in the U.S., more people report using social media and video platforms for news (54%) than television (50%) and traditional news websites (48%). This shift isn’t driven solely by younger audiences; it’s a reordering of attention.

2. In Video’s Growing Dominance, YouTube is the Quiet Giant

“Changing platform strategies mean that video continues to grow in importance as a source of news.” Video news consumption surged from 55% in 2021 to 72% in 2025—with most of this growth happening on third-party platforms rather than news websites. YouTube is a beneficiary of this; 30% of adults now use YouTube weekly for news—a huge leap over the past two years.

This rise of YouTube as a news player has flown under the radar for many. As audiences shift their attention, YouTube is beginning to rival the reach and influence of legacy broadcasters.

Consumer behavior change in motion.

3. The Rise of Podcasts and Personality-Driven News

Podcast consumption is surging, driven by interest in both issue-specific deep dives and commentary-driven formats. About 15% said they prefer listening to news, with political talk and explainers among the most common formats.

High-profile individuals—Joe Rogan, Tucker Carlson, Candace Owens, and their left‑leaning counterparts—are now central voices in how many Americans encounter the news. This is not a surprise to anyone who followed the last Presidential election. Rogan had an impact rivalling many legacy news outlets. This shift to personality-driven talk and news reframes credibility: personality now competes with brand in earning trust and attention.

This isn't just about reach—it's about trust. Audiences are increasingly choosing to get their news from people they feel they know, rather than institutions they're supposed to respect.

So Therefore What?

Three strategic implications for brands.

The Trust Paradox Opportunity:

In the U.S., 57% worry about distinguishing truth from false or misleading information online yet they’re increasingly consuming news from unvetted creators. This creates a massive opportunity for whoever can solve the credibility equation at scale. There's a strategic opportunity for trusted, non-partisan voices. Brands can fill this credibility gap by becoming reliable information sources themselves, rather than relying solely on media coverage.

Passion-Point Media is the New Mainstream:

The rise of podcasts and Substacks content reflects a move toward passion-point media, where people seek out content aligned with their specific interests and identities. This presents opportunities for brands to connect with richer storytelling through niche, high-engagement audiences rather than chasing mass reach.

Embrace the Creator Economy—Wisely:

Smart brands are engaging trusted micro-influencers and independent journalists in verticals relevant to their core audiences, focusing on authentic relationship building over time.

The Bottom Line: These aren't gradual shifts—they represent a fundamental rewiring of American information consumption. The brands that thrive will be those who meet audiences where they actually are, connect authentically through the platforms and personalities their audiences actually trust, and provide credible information in an increasingly fragmented landscape.

Want to dig in on the study? The executive summary and full report can be found here: https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2025/dnr-executive-summary