Social Media Overtakes Television as Primary News Source in the US
For the first time, social media has emerged as the dominant source of news for Americans, surpassing television, according to a detailed analysis on media consumption that underscores the swift ascent of "news influencers." The study, conducted after President Trump’s second inauguration, reveals that 54% of Americans now receive news through social media, while only half of them obtain their news from TV networks, highlighting a significant shift in how news is consumed.
This change is part of a broader global trend, showcased in a comprehensive study by the Reuters Institute for the Study of Journalism, which involved nearly 100,000 news consumers from around the world. The research indicates a decline in the influence of traditional news organizations, with a growing number of people turning to podcasters, YouTubers, and TikTokers for their news. This shift allows populist figures like Donald Trump and Argentina’s Javier Milei to bypass conventional media scrutiny and communicate directly through digital platforms.
Rise of News Influencers
The role of news influencers, who build their audiences through their personal brand, is becoming increasingly prominent. A notable example is podcaster Joe Rogan, whose influence was evident during the 2023 US presidential election, with one-fifth of Americans surveyed stating they encountered news or commentary from Rogan in the week following the inauguration. This demographic skews towards young men, a group that traditional media often struggles to engage.
In countries with younger populations, such as India, Brazil, Indonesia, and Thailand, news influencers on platforms like YouTube, Instagram, and TikTok are also attracting large followings.
Shift Towards Right-Wing Users on Elon Musk’s X
The analysis also points to a significant shift towards right-wing users on Elon Musk’s X (formerly Twitter), with right-leaning users increasing by 50% to 15% since 2021, while left-leaning users have decreased from 17% to 14%.
Commercial and Trust Concerns
This shift in news consumption presents both opportunities and challenges. While online video and personality-driven news may engage younger audiences, there is little commercial benefit for publishers, with most consumption happening on platforms rather than news websites. This trend also poses a risk to the transparency and accuracy of news, as populist politicians increasingly collaborate with sympathetic influencers to bypass scrutiny.
Demand for AI in News Consumption
Another emerging trend is the use of artificial intelligence chatbots for news, particularly among younger audiences. This could significantly impact news companies, as consumers potentially receive their information through chatbots without engaging with the original news sources. While perceived as making news cheaper and more up-to-date, AI’s role in news consumption is also associated with concerns about transparency, accuracy, and trustworthiness.
In conclusion, the rise of social media and news influencers marks a significant challenge for traditional publishers, demanding new strategies to adapt content and tone to changing consumer preferences and technological advancements.
