The landscape of news consumption is shifting. In a global survey spanning 24 countries, the Reuters Institute finds that online creators and influencers are capturing audiences at levels that rival, and sometimes surpass, traditional news media. From Brazil to Kenya and the United States, social and video networks are emerging as primary sources for news, particularly among younger viewers.
Data from the 2025 Reuters Institute Digital News Report shows that roughly 21% of U.S. adults and 37% of under-30s now turn to creators or influencers for news. Respondents often credit these personalities with making complex civic and political issues easier to understand. Across the globe, political leaders are increasingly aware of this shift. Former President Donald Trump leveraged popular podcasters and YouTubers in his 2024 campaign, while politicians in France, Australia, Mexico, and the UK are engaging TikTokkers and YouTubers as part of their communication strategies.
The influence of creators is not just political. In markets with restricted press freedom, influencers provide alternative viewpoints and critical reporting that mainstream outlets cannot. But reliability remains an issue. Audiences flag false or misleading information, particularly on politics, health, and climate topics, highlighting the democratic risks of this ecosystem.
How Creators Are Shaping News
Creators operate in different modes. Political commentary dominates in terms of attention, with figures like Joe Rogan and Tucker Carlson in the U.S., and Ravish Kumar in India, drawing millions of followers. Investigation and original reporting are less common but still significant, exemplified by Michael West in Australia, Johnny Harris in the U.S., and Raza Graphy in India. Explanatory creators, such as France’s HugoDécrypte or Germany’s Herr Anwalt, simplify complex issues for younger audiences, often amassing followings larger than traditional news brands on social platforms. Specialists cover niche topics in depth, from sports transfers to internet culture, often monetizing through subscriptions or direct fan engagement.
Beyond pure news, infotainment, lifestyle, comedy, and satire are growing segments. Spanish streamer Ibai, Brazilian lifestyle influencer Virginia Fonseca, and podcasts like Steven Bartlett’s Diary of a CEO and Alex Cooper’s Call Her Daddy show that audiences are engaging with content that blends entertainment and current affairs. Even in this space, content can influence public debate, especially when creators touch on politics, culture, or social issues.
Key Patterns Across Countries
The study highlights significant geographic differences. Creator impact is strongest in Brazil, Mexico, Indonesia, the Philippines, Thailand, and parts of Africa, while Northern Europe and Japan remain dominated by legacy news outlets. Most audiences focus on domestic creators, though English-language political commentators from the U.S., including Joe Rogan and Ben Shapiro, are gaining traction in Canada, Australia, and the U.K. Notably, Elon Musk is mentioned in all 24 countries due to his platform influence, and Donald Trump remains widely cited.
The creator ecosystem is heavily male-dominated, with 85% of the top 15 individuals in each country being men. Exceptions exist, such as the Philippines, where female creators comprise a majority. Age is another dividing factor: under-35s favor creators, while older audiences lean toward traditional media.
Platform Preferences and Implications
YouTube emerges as the central hub for creator-led news, ahead of TikTok, Instagram, and X. Political commentary thrives on X and YouTube, while explanatory and lifestyle content finds larger audiences on Instagram and TikTok. Facebook retains relevance in parts of Asia and Africa, though younger audiences gravitate toward video-driven platforms.
For mainstream media, creators are both competitors and collaborators. Legacy outlets are experimenting with partnerships, short-form content, and talent integration to maintain relevance, while independent creators turn personal brands into mini media enterprises. HugoDécrypte employs over 20 staff, Johnny Harris is building a YouTube network, and the Tucker Carlson Network operates as a professional media company. This convergence signals ongoing shifts in content production, monetization, and audience engagement.
Looking Ahead
News creation on social platforms is expanding rapidly but unevenly. Countries with high social media use and pressured legacy media see the most influence from creators. National focus predominates due to language and cultural relevance, though U.S.-based commentary has cross-border appeal in English-speaking markets. Platforms, business models, and audience behavior will continue to shape the ecosystem, alongside debates around trust, accuracy, and standards.
The takeaway: the news landscape is no longer just broadcast or print. It is fragmented, algorithm-driven, and increasingly shaped by creators who combine entertainment, explanation, and commentary. Traditional media must adapt, or risk losing relevance in a world where the news often comes from your feed rather than a newsroom.
Notes: This post was edited/created using GenAI tools.
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