po polsku
illustration: bing.com/createThe authors focused on news consumption, media trust, and the impact of new technologies, such as artificial intelligence (AI), on the media industry. Key findings and figures paint a sometimes concerning picture.
Decline in Interest and Trust in Media
The report highlights a concerning trend of decreasing interest in news, leading to fewer people actively seeking information. Additionally, trust in media remains low, with only 40% of respondents across all surveyed countries stating that they trust most news.
- At the peak of the COVID-19 pandemic, this percentage was 4 points higher;
- In the United Kingdom, interest in news has nearly halved over the past decade - from 70% in 2015 to just 38% in 2024;
- A similar trend is observed in Argentina, where interest in news dropped from 77% in 2017 to 45% in 2024;
- In countries like Greece and Hungary, trust in media is at its lowest, reaching only 23%;
- Finland is the only country where interest in news has remained high, an exception to the overall downward trend.
It’s also worth noting that women and young people are a significant part of this shift. Among younger generations, a growing percentage avoid traditional news in favor of alternative sources, such as social media. Platforms like TikTok and Instagram, for instance, are becoming primary news sources for young people, further reducing their interest in traditional forms of journalism.
The Impact of Social Media and Influencers
The environment for news publishers has changed significantly due to social media algorithm adjustments and the rise of new platforms. Traditional platforms like Facebook and X (formerly Twitter) limit news visibility, while visual and video-based platforms like TikTok, Instagram, and YouTube gain prominence. This shift makes it harder for traditional media to retain audiences and drive traffic to their sites.
The report highlights clear generational differences in how people access news:
- Older audiences are more likely to use websites and news apps directly;
- Younger generations increasingly rely on social media and search engines as primary gateways to information;
- This generational shift emphasizes the need for media strategies tailored to different age groups.
The report also highlights the growing influence of alternative voices and influencers on platforms like YouTube and Instagram. These influencers often attract large audiences, particularly among younger users, and compete with traditional media for attention. This trend raises questions about the quality and reliability of news consumed through these channels.
Artificial Intelligence in Media
The use of AI in news production and distribution is growing, with some publishers using AI tools for content generation, summaries, and even news presentation. For example:
- Nordic publisher Schibsted uses AI to generate “highlights” at the start of many articles to increase reader engagement;
- In Germany, Axel Springer introduced AI to write over 5% of published articles, using an AI bot named Klara Indernach;
- In Mexico, Radio Fórmula went further, introducing AI-generated news anchors like Nat, who delivers news on their website and social media.
However, the report warns against over-reliance on AI, as audiences generally prefer human oversight in news production. There are also concerns about the reliability of AI-generated content, especially in distinguishing real news from misinformation.
Economic Pressure and Paid Access
The report discusses ongoing financial challenges facing the media industry, including declining ad revenue and rising costs. These economic pressures have led to layoffs, closures, and cuts in newsrooms worldwide. Additionally, dependence on social media platforms, which increasingly deprioritize news, raises uncertainty about the future of journalism.
Despite these challenges, there are markets where a significant number of people are willing to pay for online news. For example, around 40% of Norwegians and 22% of Americans pay for online news. However, willingness to pay has reached a saturation point, with many consumers still preferring free news sources.
The report suggests that media organizations need to clearly demonstrate their value to encourage more consumers to pay for their content.
Conclusions and Implications
The “Digital News Report 2024” presents a complex picture of the current state of digital news media. Although there are clear challenges – such as declining trust, changing consumption habits, and economic pressures – there are also opportunities for media organizations to innovate and adapt to new realities. The rise of AI, for example, offers potential to increase efficiency and personalize news delivery, but it requires careful implementation to maintain audience trust.
Moreover, as social media platforms evolve, media organizations must find new ways to engage audiences, especially younger generations who are increasingly turning away from traditional news sources. In this rapidly changing landscape, the ability of media organizations to remain relevant, credible, and financially stable will depend on their willingness to embrace change and explore new journalism models.
The full Digital News Report 2024 can be downloaded for free at:
https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024
COMMERCIAL BREAK
New articles in section Media industry
Influencers and social video rule information. Digital News Report 2025
Krzysztof Fiedorek
Seconds of vertical clips set the future of news. TikTok, YouTube and an army of influencers pull viewers away from TV sets and newspaper pages. Whoever masters this new pulse seizes not only attention but also control of the story.
Cyberviolence and hate disguised as a joke. The RAYUELA report on youth
Krzysztof Fiedorek
The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.
Trust in social media. Youtube beats TikTok and X
Krzysztof Fiedorek
Do we really trust social media? A new study reveals major differences in how top platforms are rated. Trust goes where there's authenticity, not just algorithms. The role of people is growing while brand influence is fading.
See articles on a similar topic:
Fake News in Poland. Challenges in Assessing Information Credibility
RINF
One in four information consumers relies on sources where verifying credibility is a significant challenge. Fake news remains a major issue, as indicated by 77% of respondents, with 51% admitting they struggle to discern truth from falsehood, according to Deloitte's *Digital Consumer Trends 2021* report.
COVID-Skeptics in Media. Dentsu Agency Study
BARD
A significant presence of COVID-skepticism, which downplays the pandemic or focuses on conspiracy theories, accounts for approximately 8% of online content related to the coronavirus. The primary sources of knowledge about COVID-19 and the current situation are the internet, social media, television, and increasingly, family and friends.
"No One Should Know the Truth" [DOCUMENTARY FILM]
BARD
According to the Belarusian Association of Journalists, around 554 journalist detentions occurred in Belarus between August 2020 and July 2023. Criminal charges were brought against 73 media workers, and 33 of them remain in prison to this day.
Influencers 2024. Data, Facts, and Stories from the UNESCO Report
Krzysztof Fiedorek
As many as 68% of digital creators are nano-influencers. One in three has experienced hate speech, and over 60% do not thoroughly verify information before publishing. Moreover, only half disclose their content sponsors. The findings from the "Behind The Screens" report are both inspiring and alarming.
