po polsku
illustration: bing.com/createThe data collected in the report shows that these changes are not merely temporary but reflect a long-term trend that could have serious implications for the future of journalism worldwide.
Decreasing Interest in News
One of the report’s most concerning findings is the ongoing decline in interest in news across many countries. For example, 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 seen in Argentina, where interest in news dropped from 77% in 2017 to 45% in 2024.
It’s also worth noting that women and young people represent a significant portion of this shift. Among younger generations, a growing number are avoiding traditional news in favor of alternative sources, such as social media. Platforms like TikTok and Instagram, for instance, are becoming primary sources of information for young people, further reducing their interest in traditional forms of journalism.
Decline in Trust in Media
Trust in media has also deteriorated significantly over recent years. In 2024, only 40% of respondents across 47 surveyed countries stated that they trust most news most of the time. By comparison, at the height of the COVID-19 pandemic, this figure was four percentage points higher.
It’s notable that Finland is the only country where interest in news has remained high, an exception to the general downward trend. In other countries, such as Greece and Hungary, trust in media is at its lowest, reaching just 23%.
Examples of Changing Perceptions of Media
The report also highlights the rise in selective news avoidance, with about 39% of respondents saying they sometimes or often avoid news - an increase of three percentage points from the previous year. In some countries, such as Brazil, Spain, Germany, and Finland, this rise is even more pronounced.
Ongoing conflicts, like those in Ukraine and Gaza, may contribute to audience fatigue and a reluctance to follow the news.
The study also indicates that while the public feels well-served with political and sports news, there’s a shortage of coverage on local events, health, and education.
Conclusions
The “Digital News Report 2024” reveals significant challenges facing modern journalism. Decreasing interest in news and declining trust in media are trends that could lead to the further marginalization of traditional forms of journalism if appropriate actions are not taken.
Media organizations must rethink their strategies and find ways to regain trust and engage audiences, particularly among younger generations who are increasingly distancing themselves from traditional media.
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
Most influential women in polish marketing and business
Arkadiusz Zbróg, IMM
Joanna Malinowska-Parzydło, Dagmara Pakulska, Natalia Hatalska, Anna Ledwoń-Blacha, Monika Smulewicz, and Dominika Bucholc. This is the top of the list of the most influential women in marketing and business, developed by the Widoczni agency in cooperation with the Institute for Media Monitoring (IMM).
Vulnerable to disinformation. Study of fake news in social media
KFi, azk/ bst/ amac/
As many as 58 percent of Generation Z individuals are unable to recognize fake news in social media. Among those over 65, this figure stands at 29 percent - according to a study published in Poland by NASK and the Praktycy.eu association.
Radio in Poland 2025. Analysis of listenership and listener behavior
Krzysztof Fiedorek
Radio attracts 17.3 million listeners in Poland every day, who spend over four hours with their receivers. Interestingly, as much as 86 percent of station time is listened to via traditional FM waves. Despite digitalization, the internet accounts for only 12.5 percent of the listenership share.
See articles on a similar topic:
We Trust AI-Generated Fake News More Than Human-Created News
KrzysztoF
Generating and spreading misinformation with AI can negatively affect various areas of life, including global healthcare. To examine how AI-created text impacts the comprehension of information, researchers from the University of Zurich analyzed tweets generated by GPT-3.
Safari Surpasses Opera. A New Shift in the Browser Market in Poland
Krzysztof Fiedorek
In the summer of 2024, a historic event occurred in Poland's browser market. In July and August, Safari surpassed Opera on all devices for the first time. Data from the StatCounter report indicates that Apple's browser maintains a steady market share while Opera is gradually but noticeably losing ground.
Television 2025. Report by the European Broadcasting Union
Krzysztof Fiedorek
Europeans are watching less and less television. In 2024, the average viewing time was 3 hours and 13 minutes per day. Only 54% of young people had any contact with TV, and public broadcasters held a 23% share. Television is losing relevance, especially among the youngest viewers.
Online News Portal Readers in Poland. Loyalty Analysis
Bartłomiej Dwornik
Among news portals, Onet has the highest number of users. However, in terms of reader loyalty, it falls behind Wirtualna Polska. When looking specifically at news readers, Gazeta takes the lead, though it ranks poorly in Google search positioning.
