
Public media play a crucial role in building social trust in information, and their significance in democratic societies cannot be overstated. The latest report from the European Broadcasting Union`s EBU Media Intelligence Service shows that public news services remain the most trusted source of news in Europe.
Trust in Public Media – Numbers Speak for Themselves
The report reveals that in as many as 91% of surveyed media markets in Europe, public media are the most frequently chosen source of information. This is particularly well illustrated by examples from Scandinavian countries: in Finland, 84% of respondents trust Yle, while in Sweden, 75% regard SVT as a reliable source of information. Moreover, even in countries with lower trust in public institutions, such as the Czech Republic or Portugal, public media lead the trust rankings.
Examples from the report:
- 73% of Estonians trust ERR, compared to only 55% trusting commercial media.
- In the UK, 45% of respondents choose the BBC as the most reliable news source, far ahead of its competitors.
- In Poland, public media lag behind – only 13% of young people (aged 15–24) and just 30% of the general population consider them one of the main sources of information.
Country | Trust in Public Media | Trust in Commercial Media |
---|---|---|
Finland | 84 | 65 |
France | 82 | 73 |
Netherlands | 80 | 67 |
Switzerland | 79 | 62 |
Ireland | 78 | 63 |
Denmark | 77 | 64 |
Norway | 76 | 62 |
Sweden | 75 | 60 |
Austria | 75 | 60 |
Estonia | 73 | 55 |
Lithuania | 73 | 50 |
Belgium | 68 | 58 |
Portugal | 66 | 55 |
Czech Republic | 67 | 54 |
Germany | 63 | 22 |
Spain | 46 | 40 |
UK | 45 | 6 |
Poland | 30 | 22 |
Greece | 25 | 36 |
Hungary | 23 | 35 |
Poles, Hungarians, and Greeks Distrust Media
Low results in Poland, Hungary, and Greece may stem from the perception of public media as dependent on government policies. A common denominator for these countries is the view of public media as politically subordinated institutions. Critics accuse them of bias and lack of pluralism, discouraging audiences from considering them neutral information sources. Additionally, younger generations increasingly turn to digital platforms like social media or YouTube, which better match their needs and lifestyle.
In Hungary, criticism focuses on complete government control, resulting in media messages promoting specific political narratives. In Greece, societal polarization and insufficient funding impact media quality. In Poland, public media face accusations of bias and limited pluralism, particularly alienating younger viewers.
Conclusions for these three countries converge: reforms are necessary to strengthen editorial independence and rebuild social trust. Investments in content addressing diverse audience needs and transparency in media operations could be key.
Public Media and Young Audiences
Although young people increasingly use digital platforms, public media still rank among the top trusted sources in most countries. In Denmark, 57% of young people (aged 15–24) cite public media as one of their top three news sources. An intriguing trend is the growing trust in video platforms like YouTube, particularly compared to traditional commercial broadcasters.
- Public Radio and Television – Remain a main information source, especially in countries with high trust in public media (e.g., Denmark, Finland, Ireland). Around 50% of young people in 14 out of 28 EU countries identify them as key information sources.
- Video Platforms like YouTube – Popular due to short video formats and content by influencers and independent creators.
- Social Media (e.g., Instagram, TikTok, Facebook) – The rising popularity of visual apps like TikTok and Instagram drives young people to obtain information from posts, stories, and videos.
- News Websites and Apps – Youth value independent digital platforms delivering news in a condensed form.
- Podcasts and Audio Content – Gaining popularity for their flexibility (e.g., during commutes).
- Friends, Family, and Discussion Groups – Information obtained through trusted personal recommendations, especially in countries with low trust in traditional media.
Young Europeans increasingly prefer dynamic, easily accessible news sources tailored to their digital communication needs. Public media still play a crucial role in many countries, but their position is threatened by the growing popularity of social and video platforms.
Public Media and Democracy
The EBU report demonstrates that trust in public media correlates with higher citizen satisfaction with democracy. In countries like Denmark, Finland, or Ireland, over 75% of society expresses satisfaction with democratic functioning, aligning with high trust in public media.
- In Finland, where trust in Yle is 84%, 76% of citizens are satisfied with democracy.
- In contrast, in Greece, where trust in public media is just 25%, only 36% of society is satisfied with democracy.
Public media also play a vital role in reducing societal polarization. EBU data indicate that where public media enjoy high trust, societies are less divided. Research in Germany shows that 66% of citizens consider public radio trustworthy, contributing to a higher perception of social cohesion.
- Lower levels of news avoidance: higher trust in public media means fewer citizens deliberately avoid information.
- Better perception of opinion diversity: in countries like Ireland or Sweden, over 80% of respondents are satisfied with media pluralism.
While data highlight public media`s advantage in building trust, the EBU report emphasizes their challenges. Similar to findings in "Reuters Digital News Report 2024," EBU analysts stress that in times of rising disinformation and political pressure, independence and high-quality content remain critical. In countries like Hungary or Poland, where public media are viewed as political tools, reforms to enhance independence are essential.
***
The “Trust in Public Service Media” report by EBU Media Intelligence Service is based on data from Standard Eurobarometer, Flash Eurobarometer Media & News Survey, Reuters Institute Digital News Report, World Values Survey, and RSF World Press Freedom Index. It analyzes trust in public media across Europe and includes findings from local surveys conducted by EBU members and academic literature on media impact on society and democracy. The analysis combines quantitative and qualitative data, with detailed methodologies ensuring transparency and credibility of conclusions. The full report is available for free at:
https://www.ebu.ch/research/membersonly/report/trust-in-public-service-media
COMMERCIAL BREAK
New articles in section Media industry
Paid journalistic content. Market trends and forecasts by Reuters Institute
Krzysztof Fiedorek
Only 18 percent of internet users pay for online news access, and the rate has not increased for the third year in a row. Norway sets records with 42%, while Greece does not exceed 7%. Globally, nearly one in three subscribers cancels after a year.
Gen Alpha avoids tough topics. What young people are really looking for
Krzysztof Fiedorek
Generation Alpha prefers humor in 46% of cases, while only 12% are interested in news and political topics. Young people and children consciously limit what negatively affects their emotions - according to the report "Gen Alpha Unfiltered" published by GWI.
YouTube redefines viewer engagement. Goodbye to returning viewers
KFi
As many as 30% of internet users now turn to YouTube as their main news source, and 65% consume news in video form. Now the platform is shaking things up. Reach still matters, but engagement is what really counts.
See articles on a similar topic:
DAB+ Radio. What is Digital Radio Broadcasting?
Krzysztof Fiedorek
Digital radio broadcasting technology, compared to traditional analog radio, provides higher sound quality, better resistance to interference, and more additional features during transmission. However, it’s not without drawbacks and raises concerns among broadcasters.
"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.
Reading Industry Magazines in Poland 2024: PBC Report
Sylwia Markowska
76% of readers of industry magazines are responsible for purchasing decisions in their workplace. To deepen the understanding of the role of industry press and how it is read, PBC surveyed 2051 respondents from 5 different sectors, gaining the latest insights into the reading habits of this segment of the press in Poland.
Artificial Intelligence and Digital Skills. The Future of the Job Market is Here
KFi
The world faces the challenge of digital transformation, and technological skills have become a gateway to career success. How do Europeans evaluate their abilities, and which industries are leading the way? A recent report by Pracuj.pl reveals which skills open doors to better careers and why AI is the future of work.