po polsku
illustration: DALL-EWeb users shift from classic social networks to video platforms. Nic Newman and the Reuters Institute team state this in the latest "Digital News Report 2025". Facebook still leads for news reach, edging past YouTube. Yet TikTok grabs momentum fastest. In Thailand, almost half of respondents (49%) now follow news there. That figure is up ten points in a year.
In practice, this signals the rapid ageing of traditional text formats. Publishers that once banked on long reads must now serve vertical video, short clips and live streams to hold the eye. Newsrooms in Mexico and the Philippines already reshuffle teams and schedules because the TikTok algorithm rewards frequency.
- 36% use Facebook for news
- 30% choose YouTube for the same purpose
- 16% worldwide take news from TikTok
The rise of short forms sparks a battle for seconds of focus. The viewer scans the screen for a headline that grabs in the first two sentences. Journalists adapt, recording punchy intros that give the number, location and main actor at once. Nic Newman’s analysis shows that average watch time for news shorts rose by 27% year on year.
See video: 7 facts about news on social media
Influencers. New newsroom old problem
Newsrooms once chose the front-page topics. Now online creators come first. In the United States, 22% said they listened to Joe Rogan in the week after the president’s inauguration. In France, Hugo Travers ("HugoDécrypte") draws the same share of viewers under 35. Popularity brings power. Audiences say that influencers rival big networks in shaping debate.
| Creator / Country | Weekly reach | Main platform |
|---|---|---|
| Joe Rogan / USA | 22% online viewers | Podcast + YouTube |
| Hugo Travers / France | 22% viewers < 35 yrs | YouTube + TikTok |
| Gustavo Gayer / Brazil | 1.9 m subscriptions | YouTube |
| Dhruv Rathee / India | 19 m subscriptions | YouTube |
| BeerBiceps / India | 6.5 m subscriptions | YouTube |
Respondents also name online creators as the top potential source of misinformation. As many as 47% see them as the main threat alongside politicians. Experts note that an influencer enjoys a ‘parasocial’ bond with viewers. They talk directly, answer comments and the algorithm pushes the video to like-minded users. The result is content that skips the old newsroom filter and fact-checking.
Newsrooms respond by inviting star creators to debates or asking them to cross-post verified content. The British BBC runs a TikTok duet series where a journalist answers an influencer’s comments, correcting rumours. "Le Monde" recruited famous economic YouTubers to explain inflation in an ‘explain like I’m five’ style. The report’s authors say such alliances can limit the reach of false stories if both sides stay clear about sources.
Video format takes over news
Video is not only growing. It already dominates. The share of social video in news use jumped from 52% in 2020 to 65% in 2025. In the United States, weekly viewing of video news rose from 55% to 72% in just four years. Most of that use, 61%, happens on social platforms rather than publisher sites.
- 52% → 65% social video share in 2020-2025
- 55% → 72% Americans watch video news weekly
- 61% viewers pick platforms, 29% publisher sites
- 67% → 75% growth in any video news viewing worldwide
Data show that text is fast losing its edge even in reading-strong nations such as Germany or the United Kingdom. Younger audiences would rather swipe a screen than scan columns. "Digital News Report 2025" advises newsrooms to move budget from page layout to editing. It also urges them to place vertical video on their own sites.
The "New York Times" shows the payoff. Adding a vertical video carousel on the home page raised average time on site by 18%, and paywall clicks held steady. "The Economist" saw a similar effect after placing thirty second reporter clips above classic leads. Nic Newman notes that viewers love short form yet still return for depth when a video signals the scale of an issue.
Digital News Report 2025 was produced through cooperation between the Reuters Institute for the Study of Journalism and YouGov. The survey covered 94 943 internet users in 47 countries, interviewed online in January to February 2025. Results were weighted to reflect the online population in each country. The full report is free on the Reuters Institute site.
COMMERCIAL BREAK
New articles in section Media industry
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.
Mobile games in Poland. Market value and forecasts
Newseria, KFi
In 2030, the number of mobile game users in Poland may exceed 7.1 million, and market revenue will approach 470 million dollars, according to Statista data. As the number of gamers increases, the market for mobile gaming devices is also expanding.
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.
See articles on a similar topic:
Pseudo-democracy and Media - A Few Reflections
Grzegorz D. Stunża
Every four years, citizens are served elections, which are certainly not free. Polls replace part of the electoral process, shaping opinions and voting preferences.
Hate speech is contagious and leads to harm [EXPERT OPINION]
Karolina Kropiwiec
‘If we are in an environment where certain groups of people are insulted, there is a high probability that we will start using such language ourselves; hate speech is contagious and its consequence is someone's harm,’ says Dr. Michał Bilewicz from the Centre for Research on Prejudice at the University of Warsaw.
Virtual Influencers Perceived as More Authentic than Real Ones
Agnieszka Kliks-Pudlik
Virtual influencers are fictional, generated characters that imitate the appearance and behaviour of real people. They have millions of followers. They are perceived by Gen-Alpha as even more authentic than real people, which creates many challenges, says Dr. Ada Florentyna Pawlak.
Russian Propaganda. Debunk.org Report on Moscow's Disinformation Scale
BARD, PAP Mediaroom
In 2022, the Russian Federation allocated approximately 143 billion rubles to mass media (equivalent to 1.9 billion US dollars), exceeding the planned budget by 25%. For the current year, the Kremlin's budget for this sector is set at 119.2 billion rubles (1.6 billion dollars).
