Digital News Report 2026. Episode 2: The true global impact of news creators

Independent news creators now influence global news consumption, with 27% of audiences accessing their content weekly. While usage rates vary significantly—ranging from 10% in Northern Europe to 50% in parts of Asia and Africa—these creators primarily complement rather than replace traditional media. Audiences frequently favor creators for their perceived authenticity, relatability, and personal accountability, often reporting higher trust levels in them than in mainstream journalists. The landscape manifests through four distinct ecosystems: politically polarized environments, critical opposition in restrictive regimes, platforms for youthful changemakers, and hybrid models where traditional journalists extend their reach via social media. As traditional publishers struggle to connect with younger demographics, many are increasingly adopting creator-led strategies, such as vertical video and informal, personality-driven content, to bridge the gap between institutional reporting and modern digital engagement.