A recent report by the Reuters Institute for Journalism Research highlights this issue, particularly in the United States within the context of national elections. This global concern poses new challenges for newsrooms already struggling to maintain audience engagement.
The institute’s annual Digital News Report, released on Monday, June 17, is based on surveys of nearly 100,000 people across 47 countries. It underscores the obstacles media companies face in boosting revenue and sustaining their businesses amid the rise of AI in the generation and distribution of information.
As tech giants like Google and start-ups like OpenAI develop AI tools, newsrooms around the world are preparing for a new paradigm. These technologies have the potential to offer automated news summaries and divert traffic away from traditional news websites, dramatically transforming the media landscape.

The Reuters Institute for Journalism Research report highlights growing public skepticism about the use of AI in news production, especially regarding sensitive topics like politics. According to the study, 52% of respondents in the U.S. and 63% in the U.K. expressed discomfort with the idea of news being primarily produced by AI. The survey, involving 2,000 people from each country, noted that while people are more open to AI being used behind the scenes to enhance journalistic efficiency, they remain cautious about its direct role in content creation.
Nic Newman, a senior research associate at the institute and the lead author of the report, noted: “It’s surprising to see such a high level of distrust. People are concerned about the potential impact on the credibility and trustworthiness of journalistic content.”
The report also showed a 3% increase in concerns about fake news on the internet, with 59% of participants voicing worries. This issue was particularly prominent in countries like South Africa and the U.S., which both face upcoming elections, with concern levels at 81% and 72%, respectively.
Moreover, the challenge of public reluctance to pay for news subscriptions remains significant. Despite modest growth during the pandemic, only 17% of respondents in 20 countries reported paying for online news, a figure that has remained stable over the last three years. In the U.S., a substantial number of subscribers are likely benefiting from discounted rates, with 46% paying less than full price for their subscriptions.
Additionally, the rise of social media influencers as news disseminators is reshaping how audiences consume information. On platforms like TikTok, influencers are becoming more prominent sources of news than traditional media organizations. Among 5,600 TikTok users surveyed, 57% reported following individual personalities for news, compared to 34% who preferred journalists or established news brands.
This shift emphasizes the importance for newsrooms to engage directly with their audiences while leveraging platforms strategically to reach younger demographics. TikTok influencer Vitus “V” Spehar, with 3.1 million followers, was cited as a key figure in delivering news through his relaxed, informal approach, which contrasts with the conventional news anchor format.
The report further highlights that many of the top-followed figures in the U.S. are known more for their political commentary than for investigative journalism. Personalities like Tucker Carlson, Joe Rogan, and David Pakman reflect the growing trend where opinion and political commentary are often more prominent than traditional news reporting.
In this evolving media landscape, the role of digital influencers raises important questions about their responsibility in shaping public opinion and ensuring the accuracy of the information they share. News organizations face the dual challenge of maintaining relevance while upholding the ethical and quality standards that define trustworthy journalism.