While the digital tide has certainly risen, the core mission of informing the public remains. Our success will hinge on our ability to innovate, to embrace new technologies, and to continue to earn the trust of our audiences.
Marcus Thorne, CEO of Global News Networks
A new research by Oxford’s Reuters Institute for the Study of Journalism (RISJ) (via NiemanLab), suggests that social media platforms have for the first time, overtaken traditional outlets like television and news websites as the primary source of news for a significant portion of the United States populace.
The report highlights that a shift towards consumption via social media and video platforms is further diminishing the influence of ‘institutional journalism’ and supercharging a fragmented alternative media environment containing an array of podcasters, YouTubers, and TikTokers.
This ripple effect, the report says, is an evolution in how citizens consume information, with profound implications for journalism, advertising, and public discourse.
The report says that over half of the population (54%) get news from networks like Facebook, X and YouTube – overtaking TV (50%) and news sites and apps (48%).
This marks a significant departure from just eight years prior, when a “Trump bump” temporarily buoyed traditional news sources. This time, only social and video networks, alongside podcasts, have demonstrated growth in news consumption.
The Digital Tide Rises: A Decade of Digital Ascent
The ascendancy of social media has been a gradual but relentless process. Over the past decade, proliferation of smartphones and the increased connectivity have fundamentally altered media consumption habits. Where once daily newspapers and evening newscasts held sway, a new ecosystem of digital platforms has emerged, offering instant updates, diverse perspectives, and highly personalized content streams.
Key Figures in the Digital Dominance
The research highlights the impressive reach and engagement of several social media platforms. While overall social media users in the U.S. stood at 239 million in January 2024, representing 70.1% of the total population, recent trends show a steady increase, reaching 253 million by January 2025, accounting for 73% of the American population.
Leading the charge in news consumption on social media are Facebook and YouTube. Approximately a third of U.S. adults regularly obtain news from each of these platforms. Instagram is also a significant player, with 20% of users regularly getting news there, while TikTok has seen remarkable growth, now attracting 17% of news consumers, up from a mere 3% in 2020. Even X (formerly Twitter), despite its evolving landscape, maintains a 12% share of news consumers.
The average American now spends approximately 2 hours and 9 minutes daily on social media platforms. Notably, TikTok commands the most time spent per month, with users averaging nearly 44 hours, followed by YouTube at approximately 24.5 hours. This indicates a strong preference for video-centric content.
Executive Insights on the Shifting Sands
Media executives are acutely aware of this transformative trend. Ms. Eleanor Vance, Chief Digital Officer at Apex Media Group, commented, “The data is undeniable. Our audiences are increasingly living and breathing on social media, and if we are to remain relevant, we must meet them where they are. This isn’t merely about distributing content; it’s about fostering engagement and building communities in these digital spaces.”
Mr. Marcus Thorne, CEO of Global News Networks, offered “For decades, television was the undisputed king of news delivery. While we continue to serve a vital role, the instantaneous nature and personalized algorithms of social media have undeniably captured the attention of a younger demographic. The challenge for us is to leverage these new channels without sacrificing the journalistic integrity and depth that define our brand.”
Indeed, the rise of “creators” and influencers on platforms like YouTube and TikTok, who often bypass traditional news gatekeepers, is a notable phenomenon. These personalities are attracting audiences that traditional media have struggled to reach, including younger demographics and those with lower trust in established news outlets.
The Road Ahead: Challenges and Opportunities
While the shift to social media presents new avenues for information dissemination, it also raises critical questions regarding accuracy, misinformation, and the long-term sustainability of traditional journalism. Concerns about distinguishing truth from falsehood online remain high, with 73% of Americans expressing such worries.
However, the future is not without opportunity. The increasing preference for video content suggests that news organizations must adapt their storytelling to more visual formats. The growing importance of news podcasting, particularly among younger, educated audiences, also presents a promising frontier for deeper engagement.
“The future of news is undeniably multi-platform,” says Mr. Thorne, “While the digital tide has certainly risen, the core mission of informing the public remains. Our success will hinge on our ability to innovate, to embrace new technologies, and to continue to earn the trust of our audiences, wherever they choose to consume their news.”
The coming years will undoubtedly see continued innovation and adaptation as the media industry navigates this profound and ongoing transformation.