News has gone social. What the 2026 Digital News Report means for brands
Social and video platforms are now the most-used source of news worldwide, creators are a real force, and AI chatbots are growing fast from a small base.
The Reuters Institute’s 2026 Digital News Report, based on around 97,500 people in 48 markets, found social media and video networks are now the most widely used source of news globally, at 54%, ahead of TV (52%) and news websites and apps (51%) for the first time [1].
Key numbers
Trust in news is at 37%, the lowest since the report began measuring it [1].
27% get news from news-focused creators; 46% from creators of any kind [1].
Weekly use of AI chatbots for news rose from 7% to 10%, and 16% among under-35s [1].
YouTube (69%), Facebook (67%), Instagram (53%) and TikTok (37%) lead weekly platform use [1].
77% watch online video every week [1].
What it means for brands
Earned media now runs through people. Creators and experts are as important as publications for getting your story out.
Video is the default format. If your story isn’t on video, most people won’t see it.
Trust is scarce. Be accurate, cite your claims and avoid anything that looks like spin.
Plan for AI summaries. More people will meet your news through a chatbot’s version of it. Make sure the facts about you are easy to find and consistent.
Sources
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