{"id":8421,"date":"2025-03-24T10:00:00","date_gmt":"2025-03-24T14:00:00","guid":{"rendered":"https:\/\/cntiwpedev.wpenginepowered.com\/?p=8421"},"modified":"2026-03-24T11:02:56","modified_gmt":"2026-03-24T15:02:56","slug":"regular-influencer-content-consumers","status":"publish","type":"post","link":"https:\/\/cnti.org\/surveys\/regular-influencer-content-consumers\/","title":{"rendered":"Americans Who Rely on Content Creators or Influencers for News Are Active Consumers Who Value the Role of Journalism in Society"},"content":{"rendered":"\n<h2 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-delta-font-size\" id=\"introduction\">Introduction<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When you think about the people who produce news and journalism, what comes to mind? Perhaps a reporter with a mic and camera crew, the byline on a story from your favorite news organization, an anchor on a TV set. Turns out, this image is just one among an increasing number of possibilities.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to a recent Center for News, Technology &amp; Innovation (CNTI) survey of 1,025 U.S. adults conducted September 12-21, 2024,<sup data-fn=\"e4b9aaff-96bb-4b5f-8330-c10793a3a9de\" class=\"fn\"><a href=\"#e4b9aaff-96bb-4b5f-8330-c10793a3a9de\" id=\"e4b9aaff-96bb-4b5f-8330-c10793a3a9de-link\">1<\/a><\/sup> close to a quarter (22%) of U.S. adults get news and information online from individual creators or influencers regularly and about half (52%) do so at least occasionally. This report focuses primarily on the 22% who do so regularly and the ways they stand apart from \u2014 and in line with \u2014 other Americans. As with all CNTI research, this report was prepared by the research and professional staff of CNTI.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"About one-in-five Americans regularly get news and information from content creators or influencers\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-LVmbt\" src=\"https:\/\/datawrapper.dwcdn.net\/LVmbt\/8\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"231\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">U.S. adults who regularly get news and information from influencers or content creators are as, if not more, dedicated to staying informed as other Americans. In fact, they turn to organizations more than to individuals and recognize journalism as something distinct from news. Indeed, Americans who regularly get news and information online from influencers and content creators are highly engaged news consumers who \u2014 <a href=\"https:\/\/cnti.org\/article\/focus-group-insights-3-in-a-digital-world-getting-the-news-requires-more-work-not-less\/\"><span style=\"text-decoration: underline;\">like the rest of Americans<\/span><\/a> \u2014 turn to a wide range of places and people for news. Unlike other Americans, they do not prioritize getting news from professional journalists above getting informed quickly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They tend to be more technologically active than other Americans and have a more optimistic outlook on the future of the internet. They are also more optimistic about the potential impacts of AI on both their own ability to keep informed and journalists&#8217; ability to report.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Other than age, there are no significant demographic differences between those&nbsp;who regularly consume news and information from individual content creators or influencers and other Americans. Younger people are somewhat more likely to regularly or occasionally get information from influencers or content creators, but the age differences are small. Educational backgrounds and politics are largely the same among all groups.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<details class=\"wp-block-mbm-innerblock-accordion is-layout-flow wp-block-mbm-innerblock-accordion-is-layout-flow\">\n<summary class=\"wp-block-mbm-innerblock-accordion-title\">\n<h4 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-foxtrot-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fass\" data-icon=\"clipboard-list-check\" class=\"svg-inline--fa fa-clipboard-list-check \" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 384 512\"><path fill=\"currentColor\" d=\"M320 0l-256 0 0 32-64 0 0 480 384 0 0-480-64 0 0-32zM112 112l0-48 160 0 0 48-160 0zm58.1 101.2c-2.5 3.1-21.7 26.7-57.4 70.9l-3.2 3.9-23.5 0-3.2-4c-18.7-23.4-31-38.8-36.9-46.1l30-24c8.3 10.4 15.7 19.6 22 27.5 23.3-28.7 37.4-46.2 42.4-52.4l29.8 24.2zM192 232l128 0 0 48-128 0 0-48zM176 360l144 0 0 48-144 0 0-48zM64 352l64 0 0 64-64 0 0-64z\"><\/path><\/svg><\/span> Why We Did This Study<\/h4>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--open\"><div class=\"icon-container has-icon-color has-shade-3-color\" style=\"color:#F9F6F2;width:48px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"-2 -2 24 24\" aria-hidden=\"true\"><path d=\"M10 1c-5 0-9 4-9 9s4 9 9 9 9-4 9-9-4-9-9-9zm0 16c-3.9 0-7-3.1-7-7s3.1-7 7-7 7 3.1 7 7-3.1 7-7 7zm1-11H9v3H6v2h3v3h2v-3h3V9h-3V6zM10 1c-5 0-9 4-9 9s4 9 9 9 9-4 9-9-4-9-9-9zm0 16c-3.9 0-7-3.1-7-7s3.1-7 7-7 7 3.1 7 7-3.1 7-7 7zm1-11H9v3H6v2h3v3h2v-3h3V9h-3V6z\"><\/path><\/svg><\/div><\/div>\n\n\n\n<div class=\"wp-block-outermost-icon-block wp-block-mbm-innerblock-accordion-title__icon--closed\"><div class=\"icon-container has-icon-color has-shade-3-color\" style=\"color:#F9F6F2;width:48px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg viewBox=\"0 0 24 24\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\"><path d=\"M12 21C16.9706 21 21 16.9706 21 12C21 7.02944 16.9706 3 12 3C7.02944 3 3 7.02944 3 12C3 16.9706 7.02944 21 12 21ZM15.5303 8.46967C15.8232 8.76256 15.8232 9.23744 15.5303 9.53033L13.0607 12L15.5303 14.4697C15.8232 14.7626 15.8232 15.2374 15.5303 15.5303C15.2374 15.8232 14.7626 15.8232 14.4697 15.5303L12 13.0607L9.53033 15.5303C9.23744 15.8232 8.76256 15.8232 8.46967 15.5303C8.17678 15.2374 8.17678 14.7626 8.46967 14.4697L10.9393 12L8.46967 9.53033C8.17678 9.23744 8.17678 8.76256 8.46967 8.46967C8.76256 8.17678 9.23744 8.17678 9.53033 8.46967L12 10.9393L14.4697 8.46967C14.7626 8.17678 15.2374 8.17678 15.5303 8.46967Z\"><\/path><\/svg><\/div><\/div>\n<\/summary>\n\n\n\n<div class=\"wp-block-mbm-innerblock-accordion-body\">\n<p class=\"wp-block-paragraph\">News organizations are showing signs of <a href=\"https:\/\/www.cjr.org\/the_media_today\/news-organizations-embrace-creator-model-journalists-collaborate-compete-tiktok-instagram-youtube.php\"><span style=\"text-decoration: underline;\">recognizing influencers and content creators as their colleagues<\/span><\/a>. In the U.S. specifically, they were <a href=\"https:\/\/www.npr.org\/2024\/08\/21\/1198913105\/influencers-online-content-creators-democratic-national-convention\"><span style=\"text-decoration: underline;\">invited in to cover the Democratic National Convention<\/span><\/a> this past summer and the new Trump administration has actively encouraged \u201cpodcasters and social media influencers\u201d to <a href=\"https:\/\/www.thetimes.com\/us\/news-today\/article\/karoline-leavitt-white-house-spokesperson-tiktok-podcast-mddslm398\"><span style=\"text-decoration: underline;\">apply for press credentials<\/span><\/a> to cover the White House. Moreover, coverage of current conflicts \u2014 including those in <a href=\"https:\/\/www.nbcnews.com\/tech\/social-media\/instagram-palestinian-journalists-digital-creators-document-gaza-strik-rcna123067\"><span style=\"text-decoration: underline;\">Gaza<\/span> <\/a>and <a href=\"https:\/\/www.newyorker.com\/culture\/the-new-yorker-documentary\/a-ukrainian-tiktok-influencer-shares-her-life-as-a-refugee-in-following-valeria\"><span style=\"text-decoration: underline;\">Ukraine<\/span><\/a> \u2014 includes on-scene videos and updates shared by eye-witness content creators. Influencers are improving gaps in access to information in places where professional journalists are being <a href=\"https:\/\/rsf.org\/en\/one-year-gaza-how-israel-orchestrated-media-blackout-region-war\"><span style=\"text-decoration: underline;\">targeted<\/span><\/a> in the conflict or facing <a href=\"https:\/\/rsf.org\/en\/two-years-war-ukraine-rsf-welcomes-progress-journalists-access-front-line#:~:text=In%20the%20so%2Dcalled%20%E2%80%9Cyellow,areas%20as%20civilians%20in%20general.&amp;text=The%20zoning%20system%20for%20combat,explanation%20of%20how%20it%20works.&amp;text=The%20duration%20of%20journalists'%20accreditation,from%20six%20to%2012%20months.&amp;text=Accreditation%20is%20henceforth%20available%20to,attacks%20has%20grown%20steadily%20longer.\"><span style=\"text-decoration: underline;\">legal restrictions<\/span><\/a> on reporting from war zones.&nbsp;<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-62419ab2489056e394100338e6f3f9b0 wp-block-paragraph\">As the role of influencers and content creators in the information ecosystem expands, it is important to better understand how they view their role and how they fit into the public\u2019s broader news habits. This study examines the latter among U.S. adults. CNTI is pleased to add to the expanding research in this area, including recent work from the <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/digital-news-report\/2024\/rise-alternative-voices-and-news-influencers-social-and-video-networks\"><span style=\"text-decoration: underline;\">Reuters Institute<\/span><\/a> and <a href=\"https:\/\/www.pewresearch.org\/journalism\/2024\/11\/18\/americas-news-influencers\/\"><span style=\"text-decoration: underline;\">Pew Research Center<\/span><\/a>.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"has-link-color wp-elements-312836ce46240553b228abe68a2dd7ee wp-block-paragraph\"><strong>How We Did This Study<\/strong><\/p>\n\n\n\n<p class=\"has-link-color wp-elements-d85685bc3e0f15b1d458d6e0b5e41296 wp-block-paragraph\">In partnership with <a href=\"https:\/\/www.langerresearch.com\/\"><span style=\"text-decoration: underline;\">Langer Research Associates<\/span><\/a>, CNTI collected data from a probability sample in the United States (N = 1,025) as part of a larger <a href=\"https:\/\/cnti.org\/2024-public-survey\/\"><span style=\"text-decoration: underline;\">four-country survey<\/span><\/a>. The sample was weighted using demographic variables (age, sex, education and macroregion).<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-438cd2b0543e0657e9e7f1cda3dac645 wp-block-paragraph\">The question, \u201cHow often, if at all, do you get news and information online from individual content creators or influencers?\u201d was only asked of the U.S. sample. For this piece, we segmented the U.S. sample by their responses (never, rarely, occasionally or regularly).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More details are available in \u201c<a href=\"https:\/\/cnti.org\/article\/regular-influencer-content-consumers\/#:~:text=development%20in%20society.-,ABOUT%20THIS%20STUDY,-Why%20we%20did\"><span style=\"text-decoration: underline;\">About this study<\/span><\/a>\u201d and full questions and results are available in the <a href=\"https:\/\/cnti.org\/wp-content\/uploads\/2025\/03\/CNTI_2025_CreatorInfluencer_Crosstabs.pdf\"><span style=\"text-decoration: underline;\">crosstabs<\/span><\/a>.<\/p>\n<\/div>\n<\/details>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-delta-font-size\" id=\"findings\" style=\"text-transform:capitalize\">U.S. adults who regularly get news and information from content creators or influencers\u2026<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>&#8230;are actively engaged in issues and events, and more positive than other Americans about their ability to keep up<\/strong><\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Those who regularly get news from influencers keep up with issues and events as much or more than other Americans\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-WsP8H\" src=\"https:\/\/datawrapper.dwcdn.net\/WsP8H\/3\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"415\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Regular consumers of influencer content are more positive about their ability to keep informed\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-92KPg\" src=\"https:\/\/datawrapper.dwcdn.net\/92KPg\/5\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"415\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Those who regularly get news and information from content creators or influencers are more positive than others about their own ability to keep informed. About half (54%) feel positive about this ability, outpacing the 33-39% of other groups.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2026like other Americans, value the role of journalism in society, while also believing non-journalists can create it<\/strong><\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Regular consumers of influencer content value news organizations that employ reporters at similar levels as others\" aria-label=\"Bar Chart\" id=\"datawrapper-chart-cuXY7\" src=\"https:\/\/datawrapper.dwcdn.net\/cuXY7\/2\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"446\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Majorities across all groups view journalism and news as different\" aria-label=\"Bar Chart\" id=\"datawrapper-chart-zGcNT\" src=\"https:\/\/datawrapper.dwcdn.net\/zGcNT\/2\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"420\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Strong majorities of all Americans see \u201cnews organizations that employ reporters\u201d as critical for an informed society, ranging from 73% to 85%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While the plurality of all four groups keep informed about issues and events somewhat closely, 32% of those who regularly get news and information from content creators or influencers say they keep up very closely. That is comparable to those who never get news or information this way (27%) and more than those who occasionally or rarely do (20-21%).<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Most believe that people who are not journalists and &quot;everyday people&quot; can produce journalism, though those who never consume influencer content are least likely to agree\" aria-label=\"Split Bars\" id=\"datawrapper-chart-T2JY1\" src=\"https:\/\/datawrapper.dwcdn.net\/T2JY1\/3\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"413\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Strong majorities of all groups turn to organizations for information, though larger minorities of influencer consumers turn to individuals\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-ag5hL\" src=\"https:\/\/datawrapper.dwcdn.net\/ag5hL\/10\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"415\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Among those who regularly consume information and news from influencers or content creators, about three-quarters say that \u201cpeople who are not journalists\u201d as well as \u201ceveryday people\u201d can produce journalism. Majorities of all Americans share these views, although they are slimmer majorities among those who never consume news and information this way. About two-thirds of those who regularly consume news and information this way view \u201cjournalism\u201d and \u201cnews\u201d as different, as do comparable numbers of all groups.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People who regularly or occasionally get news and information from influencers or content creators are more likely to say they look for information from individuals compared with those who rarely or never do, but at least two-thirds of all groups turn first to organizations.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2026prioritize speed in getting informed comparably to hearing from professional journalists; all others say hearing from professional journalists is more important<\/strong><\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Most people prioritize getting news from professional journalists over getting it quickly \u2014 except for regular consumers of influencer content\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-EYplW\" src=\"https:\/\/datawrapper.dwcdn.net\/EYplW\/2\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"708\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Among six factors important to choosing how to get informed, more than one-third of those who regularly get news and information from content creators or influencers select \u201cgetting the news quickly&#8221; (48%), \u201cbeing able to go more or less in-depth on a story\u201d (42%), \u201cgetting the news from professional journalists\u201d (41%) and \u201cseeing news from many different sources\u201d (39%).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They consider timeliness (\u201cgetting the news quickly\u201d) and the source (\u201cgetting the news from professional journalists\u201d) as comparably important; everyone else prioritizes the source (39-52% say it\u2019s \u201cvery important\u201d) over speed (25-30%). The full list of items asked about is available <a href=\"https:\/\/cnti.org\/wp-content\/uploads\/2025\/03\/CNTI_2025_CreatorInfluencer_Crosstabs.pdf\"><span style=\"text-decoration: underline;\">here<\/span><\/a>.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2026have more technology-driven media habits than other Americans, but do not rely solely on social media<\/strong><\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Regular consumers of influencer content rely more on digital technology to keep informed\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-MaJsW\" src=\"https:\/\/datawrapper.dwcdn.net\/MaJsW\/4\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"450\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Reliance on both social media and news organizations are related to consumption of creator\/influencer content\" aria-label=\"Split Bars\" id=\"datawrapper-chart-7yOvG\" src=\"https:\/\/datawrapper.dwcdn.net\/7yOvG\/8\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"404\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The more often people get news and information from content creators or influencers, the more likely they are to rate digital technology \u201cvery important\u201d to their ability to get informed.<sup data-fn=\"209af4c2-fb71-4e7d-8c0e-af4dc3b6b29f\" class=\"fn\"><a href=\"#209af4c2-fb71-4e7d-8c0e-af4dc3b6b29f\" id=\"209af4c2-fb71-4e7d-8c0e-af4dc3b6b29f-link\">2<\/a><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When asked which of seven different pathways people use most often for news, those who regularly get news and information from content creators or influencers are split between social media (39%) and a specific news organization (38%). The rest of Americans turn to specific organizations more often than social media.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2026are more optimistic than others about developments in technology<\/strong><\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Regular consumers of influencer content are more positive about developments in digital technology for keeping informed\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-cfd3q\" src=\"https:\/\/datawrapper.dwcdn.net\/cfd3q\/5\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"452\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A majority of those who regularly get news and information from content creators or influencers think digital technology will have a positive impact on their ability to keep informed; about half or less of all other groups agree.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Regular consumers of influencer content are equally or more positive than others about the prospective impact of AI on their ability to keep informed\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-VcdsF\" src=\"https:\/\/datawrapper.dwcdn.net\/VcdsF\/9\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"462\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Regular consumers of influencer content are more positive about the prospective impact AI will have on journalists\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-3WkjF\" src=\"https:\/\/datawrapper.dwcdn.net\/3WkjF\/4\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"435\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">When compared with other groups, they are equally or more positive about AI\u2019s long-term impact on both their ability to keep informed about issues and events and journalists\u2019 reporting ability.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<iframe title=\"Regular consumers of influencer content are more confident the internet will be a place to get and share news openly in the future\" aria-label=\"Stacked Bars\" id=\"datawrapper-chart-hCFlU\" src=\"https:\/\/datawrapper.dwcdn.net\/hCFlU\/5\/\" scrolling=\"no\" frameborder=\"0\" style=\"width: 0; min-width: 100% !important; border: none;\" height=\"433\" data-external=\"1\"><\/iframe><script>!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}}))}();\n<\/script>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:16px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Those who regularly get news and information from content creators or influencers are confident that the internet will remain an open place to share news, with 30% very confident, and an additional 43% somewhat confident. They are about twice as likely as others to be very confident.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:64px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-delta-font-size\" id=\"conclusion\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Those who regularly get news and information online from content creators or influencers are similar to other Americans in that they value news and journalism but they do not see journalism as the exclusive province of journalists.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They are also unique in other ways. They are the only group who does not prioritize getting the news from professional journalists over getting the news quickly. They see digital technology as very important to getting informed, more than how the rest of Americans see it. They are also more positive about developments in technology, including the future of the internet and the role of AI. That might be why they are more positive about their personal ability to keep informed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Overall, this research points to the role that individual news creators play in many people\u2019s information habits. For the public, more traditional providers of journalism and individual providers have already begun to come together to provide a full news experience. The way information providers may or may not collaborate and complete one another on the production side remains to be seen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the range of relied-upon sources for news and information continues to expand, there is a great deal more to learn about the public, news producers and the broader network of digital content (including its creation, access and sharing). CNTI looks forward to continuing to study these topics and collaborate with other researchers to better understand these areas of development in society.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:64px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-delta-font-size\" id=\"about\">About This Study<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">News organizations are showing signs of <a href=\"https:\/\/www.cjr.org\/the_media_today\/news-organizations-embrace-creator-model-journalists-collaborate-compete-tiktok-instagram-youtube.php\"><span style=\"text-decoration: underline;\">recognizing influencers and content creators as their colleagues<\/span><\/a>. In the U.S. specifically, they were <a href=\"https:\/\/www.npr.org\/2024\/08\/21\/1198913105\/influencers-online-content-creators-democratic-national-convention\"><span style=\"text-decoration: underline;\">invited in to cover the Democratic National Convention<\/span><\/a> this past summer and the new Trump administration has actively encouraged \u201cpodcasters and social media influencers\u201d to <a href=\"https:\/\/www.thetimes.com\/us\/news-today\/article\/karoline-leavitt-white-house-spokesperson-tiktok-podcast-mddslm398\"><span style=\"text-decoration: underline;\">apply for press credentials<\/span><\/a> to cover the White House. Moreover, coverage of current conflicts \u2014 including those in <a href=\"https:\/\/www.nbcnews.com\/tech\/social-media\/instagram-palestinian-journalists-digital-creators-document-gaza-strik-rcna123067\"><span style=\"text-decoration: underline;\">Gaza<\/span><\/a> and <a href=\"https:\/\/www.newyorker.com\/culture\/the-new-yorker-documentary\/a-ukrainian-tiktok-influencer-shares-her-life-as-a-refugee-in-following-valeria\"><span style=\"text-decoration: underline;\">Ukraine<\/span><\/a> \u2014 includes on-scene videos and updates shared by eye-witness content creators. Influencers are improving gaps in access to information in places where professional journalists are being <a href=\"https:\/\/rsf.org\/en\/one-year-gaza-how-israel-orchestrated-media-blackout-region-war\"><span style=\"text-decoration: underline;\">targeted<\/span><\/a> in the conflict or facing <a href=\"https:\/\/rsf.org\/en\/two-years-war-ukraine-rsf-welcomes-progress-journalists-access-front-line#:~:text=In%20the%20so%2Dcalled%20%E2%80%9Cyellow,areas%20as%20civilians%20in%20general.&amp;text=The%20zoning%20system%20for%20combat,explanation%20of%20how%20it%20works.&amp;text=The%20duration%20of%20journalists'%20accreditation,from%20six%20to%2012%20months.&amp;text=Accreditation%20is%20henceforth%20available%20to,attacks%20has%20grown%20steadily%20longer.\"><span style=\"text-decoration: underline;\">legal restrictions<\/span><\/a> on reporting from war zones. CNTI is pleased to add to the expanding research in this area, including recent work from the <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/digital-news-report\/2024\/rise-alternative-voices-and-news-influencers-social-and-video-networks\"><span style=\"text-decoration: underline;\">Reuters Institute<\/span><\/a> and <a href=\"https:\/\/www.pewresearch.org\/journalism\/2024\/11\/18\/americas-news-influencers\/\"><span style=\"text-decoration: underline;\">Pew Research Center<\/span><\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As with all CNTI research, this report was prepared by the research and professional staff of CNTI. This project was financially supported by CNTI\u2019s <a href=\"https:\/\/cnti.org\/about\/\"><span style=\"text-decoration: underline;\">funders<\/span><\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This report is part of CNTI\u2019s broader \u201c<a href=\"https:\/\/cnti.org\/topic\/defining-news\/\"><span style=\"text-decoration: underline;\">Defining News Initiative<\/span><\/a>\u201d which examines questions surrounding this theme in policy, technological developments and the views of journalists, in addition to public perceptions. The survey data in this report measure the public\u2019s perceptions of news, journalism and technology in the United States. (Read our four-country survey report <a href=\"https:\/\/cnti.org\/2024-public-survey\/\"><span style=\"text-decoration: underline;\">here<\/span><\/a>.) These data were collected in parallel with a <a href=\"https:\/\/cnti.org\/2024-journalist-survey\/\"><span style=\"text-decoration: underline;\">global survey of journalists<\/span><\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CNTI was motivated by several overarching questions:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How does the public navigate new ways of being informed?<\/li>\n\n\n\n<li>Where do they see journalism fitting in?<\/li>\n\n\n\n<li>How can journalism do a better job of communicating its unique value?<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Answers to these questions are central for better understanding the evolving information ecosystem. As CNTI learned in a series of <a href=\"https:\/\/cnti.org\/topic\/defining-news\/\"><span style=\"text-decoration: underline;\">focus groups<\/span><\/a> last year in Australia, Brazil, South Africa and the United States, people are putting a lot of work into getting themselves up to speed on news. At the same time, many are actively <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/news\/people-are-turning-away-news-heres-why-it-may-be-happening\"><span style=\"text-decoration: underline;\">tuning news out<\/span><\/a>, expressing a sense that it is overwhelming.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-delta-font-size\" id=\"how\">How We Did This<\/h2>\n\n\n\n<p class=\"has-link-color wp-elements-027e3bad08f1e02e1937d9118a766ba2 wp-block-paragraph\">CNTI\u2019s survey questionnaire was developed internally by our research team and advisors in consultation with <a href=\"https:\/\/www.langerresearch.com\/\"><span style=\"text-decoration: underline;\">Langer Research Associates<\/span><\/a>. Focus groups were initially run in Australia, Brazil, South Africa and the United States which informed the development of the questionnaire. Additional details on themes from the focus groups may be found in a series of <a href=\"https:\/\/cnti.org\/topic\/defining-news\/\"><span style=\"text-decoration: underline;\">essays<\/span><\/a> available on CNTI\u2019s <a href=\"https:\/\/cnti.org\"><span style=\"text-decoration: underline;\">website<\/span><\/a>.<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-898b0fa2ef288e341cab7767f8dccbe6 wp-block-paragraph\">In partnership with Langer Research Associates, the United States survey data were collected through Ipsos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>United States<\/strong> data are from Ipsos\u2019s probability-based online KnowledgePanel\u00ae and was conducted from September 12-21, 2024. A total of 1,670 panelists were initially selected and 1,053 completed the survey. A total of 28 respondents were removed during the quality control process, yielding a final sample size of 1,025 respondents. The design effect was 1.13 and a margin of error of 3.3 points. The survey was available in English (<em>n<\/em> = 983) and Spanish (<em>n <\/em>= 42). All surveys were self-administered online, and the median interview length was 10 minutes and 23 seconds. The sample collection age categories were: 18-29, 30-44, 45-59 and 60+.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"has-link-color wp-elements-53243ab9fea06466926e0fda397ab3f1 wp-block-paragraph\">The question, \u201cHow often, if at all, do you get news and information online from individual content creators or influencers?\u201d was only asked of the U.S. sample.<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-467db1c1068f9b3fa9d5fc0c771de516 wp-block-paragraph\">Technical reports from the survey vendors are available upon request from <a href=\"mailto:info@innovating.news\"><span style=\"text-decoration: underline;\">info@innovating.news<\/span><\/a>.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-delta-font-size\" id=\"surveydata\">How We Weighted Survey Data<\/h2>\n\n\n\n<p class=\"has-link-color wp-elements-2e77bd51e5f8709b1f41c7004b34d756 wp-block-paragraph\">The data were weighted using demographic variables (i.e., age, sex, education and macroregion). While each individual country used a different age breakdown for sample collection, we opted to recode the age breakdown into the following categories: 18-29, 30-44, 45-54 and 55+. These categories were used to ensure there were at least 100 weighted respondents in each group.<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-e4bb87e65ab43902fb48325ff91372c7 wp-block-paragraph\">For specific questions about the sample frames, weighting procedures and\/or additional survey details, please send an email to the research team at <a href=\"mailto:info@innovating.news\"><span style=\"text-decoration: underline;\">info@innovating.news<\/span><\/a>.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-delta-font-size\" id=\"analyzeddata\">How We Analyzed The Data<\/h2>\n\n\n\n<p class=\"has-link-color wp-elements-6b80042e7b9ab99e380817d31dfd9091 wp-block-paragraph\">Data were analyzed using the <a href=\"https:\/\/www.r-project.org\/\"><span style=\"text-decoration: underline;\">R<\/span><\/a> statistical computing language. In addition to base R functions, several packages (libraries) were used to clean and analyze the data. These included: <a href=\"https:\/\/googledrive.tidyverse.org\/\"><span style=\"text-decoration: underline;\">googledrive<\/span><\/a>, <a href=\"https:\/\/github.com\/pewresearch\/pewmethods?tab=readme-ov-file#readme\"><span style=\"text-decoration: underline;\">pewmethods<\/span><\/a>, <a href=\"https:\/\/cran.r-project.org\/web\/packages\/pollster\/pollster.pdf\"><span style=\"text-decoration: underline;\">pollster<\/span><\/a>, <a href=\"https:\/\/cran.r-project.org\/web\/packages\/survey\/survey.pdf\"><span style=\"text-decoration: underline;\">survey<\/span><\/a> and <a href=\"https:\/\/www.tidyverse.org\/packages\/\"><span style=\"text-decoration: underline;\">tidyverse<\/span><\/a>. We recoded missing, refused and don\u2019t know responses into a catch-all category to keep the sample sizes for each country consistent across each question that did not explicitly have survey logic (i.e., questions that were asked to every respondent).<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-c7c843c4a0317bb11f19dbeef9d1ce62 wp-block-paragraph\">Data were analyzed using the demographic sample weights supplied by Ipsos and Langer Research Associates. These weights were applied to every analysis and crosstabs in this report. Non-statistical analyses consisted of toplines and crosstabs. Statistical analyses found in this report consisted of Chi-square proportion tests (see the \u201cHow we tested for statistical significance\u201d section below).&nbsp;<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-d9acaa1dfa3d28349c0965300f38cd36 wp-block-paragraph\">Exploratory analyses were run to learn about the data and responses. These methods consisted of both linear (ordinary least squares) and non-linear regression (logistic regression, ordered logistic regression).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How we addressed data quality<\/strong><\/p>\n\n\n\n<p class=\"has-link-color wp-elements-e834a5bb1da02da7caa7469fe2a07b40 wp-block-paragraph\">Data quality in the open-ended responses received attention during the analysis phase of the project. CNTI worked with Langer Research Associates and country vendors to review what interviewers recorded from respondents\u2019 open ends. Several anomalies and mistakes were found and addressed where possible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How we tested for statistical significance<\/strong><\/p>\n\n\n\n<p class=\"has-link-color wp-elements-d0bfa27cc1554f26223d577806bf0b12 wp-block-paragraph\">We analyzed the results using Chi-squared proportion tests to assess differences in responses between groups. We used a standard threshold of <em>p <\/em>&lt; 0.05 for assessing statistical significance. Differences mentioned in the report text are statistically significant.<\/p>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-aktiv-grotesk-condensed-font-family has-delta-font-size\" id=\"notes\">Additional Notes on Methods<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Responses to the question PSAIHELP1 and PSJHELP2 in the online U.S. survey were updated after recontacting individuals who responded \u201cDon\u2019t know.\u201d Responses for recontacted individuals were added back into the survey as a new question and added to the answers from those who did not reply \u201cDon\u2019t know.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The crosstab data for PSAIHELP1 and PSJHELP2 reflect all \u201cDon\u2019t know\u201d responses being grouped into the \u201cDK\/Refused\/Missing\u201d catch-all category.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100 is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/cnti.org\/wp-content\/uploads\/2025\/03\/CNTI_2025_CreatorInfluencer_Crosstabs.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fass\" data-icon=\"download\" class=\"svg-inline--fa fa-download \" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 448 512\"><path fill=\"currentColor\" d=\"M256 32l0-32-64 0 0 242.7c-30.7-30.7-52-52-64-64L82.7 224c2.9 2.9 42.4 42.4 118.6 118.6L224 365.3c2.9-2.9 42.4-42.4 118.6-118.6L365.3 224 320 178.7c-12 12-33.3 33.3-64 64L256 32zM0 320l0 160 448 0 0-160-110.9 0c-37.7 37.7-75.4 75.4-113.1 113.1-37.7-37.7-75.4-75.4-113.1-113.1L0 320zm368 56a24 24 0 1 1 0 48 24 24 0 1 1 0-48z\"><\/path><\/svg><\/span> Download Crosstabs<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-shade-2-color has-alpha-channel-opacity has-shade-2-background-color has-background\"\/>\n\n\n\n<div class=\"wp-block-gridible-responsive-spacer\" style=\"height:32px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p class=\"has-aktiv-grotesk-font-family has-foxtrot-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:700\">Footnotes<\/p>\n\n\n<ol class=\"wp-elements-cfe79fd491e5866b2e9d890cee6a967f wp-block-footnotes\"><li id=\"e4b9aaff-96bb-4b5f-8330-c10793a3a9de\">The question, \u201cHow often, if at all, do you get news and information online from individual content creators or influencers?\u201d was only asked if the respondent was based in the U.S.  <a href=\"#e4b9aaff-96bb-4b5f-8330-c10793a3a9de-link\" aria-label=\"Jump to footnote reference 1\">\u21a9\ufe0e<\/a><\/li><li id=\"209af4c2-fb71-4e7d-8c0e-af4dc3b6b29f\">Those who occasionally or rarely consume news and information this way are not significantly different but all other pairwise comparisons are different.\u00a0 <a href=\"#209af4c2-fb71-4e7d-8c0e-af4dc3b6b29f-link\" aria-label=\"Jump to footnote reference 2\">\u21a9\ufe0e<\/a><\/li><\/ol>","protected":false},"excerpt":{"rendered":"<p>Many of the most active US news consumers rely on professional journalists alongside content creators and influencers<\/p>\n","protected":false},"author":1,"featured_media":8422,"parent":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_mbm_post_meta_color_slug":[],"_mbm_featured_category_id":"79","inline_featured_image":false,"_mbmamp_team_author_id":[7825,7905,7891,7897,8296],"footnotes":"[{\"content\":\"The question, \\u201cHow often, if at all, do you get news and information online from individual content creators or influencers?\\u201d was only asked if the respondent was based in the U.S. \",\"id\":\"e4b9aaff-96bb-4b5f-8330-c10793a3a9de\"},{\"content\":\"Those who occasionally or rarely consume news and information this way are not significantly different but all other pairwise comparisons are different.\\u00a0\",\"id\":\"209af4c2-fb71-4e7d-8c0e-af4dc3b6b29f\"}]"},"categories":[79],"tags":[],"cnti-focus-area":[106],"cnti-topic":[88],"class_list":["post-8421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-surveys","cnti-focus-area-news-relevance","cnti-topic-media-sustainability-relevance"],"acf":{"cnti_article_quick_read_link_file":{"simple_value_formatted":"","value_formatted":"","value":"","field":{"ID":0,"key":"field_6609f4b7a6240","label":"Quick 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Please contact the author for help.<\/em><\/code>","value_formatted":[{"post_summary_point":{"simple_value_formatted":"<b>Regular Consumers of Influencer Content Are Highly Engaged News Consumers<\/b> Approximately 22% of U.S. adults regularly obtain news and information from individual content creators or influencers, and 52% do so at least occasionally. This group is as engaged, if not more so, than other Americans in staying informed. They often turn to organizations for news and recognize journalism as distinct from news itself. Notably, they do not prioritize getting news from professional journalists above the need to stay informed quickly.","value_formatted":"<b>Regular Consumers of Influencer Content Are Highly Engaged News Consumers<\/b> Approximately 22% of U.S. adults regularly obtain news and information from individual content creators or influencers, and 52% do so at least occasionally. This group is as engaged, if not more so, than other Americans in staying informed. They often turn to organizations for news and recognize journalism as distinct from news itself. Notably, they do not prioritize getting news from professional journalists above the need to stay informed quickly.","value":"<b>Regular Consumers of Influencer Content Are Highly Engaged News Consumers<\/b> Approximately 22% of U.S. adults regularly obtain news and information from individual content creators or influencers, and 52% do so at least occasionally. This group is as engaged, if not more so, than other Americans in staying informed. They often turn to organizations for news and recognize journalism as distinct from news itself. Notably, they do not prioritize getting news from professional journalists above the need to stay informed quickly.","field":{"ID":0,"key":"field_68e002c61a3c3","label":"Point","name":"post_summary_point","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e002a51a3c2","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e002a51a3c2","_name":"post_summary_point","_valid":1}}},{"post_summary_point":{"simple_value_formatted":"<b>They Value Journalism but See It as a Broader Endeavor<\/b> While this group values the role of journalism in society, they believe that non-journalists can also create news. They consider both the timeliness of news and the credibility of the source as comparably important. This perspective reflects a more inclusive view of who can contribute to the news ecosystem.","value_formatted":"<b>They Value Journalism but See It as a Broader Endeavor<\/b> While this group values the role of journalism in society, they believe that non-journalists can also create news. They consider both the timeliness of news and the credibility of the source as comparably important. This perspective reflects a more inclusive view of who can contribute to the news ecosystem.","value":"<b>They Value Journalism but See It as a Broader Endeavor<\/b> While this group values the role of journalism in society, they believe that non-journalists can also create news. They consider both the timeliness of news and the credibility of the source as comparably important. This perspective reflects a more inclusive view of who can contribute to the news ecosystem.","field":{"ID":0,"key":"field_68e002c61a3c3","label":"Point","name":"post_summary_point","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e002a51a3c2","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e002a51a3c2","_name":"post_summary_point","_valid":1}}},{"post_summary_point":{"simple_value_formatted":"<b>They Are More Technology-Driven and Optimistic About the Future<\/b> Regular consumers of influencer content tend to have more technology-driven media habits than other Americans. They rate digital technology as very important to their ability to stay informed. 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Approximately 30% are very confident, and an additional 43% are somewhat confident, which is about twice as likely as others to be very confident.","field":{"ID":0,"key":"field_68e002c61a3c3","label":"Point","name":"post_summary_point","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":"field_68e002a51a3c2","wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","allow_in_bindings":0,"placeholder":"","prepend":"","append":"","parent_repeater":"field_68e002a51a3c2","_name":"post_summary_point","_valid":1}}},{"post_summary_point":{"simple_value_formatted":"<b>They Combine Influencer Content with Traditional News Sources<\/b> While they consume content from influencers, they do not rely solely on social media for news. When asked about their most frequent news sources, they are split between social media (39%) and specific news organizations (38%). 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