"Legacy news media has long competed for audience with social media sites, video platforms, and streaming services. But a newer competitor - news creators - is pulling and retaining audiences in countries where mainstream media is struggling to keep them. A report published Tuesday by the Reuters Institute for the Study of Journalism (RISJ) identified geographical and generational differences in how much attention is paid to news creators compared to traditional media outlets and journalists on social and video platforms."
""There is a set of populous countries, generally where traditional media are under pressure and social media use is high, where news creators are having a significant impact and where a few individuals are reaching a significant number of people," the report's authors write. "At the other end of the spectrum, we find countries with strong brands and lower use of social media (mostly in northern and western Europe) where successful news creators are the exception rather than the rule.""
News creators are increasingly pulling and retaining audiences where mainstream media face pressure. Higher attention to creators appears in the United States, Mexico, Thailand, the Philippines, Nigeria, and Kenya; lower attention appears in Japan, Germany, the United Kingdom, Norway, and Australia. Adults under 35 who use social media are more likely to consume news from creators (48%) than from mainstream media (41%), while adults 35 and over pay more attention to mainstream media (44%) than creators (35%). Creators are individuals or small groups distributing content primarily through social and video networks and are independent from wider news institutions for some output. Audiences across 24 countries who use social or video networks reported these patterns.
Read at Nieman Lab
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