Report Reveals the Growing Influence of Podcasters and AI in U.S. News Consumption, Eroding Traditional Media

In a groundbreaking new report released by the Reuters Institute for the Study of Journalism, a significant shift in how Americans consume news has been highlighted. According to the Digital News Report 2025, traditional media outlets are increasingly losing their grip on the American public as new sources—such as popular podcasters and AI-driven news aggregation tools—become the preferred methods of news dissemination. This change marks a defining moment in the evolution of media consumption, especially among younger Americans.

A Shift in News Consumption Patterns

The report, which is based on an online survey of nearly 100,000 people across 48 markets, shows that for the first time, more Americans are turning to social media and video networks as their primary news sources than traditional TV and news websites. This shift comes just after the January 2025 U.S. presidential inauguration, a pivotal time for political discourse. The findings suggest that social and video platforms are becoming central to how Americans access news and commentary.

The Rise of Podcasters and Online Personalities

One of the most notable revelations of the report is the growing influence of podcasters and online personalities in shaping public opinion. High-profile figures like Joe Rogan, Tucker Carlson, Megyn Kelly, Candace Owens, and Ben Shapiro have attracted millions of viewers, especially during the period following the inauguration. The report found that 20% of Americans came across news or commentary from Rogan, while 14% encountered commentary from Carlson. These figures highlight the massive reach of such personalities, who have gained influence by creating content on social media and video networks like YouTube, X (formerly Twitter), and Instagram.

“These are not just big numbers in themselves,” wrote Nic Newman, Senior Research Associate at the Reuters Institute, “These creators are also attracting audiences that traditional media struggle to reach. Some of the most popular personalities over-index with young men, right-leaning audiences, and people who have low levels of trust in mainstream media outlets.”

The Shift in Demographics: Young Audiences and Political Polarization

Perhaps the most striking aspect of this shift is how it particularly impacts younger generations. The survey revealed that over half of Americans under the age of 35 rely on social media and video platforms as their primary news sources. Globally, 44% of people aged 18 to 24 reported using these platforms for news, underlining the trend of younger people seeking alternative, often more personalized, forms of media. This younger audience is increasingly tuning into platforms where political discourse is framed by figures with strong personal brands and ideological viewpoints.

While these creators have gained vast followings, they also represent a more polarized media ecosystem. The report notes that these online personalities, especially those with right-leaning stances, attract audiences that feel alienated from traditional, mainstream news outlets. This shift is changing the way news is not only consumed but also discussed and understood.

AI Chatbots and Their Growing Role in News Consumption

AI chatbots are another emerging trend in how people are accessing news, particularly among younger demographics. The report found that 15% of respondents under 25 use AI-driven platforms, such as ChatGPT, to get news updates weekly, compared to just 7% of the general population. The increasing popularity of AI as a news source highlights a potential shift in how people process and filter information. AI-driven tools can summarize news, offer quick updates, and even generate personalized news briefs for users, potentially displacing traditional search engines and publisher websites.

However, this shift raises concerns about the future of publisher websites, as AI platforms may diminish the need for users to click through to full articles. This could lead to a decline in search referral traffic, impacting traditional news outlets’ business models. With platforms like ChatGPT, Google’s Gemini, and Meta AI taking a central role in content consumption, the impact on the broader news ecosystem is still unfolding.

Social Media Platforms: The New News Hub

Among social media platforms, X (formerly Twitter) has become increasingly popular as a source of news, especially for young, right-leaning users. The report found that 23% of Americans are now consuming news on X, an increase of 8 percentage points from the previous year. This reflects X’s growing dominance as a news platform, particularly in political discourse. However, other emerging platforms like Threads, Bluesky, and Mastodon are struggling to gain traction, with each having a minimal reach (2% or less) in news consumption globally.

Trust in News Remains a Concern

Despite the rise of new media formats, one consistent theme throughout the report is the ongoing concern regarding trust in news. In the U.S., over 70% of respondents expressed concern about their ability to differentiate between true and false news online—similar to the previous year. Globally, 58% of respondents voiced the same worry, highlighting a deep-seated issue with misinformation and the credibility of news sources.

Political analysts suggest that trust in news is becoming increasingly polarized, with conservative-leaning viewers gravitating toward figures like Rogan and Carlson, while progressive audiences remain loyal to traditional outlets. This divide contributes to the challenge of maintaining a neutral, trustworthy news environment, as many feel their news sources are either too biased or unreliable.

What Does This Mean for the Future of Media?

The continued shift toward social media influencers and AI-driven platforms as primary sources of news presents a significant challenge for traditional media outlets. The increasing reliance on personalized, bite-sized news is reshaping how political discourse is shaped. While platforms like Substack and YouTube offer independent voices, they also contribute to the rise of media fragmentation, with individuals choosing news based on their political views and preferences rather than objective reporting.

For mainstream media like MSNBC, CNN, and others, the decline in traditional viewership is undeniable, and finding ways to adapt to these new consumption habits will be key. In a world where news is increasingly personalized, engaging younger audiences through non-traditional media platforms is no longer optional—it’s essential.

As the media landscape evolves, the future of journalism will hinge on whether outlets can balance the demand for sensational content with the responsibility to provide accurate, trustworthy reporting. In a time when news is not only a commodity but a battleground for political and ideological influence, the role of traditional media is being continuously challenged by both social media figures and AI platforms that continue to gain traction.