The Shifting Landscape of News: How Creators, Platforms, and Audiences Are Redefining Journalism

Traditional media is under pressure. As trust declines and audiences migrate to creator-led content on platforms like YouTube and TikTok, the rules of journalism are changing. This guide explores what it takes to stay relevant in this new environment.

• 40% of people globally trust the news, down sharply in major markets.
• Under-35s now rely more on YouTube and TikTok for news than on traditional media.
• Creator-led content consistently outperforms legacy news brands.
  AI and misinformation are disrupting the flow of reliable information.
  

This shift isn’t coming - it’s already here. Understanding these dynamics is critical for any media professional, journalist, or platform strategist.