Reuters 2025: Why Marketers Should Rethink News, Platforms and Content

The way people consume news is changing—fast. The 2025 Reuters Digital News Report reveals a fragmented, platform-led world where traditional media struggles to stay relevant, and trust is increasingly in the hands of creators, not institutions.

For marketers, this is more than a media story. It's a shift in attention, behavior, and influence.

What the Global Data Tells Us

• Traditional media continues to decline
  TV, print, and even news websites are seeing reduced engagement year over year.
• Social media and video platforms dominate
  YouTube, TikTok, and Instagram have become primary sources of news—especially for Gen Z.
• Trust is fragile
  Only 40% globally say they trust most news. AI-driven content adds complexity to credibility.
• AI is here, but not fully embraced
  7% of people globally use AI for news weekly—15% among under-25s. Many welcome summaries and translations, but still want human oversight.
• Podcasts evolve into visual formats
  Video podcasts on TikTok and YouTube are helping reach younger, educated audiences.

What This Means for Brands

• People follow people: Influencers, not outlets, are shaping opinions.
• Format is everything: Short-form video, Reels, explainers, and chat-friendly content drive engagement.
• Trust is built, not bought: Authenticity beats production value.
• Mobile-first isn't optional: It's the default.

🇹🇷 Regional Focus: Turkey

From Legacy to Likes – Turkey’s Digital News Shift

Turkey’s media landscape reflects the broader global patterns, amplified by local dynamics. While political and legal pressures affect how the media operates, consumers are making their own choices about where, how, and from whom they get their news.

What’s Changing in Turkey?

• Print has nearly disappeared
  From 54% in 2016 to just 16% in 2025
• TV holds ground
  Still reaching 56% of the population weekly
• Online is dominant
  72% access digital news weekly via websites or apps
• Social platforms lead
  Especially among younger users, platforms like Instagram and YouTube are now primary news sources

, Smartphones dominate: 82% of Turkish news consumers access content on mobile devices.

Where Trust Stands

• Only 33% of respondents in Turkey trust most news (33rd out of 48 countries)
• Most trusted brands include:
  • NOW TV News (61%)
  • Sözcü TV (54%)
  • Halk TV (53%)
  • Cumhuriyet & NTV (52%)

Content Strategy Takeaways for Turkey

• Be where the audience is: TikTok, YouTube, and Instagram are key
• Leverage creators: Personality-led content builds stronger engagement
• Keep it platform-native: Adapt messaging to each channel’s style
• Prioritize credibility: In a low-trust market, transparency is a differentiator

In Summary

• Print is no longer a viable news channel
• Mobile and social define how content is consumed
• Trust is fragmented, but still possible to build
• Creators are more powerful than brands
• AI and summarised content are rising, but still need the human touch

Final word for marketers:
The Reuters 2025 report makes one thing clear: How and where you say it is now just as important as what you say. Whether you're a brand, a publisher, or a content creator, understanding this shift is key to staying relevant.

Source: https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2025/dnr-executive-summary