Americans’ trust in local news is slipping. New data shows a decline in perceived value and widening partisan gaps. Fewer people turn to traditional outlets, raising questions for publishers.
Media professionals tracking audience trust and engagement should note a significant shift: Americans are now less likely to trust local news organizations than they were a decade ago, according to new data from the Pew-Knight Initiative. This trend could impact local publishers’ ability to retain audiences, drive subscriptions, and maintain advertising revenue.
In 2016, 82% of U.S. adults said they trusted information from local news outlets. That figure has now dropped to 70%. The partisan gap in trust has also widened, with the difference between Republicans and Democrats growing from 6 percentage points in 2016 to 14 points today. While this divide remains smaller than the gap for national news, it signals that local news is no longer as insulated from political polarization as it once was.
Perceptions of local news’ importance are also declining. The share of Americans who say local news outlets are extremely or very important to their community’s well-being fell from 44% to 34% in just one year, with the steepest drop among Republicans. This erosion in perceived value could make it harder for local publishers to justify paywalls, attract sponsors, or build community support.
Audience behavior is changing as well. Fewer Americans now get local news from traditional sources like newspapers and TV stations. Instead, more people are turning to online forums, social media groups, and even local government officials for updates. Notably, 36% of Americans now get local news from news influencers-the same share as those who rely on daily newspapers.
This shift is especially pronounced among adults under 30, who prefer social media (41%) over news websites or television for local updates. Younger adults are also less likely to trust or follow local news at all, raising concerns about the future relevance of traditional outlets. Publishers may need to rethink distribution and engagement strategies to reach this next generation of news consumers.
Financial pressures are mounting. While more than half of Americans still believe their local news outlets are doing well financially, 39% now say these outlets are struggling-up from 24% in 2018. The industry has seen declines in newsroom employment and a reduction in full-time statehouse reporters, which may be affecting the quality and depth of local coverage. For example, fewer than half of Americans say it’s easy to find the information they need to make voting decisions about local elections.
Despite these challenges, local news still enjoys higher trust than national outlets, but the gap is narrowing. The challenge for local publishers is to demonstrate their value amid financial strain, technological disruption, and growing political divides. As highlighted in a recent campaign urging publishers to unite for journalism, building public trust remains a critical priority for the industry.
Katerina Eva Matsa, director of news and information research at the Pew Research Center, along with senior researcher Elisa Shearer and associate director Michael Lipka, contributed to the latest findings.
