Traditional news outlets are losing audience and revenue. News creators are capturing attention, especially among younger users. The latest Reuters report reveals how these influencers are changing news consumption.
Media professionals tracking audience shifts and revenue models are watching a new dynamic unfold: news creators, also called news influencers, are rapidly expanding their reach while traditional publishers struggle with declining interest and stagnant digital subscriptions. The Reuters Digital News Report 2026 finds that global interest in news has dropped since the pandemic, with fewer users visiting publisher websites and apps. Paid digital news subscriptions remain stuck at 17% worldwide and just 10% in the UK, while advertising uncertainty continues to pressure established outlets.
Against this backdrop, news creators are emerging as a significant force. According to the report, 27% of people globally encountered news content from dedicated news creators in the past week. When including creators who occasionally discuss current affairs, that figure jumps to 46%. Usage is highest in countries where traditional media brands are less dominant and social platforms like YouTube, Instagram, and TikTok are more popular. In Brazil, one-third of respondents get news from creators, and in Thailand, nearly half do. The UK, with its strong legacy media, sees lower but still notable engagement: 18% of respondents access news-focused creators weekly, rising to 25% when including those who cover news occasionally. Among the most recognized UK creators are Dylan Page (News Daddy), Meidas Touch, and TLDR News, with Dylan Page amassing over 19 million TikTok followers worldwide.
Publishers are keen to understand what draws audiences to creator content. The Reuters survey asked users to compare creators and traditional outlets across eight news qualities. Globally, audiences find creators more entertaining and engaging but rate them lower on trustworthiness and impartiality. However, among those who actually use news creators, creators score higher than traditional outlets on all eight qualities. In the UK, users of news creators find them easier to understand, more entertaining, and more relatable than mainstream media, but still consider established outlets more trustworthy and impartial.
Despite their visibility, the overall impact of news creators on information needs remains limited. Only 13% of people globally say creator content meets most or all of their news needs, with wide variation by country-from 2% in the Netherlands to 34% in Nigeria. In the UK, just 6% report that creators fulfill most or all of their news needs, and only 1% rely exclusively on creators. This challenges the narrative that large numbers are abandoning traditional news for creator-driven content.
Rather than displacing established news sources, creators appear to complement them. The report finds that people who consume news from creators are more likely to also access traditional news brands. Globally, 51% of respondents get online news from sources beyond social and video platforms, but this rises to 60% among those who use news creators. In the UK, reach for outlets like the Daily Telegraph, Sky News, and The Guardian is higher among news creator users than the general population. This pattern echoes findings from other research, such as the analysis of newsroom impact and audience communication challenges discussed in this related report.
The creator sector itself is evolving. Many successful creators are professionalizing, building small media businesses and blurring the line between alternative and established media. High turnover is common, as sustaining content production and adapting to platform changes remain challenging. Meanwhile, major publishers are launching their own creator initiatives, further narrowing the gap between traditional and creator-led news. Industry observers suggest that the distinction between creators and enterprise media may disappear faster than expected, as both sides adopt new storytelling formats and audience engagement strategies.
