In an era of rapid digital transformation, trust in traditional broadcast media among US citizens is declining, with social media and video networks emerging as dominant news sources. The Reuters Institute for the Study of Journalism’s 2025 Digital News Report reveals that 54% of Americans now rely on platforms like Facebook, X, and YouTube for news, surpassing traditional TV (50%) and news websites/apps (48%). This shift, coupled with a global trust in news media stabilizing at 40%, underscores a growing skepticism toward broadcast media.
The Rise of Social Media and Influencers
Shift to Social Media Platforms
The 2025 Reuters Institute report highlights a seismic shift in news consumption, with social media overtaking broadcast media as the primary news source in the US for the first time. Platforms like X, YouTube, and TikTok are reshaping how Americans access information, driven by their accessibility and immediacy. Notably, TikTok has seen a 4% rise in news consumption globally, with 17% of people using it for news in 2025. In the US, the report notes a significant uptick in X usage for news, particularly among right-leaning audiences, with their proportion tripling since Elon Musk’s 2022 takeover. This shift reflects a broader trend where social media platforms offer unfiltered, personality-driven content that resonates with audiences disillusioned by traditional outlets.
Influence of Online Personalities
The rise of influencers and podcasters, such as Joe Rogan, who was seen by 22% of Americans for news or commentary in a single week, underscores the growing appeal of non-traditional sources. These personalities attract audiences—particularly young men and those skeptical of mainstream media—by offering relatable, unpolished narratives. However, the Reuters report warns that 47% of global respondents view online influencers as major sources of misinformation, on par with politicians. This duality—popularity paired with distrust—complicates the media ecosystem, as audiences gravitate toward sources they find authentic, even if accuracy is questionable.
Factors Driving Distrust in Broadcast Media
Perceived Bias and Polarization
A key driver of declining trust is the perception of bias in broadcast media. A 2025 Pew Research Center survey reveals stark partisan divides, with Democrats trusting outlets like CNN, MSNBC, and The New York Times, while Republicans favor Fox News and Newsmax. Only The Weather Channel and The Wall Street Journal are trusted by both groups, highlighting a fractured media landscape. Posts on X echo this sentiment, with users like @bret8202 citing a 2021 American Political Science Review study claiming 78% of US journalists lean left, fueling perceptions of a “one-sided propaganda machine.” While this claim requires scrutiny, it reflects a broader belief among conservative audiences that broadcast media serves a liberal elite.
Erosion of Traditional Journalism Standards
The Reuters report and X posts suggest that mainstream media’s perceived abandonment of journalistic standards has eroded trust. @MarioNawfal notes that only 31% of Americans trust mass media, a record low matched in 2016, with 39% reporting zero trust. This decline is attributed to outlets prioritizing narratives over facts, a sentiment echoed by @AGHamilton29, who argues that media institutions have “abandoned standards repeatedly” since the Obama years. The Washington Post further notes that Americans consume news from social media despite viewing it as less trustworthy, highlighting a disconnect between reliance and confidence.
Economic Pressures and Layoffs
Economic challenges have weakened broadcast media’s credibility. Since the mid-2000s, newspaper advertising revenue has plummeted from $60 billion to $20 billion, with 2023 seeing a 50% increase in layoffs across print, digital, and broadcast sectors. These cuts have reduced investigative journalism capacity, as noted by @MichaelACanty on X, who points to billionaire takeovers and the sidelining of investigative reporters. This erosion of resources undermines the ability to produce in-depth, fact-checked reporting, further eroding public trust.
The Role of Social Media and Misinformation
Amplification of Misinformation
Social media’s rise as a news source has amplified misinformation, contributing to distrust in traditional outlets. The Reuters report notes that platforms like X and Truth Social, popular among Republicans, are seen as trustworthy by some despite lacking editorial standards. A 2025 CSIS study cited on X suggests conservatives are more susceptible to misleading content, exacerbating polarization. The lack of gatekeeping on platforms like X allows populist politicians to bypass traditional media, favoring sympathetic influencers who rarely challenge their narratives, as noted in the Reuters report. This dynamic undermines broadcast media’s role as a reliable intermediary.
Impact of Algorithmic Feeds
Algorithmic feeds on social media platforms prioritize engagement over accuracy, often amplifying sensational or misleading content. The Reuters report indicates that 49% of consumers are comfortable with algorithm-driven content selection, but less than 30% trust AI personalization for news. This reliance on algorithms, coupled with the growing use of AI chatbots (6% in the US, per the Australian study), raises concerns about transparency and accuracy. Younger audiences, particularly under-25s, are twice as likely to use AI chatbots for news, further shifting trust away from broadcast media.
The Decline of Local News and Public Media
Trust in Local News
Despite the decline in trust for national broadcast media, local TV news remains a trusted source for breaking news, outpacing digital and national alternatives, according to a 2025 report. However, funding cuts threaten this trust. A congressional report notes that 60% of public radio and TV stations facing potential cuts are in Trump-won states, particularly in rural “news deserts.” These cuts, touted by the Trump administration as targeting “liberal” bias, risk further eroding access to trusted local sources, pushing audiences toward less reliable social media platforms.
Challenges for Public Broadcasting
Public broadcasters like PBS and NPR, trusted by Democrats but less so by Republicans, face existential threats from proposed funding cuts. The New Yorker highlights that public media can resist authoritarian pressures better than commercial outlets, yet their vulnerability to budget cuts undermines their role as trusted sources. This dynamic forces audiences to rely on social media, where misinformation thrives, further eroding confidence in traditional media.
Pathways to Rebuilding Trust
Enhancing News Literacy
The Reuters Institute emphasizes news literacy as a critical tool for restoring trust. In Australia, trust in news is highest among those with media literacy training, a trend applicable to the US. Initiatives to expand news literacy education could equip citizens to critically evaluate sources, reducing reliance on misleading influencers. The report suggests that 50% of news subscribers have received such training, indicating economic incentives for media outlets to invest in literacy programs.
Strengthening Editorial Standards
To regain trust, broadcast media must prioritize impartiality and transparency. The Atlantic notes that internal newsroom culture and a disconnect with working-class audiences have weakened credibility. Adopting stricter editorial standards and diversifying newsroom perspectives could counter perceptions of bias. Additionally, investing in investigative journalism, despite economic pressures, is essential to restore public confidence.
Regulatory Oversight and Transparency
Addressing misinformation on social media requires stronger regulation and platform transparency, as suggested by a 2025 human rights report. Governments and media organizations could collaborate to promote fact-checking and limit the spread of false narratives, balancing free speech with accountability. This approach could bolster trust in both traditional and digital media.
Confluence of factors
The decline in trust in US broadcast media stems from a confluence of factors: the rise of social media and influencers, perceived bias, economic pressures, and the amplification of misinformation. The Reuters Institute’s 2025 findings underscore that social media’s dominance, driven by platforms like X and TikTok, reflects a demand for accessible, personality-driven content, yet it comes at the cost of accuracy. Broadcast media’s challenges—layoffs, polarization, and funding cuts—have weakened its role as a trusted source, pushing audiences toward less reliable alternatives. Rebuilding trust requires a multifaceted approach: enhancing news literacy, strengthening editorial standards, and regulating social media to curb misinformation. As the media landscape evolves, restoring confidence in broadcast media is critical to maintaining an informed public.
