Half of Gen Z Gets News From Influencers, Not News Outlets

Pew’s new data shows how creators are redefining journalism, trust, and the future of news itself.

Author

Shira Lazar
November 09, 2025

I got to attend the first Pew Research Center Creator Summit in Washington, D.C. this past week.

Transparency: I recently consulted with them, but that aside, I was genuinely impressed.

For context, Pew Research Center was founded in 1990 as a nonpartisan, nonprofit research organization. It’s a subsidiary of The Pew Charitable Trusts and does not rely on government funding, giving it the independence to dig into complex topics like media, technology, and public life without political influence.

This particular work is also part of the Pew-Knight Initiative, a multiyear partnership between Pew and the John S. and James L. Knight Foundation that studies how Americans get civic information and build trust in the digital era.

Now, Pew is extending that legacy into the creator economy, thoughtfully exploring how creators, platforms, and audiences shape modern information ecosystems.

The latest findings continue to confirm what many of us in the creator world already know: influence has become a new form of journalism.

21% of U.S. adults regularly get news from “news influencers” on social media, the same share as in 2024. Among adults aged 18 to 29, that number jumps to 38%, nearly five times higher than those 65 and older. Younger audiences aren’t rejecting journalism — they’re rejecting how it’s delivered.

News influencers are creators who share news, politics, or social commentary, whether they’re rehashing or breaking down major stories on TikTok, decoding policy on YouTube, or offering analysis on Substack.

Why do people follow them?

  • 54% say influencers help them understand current events

  • 54% say they’re faster at reporting breaking news

  • 49% say they seem authentic

  • 46% say they provide different information than traditional outlets

That mix of clarity, speed, and authenticity has become the new foundation of trust.

Pew also found that most people don’t actively seek news from influencers, 69% come across it by chance. Among adults under 50, that rises to 72%. For younger audiences, news doesn’t need to be found; it finds you.

When I started What’s Trending in 2011, my goal was to break down the stories trending on social media and use our feeds as a barometer for what mattered. Back then, people didn’t quite get it. Now, it’s clear: the algorithm has become the new assignment editor.

Older adults tend to follow influencers who share their values (52%). Younger adults follow them because they feel connected (40%), or as they put it, entertained. But what they really mean is authenticity. They want to hear from a real person, not a polished presenter.

Meanwhile, trust in traditional media keeps falling.

Only 56% of Americans say they have at least some trust in national news outlets, down 11 points since March 2025 and 20 points since 2016. Local news fares better (70%) but is also declining.

And now, trust in social media (37%) is catching up. Among adults under 30, trust in social platforms (50%) nearly matches national outlets (51%). For them, “news” and “content” are becoming interchangeable.

More than half of Americans who get news from influencers (52%) believe those creators are independent, not tied to media companies. Only 10% think they’re connected to traditional outlets.

That independence is both their strength and their challenge, they’re building what I’d call a new trust economy, where credibility comes from connection rather than credentials.

The rise of what I call the “creator journalist” is already here: people blending reporting with personality, transparency, and accountability.

🔥 My hot take

Pew’s data doesn’t signal the death of journalism; it shows how it’s evolving.

News is decentralizing: moving from institutions to individuals, from broadcasts to conversations. People don’t want less journalism; they want journalism that feels like someone talking to them, not at them.

That’s exactly what this moment demands. The future of news isn’t about who owns the platform; it’s about who earns the public’s trust. Creators and journalists both have a role to play. The next step is merging the rigor of reporting with the relatability of creators.

Because right now, the news doesn’t live on airwaves, it lives in our feeds.

Other headlines to check out:

AI

Creator Economy

Web3 

🎧 New Episode of The AI Download: Don’t Age Out of Tech: AI, Climate, and Sustainable Capitalism with Nimay Ndolo

At NAB New York, I sat down with Nimay Ndolo to talk about AI and what she calls “sustainable capitalism.” She shared her journey from developer to top creator (recognized by Rolling Stone and the Webby Awards), and how AI, much like the early internet, is reshaping identity, creativity, and community.

We explored the real-world costs of technological progress, from the environmental impact of AI to the opportunities emerging through her nonprofit, CityAethetica. Plus, we discussed why staying informed and adaptable matters now more than ever—because falling behind in tech literacy isn’t an option.

🎙️ Listen now to get caught up on the AI headlines you need to know plus insights on future of life, creativity and culture. 

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