The Digital News Report 2025 from the Reuters Institute for the Study of Journalism offers an important window into how audiences across the world are consuming news.
Drawing on survey data from nearly 50 countries, the report identifies four key trends shaping media habits, from platform dominance and AI-driven consumption, to eroding trust and financial pressures. For independent media navigating volatile environments, these insights reaffirm a core principle that MDIF has long championed: financial sustainability is only possible through constant adaptability.
MDIF’s Media Advisory Services (MAS) team assessed the report’s main findings and shared their insights into how independent media can respond strategically and sustainably to the challenges posed by changing consumption habits.
Platforms are the primary gateway to news
The global transition away from traditional media sources like TV and print continues unabated. Audiences, especially younger users, are increasingly turning to social media, video platforms and aggregators for news. Video is playing a central role in this shift, with TikTok emerging as the fastest-growing news source in many markets. This trend is especially pronounced in the Global South, while in the Global North, podcasting has matured into a meaningful and monetisable format with loyal, often paying, audiences.
“Develop content and distribution strategies that not only reach audiences on the platforms they use but also create space to listen to the communities you serve and protect direct relationships with users, readers, customers,” says Patricia Torres-Burd, Managing Director of Media Advisory Services.
AI is changing how people access and interact with news
Artificial intelligence is becoming a primary interface between audiences and news content. AI chatbots are playing a growing role, particularly for younger users. Newsrooms are adopting AI for content summarisation, translation and personalisation. While many users are open to AI-driven recommendations, they also continue to value the editorial judgement and credibility that human insight provides.
“When AI becomes the interface between audiences and journalism, the real risk isn’t misinformation, it’s invisibility. For the independent newsrooms we support at MDIF, the challenge is to design products and user journeys that make journalism discoverable, valuable and relevant even in ecosystems they don’t control,” says Luciana Cardoso, MAS Media Business Advisor.
Trust remains low and news avoidance is rising
Confidence in the news remains fragile across most markets. A growing number of users, especially younger audiences, are actively avoiding the news. This avoidance is driven by political polarisation, perceptions of media bias and general disillusionment with institutions. Increasingly, individuals are turning to personalities and influencers as more relatable sources of commentary.
“This is the time to invest in tools that make transparent reporting easier to understand, reflect your community’s lived experiences and adopt formats that build connection without overwhelming, especially in what we can all agree is an intensely demanding moment for news and information globally,” says Patricia.
Business models are under pressure
In most markets, only a minority of people pay for online news, and growth in subscriptions is stagnating even in high-income countries. At the same time, AI-driven changes are undermining referral traffic and reducing content visibility. These shifts are adding new pressure on already-fragile business models.
“At MDIF, we have long advised our clients and partners to diversify their revenue streams and think beyond traditional models. This year’s report reinforces the urgency of treating content, and every audience touchpoint, as a product. Audiences are still willing to pay, but only when publishers deliver consistent, differentiated value that fits into their lives.” says Valér Kot, MAS Senior Media Advisor.
As the Digital News Report 2025 underscores how profoundly the media landscape continues to change, for independent media, the risks are acute, but so are the opportunities. Those that are prepared to adapt to the rapidly changing realities will be best placed to remain relevant and sustainable.
At MDIF, we continue to support independent media with the strategic insight and financial tools they need to navigate this complexity. As this year’s report confirms, adaptability is no longer optional. It is foundational.
You can read the full report here.