• Higher acceptance of personalized content in weather information, music and television than in news and social networks

• More than 40% of 18-34 year olds say they are very comfortable with personalized content selection on social networks

Content personalization is a growing trend in the consumption of news and other content related to leisure and entertainment. The adaptation to the criteria of audiences is perceived as an increase in gratification, associated with the information provided by citizens through their searches on the Internet. Although this process may increase bias and selective exposure, it is generally recognized as a useful tool . Therefore, users employ generative artificial intelligence (AI) technologies to better tailor information content to individual needs and preferences. The 2025 report incorporated questions aimed at gathering the public's opinion about these initiatives and determining which ones they find most appealing.

First, the Degree acceptance of personalized content in different areas, including news, is analyzed. As can be seen in the graph, respondents feel more comfortable using websites and applications with personalized content when they want to know weather information (58%). In contrast, users in the 31 information markets that include this question in their questionnaires are less comfortable when automated content comes from social networks and video networks (39%). As for the percentage of compliance with highly personalized news, this does not reach 50%.

The data for Spain are very similar to those of the other countries analyzed. The Spanish audience shows high levels of conformity in the three most important areas: weather information, music, television programs and online movies. In contrast to these percentages, which are above 50%, 44% of respondents acknowledge comfort with the consumption of news on websites and applications in which the content has been automatically selected. This suggests that, as interest in the systematic adaptation of entertainment demands grows, skepticism towards the automation of content with social impact, such as news, persists.

Along the same lines, comfort levels are significantly reduced in the consumption of social network content. The percentage of people with a neutral position (neither comfortable nor uncomfortable) exceeds those who express high satisfaction (only 35%). The usual trends in social media platforms such as Facebook, X, TikTok or Instagram where content is adjusted to the searches made generate discomfort for 18% of the Spanish audience (three percentage points below the global data ). In the area of sports, respondents express moderate discomfort (13%) with the selection processes. The figure is similar when it comes to news (12%).

In the rest of the options, there is hardly any resistance to personalized content. A generalized trend is observed in the neutrality percentages. Forty percent of the Spanish audience says that they are neither comfortable nor uncomfortable with automated news content and social network feeds or video content. In the rest of the options, the Degree conformity stands at approximately 30%. On the other hand, those who express ignorance or do not have a consolidated opinion on the selection of automated content present their most outstanding data in the field of sports (19%) and music (11%).

The higher the age, the higher the conformity with personalized news

As evidenced, the audience has expressed an acceptable level of compliance in relation to personalized services. A comprehensive comparison of personalized content in news and social networks is presented below. It is important to highlight that, from the list of categories, these two typologies acquire a particular relevance due to their social impact. The constant increase in formats adapted to the individual preferences of Internet users in the digital environment, particularly on social networking platforms, represents an opportunity for the dissemination of messages of different nature.

When observing the differences by gender and age with respect to the personalization of news, it can be seen that men demonstrate a higher Degree comfort with personalized information, with 47% (seven percentage points above women). On the contrary, the percentage of women who feel neither comfort nor discomfort with these customized contents (41%) is higher than that of men (37%). The level of dissatisfaction is similar in both groups, with 11% of men and women expressing dissatisfaction with customized news content.

The perception of automated and personalized news content varies significantly according to the age of the respondents. Younger respondents show greater compliance with such content. Forty-two percent of 18-24 year olds say they are neither comfortable nor uncomfortable with personalized news content. In the other age groups, this figure is slightly lower.

As the age of the respondents increases, so does the Degree compliance with this news content. For example, more than 50% of people over 65 years of age accept news personalization. This circumstance could point to a greater interest in news among the adult population. When analyzing the levels of discomfort associated with the selected news, 18% of the people surveyed between 25 and 44 years of age expressed this feeling, a proportion that is slightly lower in the younger age groups.

As shown above, there is a downward trend in the level of discomfort with information personalization as the age of the respondents increases. When examining the levels of conformity with respect to content on social networks(feeds or video content), it is evident that 37% of women (four percentage points more than men) express feeling comfortable with the selection of content on these platforms. In a neutral position (neither comfortable nor uncomfortable), both cases present similarities, with a percentage of approximately 40%. In contrast, expressions of high acceptance do not reach 20% in the case of either men or women.

In the different age groups, two clear trends can be seen. On the one hand, more than 40% of 18-34 year-olds say they feel very comfortable with the selection of content on social networks. On the other hand, nearly 40% of respondents over 35 years of age express an attitude of neutrality (neither comfortable nor uncomfortable) with personalized content on social networks.

The most significant figure for impartiality is found among people over 65 years of age (44%). In addition, in this same group there is a higher Degree uncertainty, since 16% say they do not know or do not have an opinion regarding their Degree of conformity with the content selection process. The group that sample the highest level of dissatisfaction with automated content in social networks is the 35 to 44 year-old group (22%). In the rest of the groups, the percentage of dissatisfied people is lower, which shows a low level of opposition.

The higher the level of programs of study, the greater the discomfort with customized content.

50% of the people who say they feel more comfortable with the selected news content have medium or high incomes, which is higher than those with low incomes. Regarding the level programs of study, the data are very similar and exceed 40%, being more prominent among those who have a Degree or postgraduate program. The level of conformity with these contents is higher among people with low incomes and programs of study . Finally, although the percentage remains below 15% at all levels, it should be noted that as the Degree of education of the respondents increases, so does their level of dissatisfaction with the personalization of information.

On the other hand, compliance with content on social networks is slightly higher in people with low incomes and this fact is significantly higher in all educational levels at more than 35%. Those who are neither comfortable nor uncomfortable with this highly personalized content selection correspond to a greater extent to low and middle income. This trend also manifests itself in terms of the level programs of study. For example, for 42% of people with basic programs of study , highly personalized selection is not a drawback when it comes to consuming content on social networks.

Compliance with personalized content based on current affairs and political interest

Among respondents who show familiarity with personalized selection of news content, interest in news reaches 50%, reflecting a level of engagement and satisfaction with access to automated information. In addition, there is significant engagement with interest in politics. More than half of the individuals in this group express a high interest in public affairs.

On the other hand, 23% of individuals who show no interest in the news express discomfort with automated information. In contrast, among those who show no interest in politics, there is an inverse trend: more than 30% say they agree with automated news, while only 14% express discomfort in this regard.

As can be seen in the graph, there is less interest among those who perceive personalized publications in social networks. In all cases, compliance rates remain below 40%. It should be noted that 30% of individuals who show no interest in news express comfort with the selection of content in social networks. Despite the apparent disinterest in news and politics, this phenomenon does not guarantee greater acceptance of personalized content. The 20% of the audience reluctant to receive information on news and politics express discomfort with content personalization.

Attitudes toward automated news by trust and information sources.

Is there a relationship between trust in news and attitude toward personalization? The data indicate that those who show greater trust in the news tend to have a more positive attitude toward personalization of content (60%) than those who do not trust it (38%). In contrast, indifference or rejection of automated content is higher among skeptics (37% are indifferent and 17% reject it). 

The sources consulted can be a determining factor in the attitudes adopted by the public towards personalized news. The majority of consumers of information in text format (printed or digital information) and audio reveal a high Degree satisfaction with the information adaptation, with a percentage close to 60% in each case. On the other hand, consumers of information via news chatbots and those who opt for television show satisfaction levels almost ten percentage points lower. If attention is paid to respondents who express neutrality towards guided news processing, it is evident that the highest figure corresponds to those who do not consume any news source (i.e., those who avoid news content).

As for other sources, there is evidence of a shift towards social networks as a place for news enquiry , with 40% of Internet users showing a favorable trend towards personalized content. Additionally, there is a significant preference for chatbots, with 32% of respondents using them to keep up to date. Television continues to be a relevant option for obtaining news, with 35% of respondents considering it their main means of information. Finally, it is worth noting that 17% of the Spanish audience is uncomfortable with personalized enquiry about current affairs. Therefore, they do not consume any information source .

Levels of compliance with customized content and news avoidance.

As previously detailed, the interest in news among people who consume personalized content (news and social networks) is B The main reasons for intentional information avoidance are studied below.

For those who show high acceptance of customized news content, the main reason for news avoidance is difficulty in understanding the content (53%), followed by the presence of news related to war and politics (42%). In contrast, 40% of the audience expressing indifference towards tailored news identified excessive news coverage as the main reason for their rejection.

This phenomenon may be associated with information saturation due to the diversity of current events. In the last written request, it is appropriate to specify that, among the individuals who express discomfort with personalized news, 16% recognize information on military conflicts and political issues as a deterrent to its consumption. This percentage is followed by the difficulty in understanding the news (15%).

Consistent with advocates of personalized news, 48% of individuals who accept automation in social networks point to difficulty in understanding the news as the main reason for avoidance. The identification of high news coverage and content related to war conflicts and politics stand out as significant reasons, exceeding the 30% threshold. For their part, these last two reasons acquire greater relevance among those who show a neutral or indifferent attitude towards content on social networks. Finally, those who reject personalized content on social networks show that news about war and politics increase their discomfort with current affairs (21%). This figure is consistent with that of people who reject personalized news.

As discussed above, respondents who do not disagree with personalized content (both in news and social networks) tend to avoid news more due to its complexity to be understood. On the other hand, those who do not select news or content in social networks coincide in pointing out that excessive news coverage encourages avoidance. Finally, those who are uncomfortable with personalized content are less exposed to issues related to war or politics.