• General-interest content creators are establishing themselves as source for nearly 50% of young people aged 18 to 24

• Influencers stand outfor their approachability and ability to entertain, but they lag behind traditional media in terms of impartiality, reliability, and specialization.

Over the past decade, content creators and influencers have taken on a central role in the information ecosystem due to the shift in news consumption toward social media. For young people, these platforms have become the primary—and in many cases, the only—source of current information, establishing themselves as spaces where journalistic content, personal opinions, and short-form content designed to capture users’ attention and entertain them coexist.

If we look at the data , approximately half of those surveyed consume news from content creators or influencers. This proportion is higher in Africa (90% in Kenya and Nigeria) and in much of Latin America and Asia. In contrast, it is lower in Northern and Central Europe (barely exceeding 25% in Germany, Denmark, Belgium, and the Netherlands). In Spain, 40% say they consume at least one news story from a content creator each week. 

Although the use of alternative sources has increased significantly, more than half of those surveyed say they have not read news on social media. This report analyzes engagement with news content shared on video platforms (such as TikTok Instagram), specialized websites (such as Substack), and podcasts. In this regard, two main profiles stand out: creators specializing in current events, preferred by 23% of respondents, and those who focus on other topics (such as entertainment, travel, sports, or lifestyle) but occasionally cover news—an option that appeals to 24% of Spanish users.

When analyzing the data by age, a significant contrast emerges. Nearly 50% of young people between the ages of 18 and 24 consider general-interest content creators to be a relevant source information. This figure is ten percentage points higher than that for news content creators, which include journalists and other popular users. On the other hand, respondents aged 25 to 34 show slightly higher consumption than those who specialization news broadcasting.

This trend suggests a preference B young people for consuming news from individual sources, in contrast to older adults. As respondents’ age increases, their consumption of news generated by content creators decreases significantly, which appears to be related to access to information through other channels, such as traditional media. Individuals between the ages of 35 and 44 show a greater tendency to follow personalities who specialize in current events, in 28% of cases. Meanwhile, people aged 45 to 54 are more likely to trust generalist creators who cover a variety of topics of interest (24% of the audience). Finally, familiarity with influencers and their dynamics on social media does not reach 20% among the population over 55.

Content Creators: Interest in and Trust in the News

Although younger demographic segments show greater affinity for content creators and influencers, this does not conflict with their interest in current events. In Spain, more than 40% of people who express a high interest in news consult posts by public figures or other users on social media. This figure exceeds that of those with a moderate (36%) or low (26%) interest in news. In comparison with those who report not having consumed news from these sources on social media, the percentage of those with no interest exceeds 60%. This seems to indicate that many followers perceive influencers as credible, relatable, and accessible sources that present current content in a more engaging way than traditional media. Furthermore, young people’s access to online content is closely linked to algorithms designed to optimize personalized content.

The level of trust in news published on social media is higher among those who consume information shared by users on those platforms. More than 50% of respondents who trust the news access it through content creators. Consequently, there is a high Degree loyalty toward videos, images, or texts on current topics on Instagram, TikTok, X, and other social media platforms, which is 11 percentage points higher than among those who do not use these channels to stay informed. On the other hand, participants who do not consume content from online personalities exhibit a neutral attitude and a higher level of distrust, exceeding 60%. This percentage could be due to additional factors, such as a lack of familiarity with the digital environment, active avoidance of information, or skepticism toward digital sources or social media.

News Consumption and Information Preferences 

Social media platforms encourage interaction with the goal maximizing user engagement. Content recommendation algorithms rely on metrics such as the issue “likes,” comments, and viewing time, with the goal fostering active user engagement.

When asked about this engagement, it becomes clear that, for online news consumers, commenting on news stories on network (for example, on TikTok, Instagram, Facebook X) and sharing them (via instant messaging, social media, or email) are common practices for more than 50% of people familiar with content creators and influencers. This finding contrasts significantly with those who do not pay attention to the activities of these public figures, as they prioritize conversations about current events, whether in person (with friends and work) or online (via email, social media, or instant messaging apps). Meanwhile, reading comments on social media posts or news websites is a internship manifests similarly among those who follow online personalities and those who prefer not to or lack knowledge them.

Beyond the ways people engage, it is essential to analyze audience preferences based on the nature of their sources. Nearly half of users who choose content aligned with their ideology consume news through content creators. In contrast, the search for neutral information—or information without a defined perspective—predominates among those who do not follow influencers on social media. A revealing finding is that 48% of users actively seek out information that challenges their own biases—a trend that is evenly distributed across both groups. This tendency suggests great potential for fostering dialogue and exhibition a diversity of opinions, within a framework moderation and openness in the digital sphere.
  
 

The evaluation whether content creators meet the audience’s informational needs is determined by factors such as the usefulness, relevance, credibility, and journalistic value of their content. Thus, nearly 50% of respondents believe that these profiles only partially meet their needs, which underscores the need to verify information using reliable traditional sources. On the other hand, nearly 40% say that these digital figures meet most or all of their informational expectations. When breaking down the data gender, a significant difference emerges: 42% of men feel that the information provided meets their interests, compared to 35% of women.

When broken down by age, partial agreement is most prevalent among those over 65. It is worth noting that the Degree total satisfaction with information from influencers does not exceed 40% in any segment, which reinforces the audience’s tendency to supplement this content with sources that offer greater journalistic rigor. Among those over 45, the perception that the information is insufficient is more pronounced, ranging from 13% to 15%. The data that these digital communicators are able to meet Username demands, especially when Username practical explanations, personal experiences, or more direct communication. However, this evaluation highly sensitive to subject and individual criteria.

By analyzing the Spanish audience’s perceptions in terms of trust and agreement, we gain a more complete picture of their attitudes. Forty-five percent of users who trust the information they receive from influential figures say that social media meets their information needs. In contrast, among those who express distrust, more than 50% say their needs are only partially met, while 12% say they are forced to turn to other sources of information. Finally, among users with a neutral stance, the proportion of those who see their needs met (partially) exceeds by eight percentage points that of those who report complete satisfaction.

In the descriptions provided by users who find some of the five most prominent social media platforms useful for consuming news, two clear perspectives emerge. On the one hand, half of internet users who are satisfied with the information provided by creators consider Facebook X practical platforms for staying up to date. In contrast, the most skeptical users rate TikTok Instagram good sources of news, but only for meeting some of their informational needs (55%). YouTube a slightly lower percentage (47%), but a more balanced view is evident. Finally, the most critical perspective is associated with TikTok; nearly 10% acknowledge that it does not meet any of their journalistic needs.

Qualities of Content Creators Compared to Traditional Media

The ease with which influencers reach diverse audiences raises questions about the qualities that set them apart from journalists. Generally speaking, data the 48 countries reveal that respondents consider content creators and internet personalities to be more entertaining and accessible, but less reliable and impartial than traditional media outlets. Beyond their role in entertainment, 40% of the Spanish audience values their ability to forge close connections with their followers. However, there is evidence of a lack specialization specific subject areas—a factor that is particularly relevant when it comes to coverage of politics, Economics international conflicts, which require rigorous journalistic treatment. This patron saint a preference for communicators who possess sufficient knowledge of the topics they address and know how to present them in an engaging manner.

Finally, users note that traditional media and influencers share similar characteristics in terms of their ability to stay up to date (38%), as well as their authenticity (31%) and skill make themselves understood (38%). While this trend reflects the growing Degree personalization and emotional connection with persuasive figures, the search for accurate information remains a common concern.