Syracuse University‘s Center for the Creator Economy has published a report that will make traditional news outlets quake in their boots. In its first-ever Industry Flash Report, Syracuse surveyed 1,001 Americans and found that YouTube is relied on most often as a primary news source.
Alongside research partner Prolific, Syracuse surveyed U.S.-based respondents about their media and news-gathering habits. One question asked the respondents to name the news source they use the most, and YouTube topped that list with a 16.5% share. TV news came in second at 16.1%, while print and online media ranked third at 15.7%.
TikTok has been credited for its popularity as a news outlet among Gen Z, but it trailed both X and Facebook in the Flash Report, with only 10.4% of respondents claiming it as their most frequent source for headlines. Podcasts, newsletters, and LinkedIn trailed the field in that category. Overall, 60% of Syracuse’s sample turns to a social media platform first when they look to get informed.
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One could argue that YouTube’s growth as a news source reflects its broader ascendance. After all, it has become the most dominant streaming service on TV screens, and much of the news it delivers comes from traditional outlets.
Studies have shown, however, that the consumers who get their news from social media are more likely to seek out creator-broadcasters than traditional journalists. Syracuse’s report supports that idea. 61% of respondents said they trust independent news creators as much as network broadcasters, and two-thirds of the sample claimed that reporting ability is a more important qualification than journalism credentials.
If I can show off my journalistic skills for a sec, I’ll remind the room that the source of these findings must be taken into account. Syracuse is incentivized to publish statistics that show a general preference for independent news creators. After all, if an aspiring journalist wants to make a career of their passion, and they believe they have to be an independent creator to make that happen, they’re more likely to seek out one of the first degree programs dedicated to creator content.
Even with that caveat, it would be irresponsible to ignore the Flash Report entirely. Local TV stations are recognizing shifting appetites by treating their reporters like creators. If Syracuse’s findings are to be believed, that trend will only become more common in the coming years.
