• by Ray Schultz , Columnist, March 26, 2025

American readers are more likely to get news from individual creators than is commonly believed, judging by a study from the Center for News, Technology & Innovation (CNTI).

Of those surveyed, 22% regularly turn to creators and influencers for content, and 52% do so occasionally. 

Moreover, 75% are sure that journalism can be produced by people who are not journalists and by “everyday people.”

That doesn’t mean these respondents ignore reporting by professional news organizations. In fact, they turn to those providers more frequently than they do to individuals. And they see a difference between journalism and news.

In addition, 79% of these regulars believe that news providers that employ reporters are a critical part of the informed society. But 85% of people who never get news from influencers disagree.

Also, 32% of those who regularly get news from influencers closely follow issues and events, versus 27% of people who never turn to influencers. 

What’s more, 54% of these readers feel positive about their ability to stay informed, far outpacing the 33% who never use individual creators. 

People who read influencers are also more technologically active than other consumers. And they are more optimistic about the future of the internet, and the impact of AI in journalism. 

Meanwhile, 22% of those who regularly consume creator content have a positive view of the impact AI will have on journalists. Yet only 12% of the occasional readers agree. And 39% of the regular consumers disagree.

Given a choice of six factors they consider when choosing news sources, people who regularly read influencers cite getting the news quickly (48%), being able to go more or less in-depth on a story (42%), getting the news from professional journalists (41%) and seeing news from many different sources (39%). 

Others prioritize the source over speed. 

When considering influencers and journalists, it’s not either-or. “For the public, more traditional providers of journalism and individual providers have already begun to come together to provide a full news experience,” the study concludes. 

CNTI surveyed 1,025 U.S. consumers between September 12-21, 2024.