It’s not just where people get their news that has changed. It’s how information reaches them – and what that means for communications professionals.
The Reuters Digital News Report 2026 shows that the biggest shift isn’t happening within the media industry itself – it’s happening in audience behaviour. For the first time since the report was launched, social media and video platforms have overtaken news websites and publishers’ apps as the primary gateway to news and information. This isn’t simply another digital trend. For communications professionals, this isn’t simply another trend to follow – it’s a shift that requires a new communications mindset.
Publishing a press release, securing media coverage, and sharing content across social media channels are still essential parts of any communications strategy. But they no longer guarantee visibility.
According to Reuters’ latest findings, almost all growth in digital news consumption now happens through third-party platforms – social media, video platforms, and increasingly, AI-powered tools. Instead of visiting news websites directly, audiences discover content through algorithms that recommend, personalise, and prioritise information based on individual interests.
The growing use of AI for news consumption illustrates this shift. Globally, 10% of people already use tools such as ChatGPT, Perplexity, and Google Gemini to keep up with current events. Among people under 35, that figure rises to 16%. Importantly, users aren’t relying on AI merely to find information. They also use it to understand complex topics, compare different perspectives, and gain additional context.
For communicators, this means that creating quality content is no longer enough. Success increasingly depends on how the story is told, where it appears, and whether it fits the way modern audiences consume information.
One of the clearest takeaways from this year’s Reuters report is the continued rise of video as the preferred format for consuming news and information.
Younger audiences especially, are far more likely to discover topics through short-form video than through traditional articles. What was once considered an entertainment format has evolved into one of the most effective communication channels for explaining complex issues, showcasing products and services, building reputation, and creating meaningful engagement.
Storytelling remains at the heart of effective communication. But today’s stories need to be flexible. The same message may become a feature article, a newsletter, a LinkedIn post, a Reel, or a short video – each adapted to the expectations of its audience and platform.
Another trend continues to gain momentum: audiences increasingly follow people they trust rather than media brands alone.
Journalists, industry experts, educators, entrepreneurs, and content creators have become trusted sources of information. The individual behind the message often carries as much credibility as the platform where it’s published.
This is also changing the role of influencer marketing. The value of influencers is no longer measured solely by audience size. Credibility, expertise, authenticity, and the ability to build genuine relationships with followers have become far more important than reach alone.
At the same time, organisations are recognising the growing importance of employee advocacy and executive personal branding. Increasingly, people want to hear from real people – not anonymous corporate voices.
Information has never been easier to access. Trust, however, has never been harder to earn.
Reuters’ research shows that only 37% of people globally trust most news most of the time – the lowest level recorded since the study began.
Yet audiences haven’t stopped seeking information. Quite the opposite. They consume more content than ever before, across more platforms and in more formats.
In an environment where almost anyone can capture attention for a moment, trust has become communications’ greatest competitive advantage. Unlike reach or engagement, trust cannot be built through short-term campaigns alone. It requires consistency, transparency, and long-term credibility.
Croatia is following many of the same global trends, although local media habits remain distinctive.
Unlike some markets where social media has already become the dominant source of news, television continues to play a significant role. According to this year’s Reuters report, 61% of Croatian respondents use television weekly as a news source, while 46% get news through social media.
Digital news platforms also remain highly relevant, with leading online news portals continuing to attract large audiences. The takeaway is clear: audiences are embracing new ways of accessing information without completely abandoning traditional channels.
It is not only the place where we follow information that has changed. The entire journey by which information reaches audiences has changed – from the first interaction to the moment it becomes relevant and earns trust.
This is why the role of communications professionals is more important today than ever before.
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When a brand and an influencer know from the outset what they want to achieve, the collaboration becomes more straightforward, and the content is more likely to achieve the campaign’s objective.
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