CITIZENS COMPASS— CNN International Commercial has unveiled the results of a new global study on international news, conducted by independent research company Differentology. The study surveyed 2,400 international news consumers in 20 markets, spanning Europe, USA, Africa, Middle East, Latin America, Asia-Pacific to understand how audiences navigate an increasingly complex news environment, the role international news plays in their daily lives, and the trends shaping news consumption.
Jo Tenzer, Director of Audience Insights at CNN International Commercial, commented: “This study paints a picture of consumers saying that international news matters as they look for trusted sources in a world of endless content and rising misinformation. As people navigate social media, short form and instant content, they are still seeking credibility and context. That’s why CNN stands out in this study as the most trusted and reliable international news brand, giving people the clarity and depth they need to truly understand the world.”
The study shows that international news has never been so important. 7 out of 10 people believe that its role is more important than ever. However, local media outlets are highly relied upon too, even though international media outlets are still considered more important and are widely associated with being credible, respected and offering in-depth analysis.
28% say that their preferred source of information is a social media platform, and 62% seek out User Generated Content (UGC) from international news organizations.
UGC from global news outlets is considered 2.5 times more credible than UGC from non-news professionals such as influencers and citizen journalists discussing or reporting the news. Consumers are torn between wanting the speed and immediacy of social media and the assurance and rigor of journalism.
In an environment saturated with content, where misinformation circulates widely on social media, audiences are reaffirming their need for reliable media. 6 out of 10 people are concerned about the credibility of information sources and are looking for platforms that can verify facts, offer in-depth coverage, and provide clear context for understanding global issues.
