A third phase of RTDNA's in-depth look at trust in local journalism seeks to understand younger news consumers' feelings about trust and local news. The research was first presented at RTDNA25 in New Orleans in June 2025.
Younger Americans are less likely than the general public to trust local news sources, and they say social media content creators can be just as trustworthy as traditional journalists, according to a fact-finding research project on trust in local news, commissioned by the Radio Television Digital News Association (RTDNA) and conducted by Magid.
The findings were released publicly for the first time Friday at RTDNA25 in New Orleans.
While 54% of respondents say they “trust very much” the information they receive from local news sources, that number drops to 51% for 18-24-year-olds. Additionally, 60% of 18-34-year-olds agree that social media content creators can be just as trustworthy as traditional journalists. More than two-thirds of 18-24-year-olds believe content creators could be considered journalists, and more than 60% of 25-34-year-olds agree.
The study identified a variety of ways local news outlets could improve trust scores among younger news consumers. They are:
- Displaying a commitment to the community
- Showing transparency in the newsgathering process
- Owning up to mistakes and holding themselves accountable
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Being authentic
While those tactics are also helpful to influence news consumers of all ages, younger Americans are more likely to evaluate the source of information while determining its trustworthiness. They are also more likely to turn off that source if even one journalist is not trustworthy.
Overall, trust in the information from influencers, podcasters, or social media content creators is poor, but younger individuals are more likely to trust those content creators.
Methodology
Magid randomly selected 2,000 local news consumers (must use a local source at least once weekly), ages 18-64, for an online survey this spring. Magid then selected an additional 886 individuals ages 18-34 who use local news sources at least once weekly.
About Magid
Magid is a consumer-centered business strategy company delivering courageous thinking that shapes better experiences, products and services. Since 1957, thousands of local and global brands in over 40 countries have engaged the firm for bold ideas that have helped achieve innovation and success. The Magid team is passionately curious and driven by the pursuit of improving human experiences with every engagement.
(Photo: BP Miller)