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Learn More →The Rise of Political and News Creators
How the ‛Influencer Election’ Will Reshape Media and Marketing in 2025
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Here’s what’s in the full report
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Table of Contents
- Executive Summary
- Creators were everywhere during the election
- Mainstream media has a trust problem
- Social platforms have democratized ‛journalism’
- Creators help consumers make sense of the news
- Podcasters are particularly powerful news creators
- Takeaways for marketers and media companies
- Sources
- Media Gallery
Charts in This Report
Roughly One-Fifth of US Adults Regularly Get News From Social Media News Influencers (% of US adults who get news from news influencers* on social media, by demographic, Aug 2024)Social Media Influencers Had More Impact on the Voting Plans of US Gen Z Than of US Adults Overall (% of US social users who said influencers swayed their 2024 presidential election plans in each way, Oct 2024)
Nearly Two-Thirds of US Registered Voters Say Podcasts Change Their Opinion About the News (% of US registered voters who have listened to podcasts in the past week, Aug 2024)US Adults Trust and Confidence in Mass Media, by Age and Gender, Sep 2024 (% of respondents of each group)
Main Issues That Impact US Adults' Trust in News Media, Nov 2024 (% of respondents)Top 3 Sources Internet Users Worldwide Pay the Most Attention to When Consuming News on Social Media, Feb 2024 (% of respondents in each group)
X Has More News Influencers Than Any Other Social Platform (% of US news influencers* on each social media platform, Aug 2024)How Do US Consumers Feel About Creators Posting Political Content During an Election Year? (% of respondents, June 2024)
More Democrats Than Conservatives Say News Influencers Help Them Understand Current Events and Civic Issues (% of US adults who get news from news influencers* on social media, by political affiliation, Aug 2024)US Social Media Users Who Are More Likely to Follow an Influencer If They Have Similar Political Views, by Age and Gender, Aug 2024 (% of respondents)
Comedy and News Are the 2 Most Popular Podcast Genres Among US Registered Voters (% of US registered voters who have listened to podcasts in the past week, Aug 2024)Podcast Listeners Spend Roughly the Same Amount of Time on Podcasts as TikTok Users Do on TikTok (minutes spent per day with podcasts vs. TikTok by US adult users, 2021-2025)
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