News vs. Influencers: What Australia’s 2025 Digital News Report Reveals

Australia stands at a crossroads in how its citizens access and trust news. For the first time, social media has eclipsed traditional online outlets as the primary news source—a shift with profound implications for democracy, media trust, and regulation.

DIGITAL CREATORS

8/14/20252 min read

A Media Shift Unfolds

Television remains king, with 37% of Australians citing it as their go-to news source. But for the first time, social media has overtaken dedicated news websites—26% now get their news via platforms like Facebook, TikTok, and Instagram, compared to 23% who rely on news websites Canberra University The Guardian.

Among 18–24-year-olds, reliance on social media is even more pronounced: 40% turn to Instagram and 36% to TikTok for news Canberra University Mi3.

Trust in Decline and the Rising Threat of Misinformation

Disturbingly, trust in news is falling. Only one in three Australians now say they trust the media—but there’s a silver lining: trust climbs significantly for those equipped with news literacy education New England Times Engage RadioInfo Australia.

Worse still, Australians are among the world’s most anxious about fake news, with 74% expressing concern—particularly around influencers and social platforms. Platforms like Facebook (59%) and TikTok (57%) rank highest as perceived sources of misinformation Digital Media News New England Times Engage Canberra University.

Breaking Faith, Gaining Distrust

Young Australians show a disturbing cocktail of behaviors: they both consume news from influencers and distrust them. For under-35s, creator accounts on TikTok are just as likely to be their news source (45%) as mainstream media. On Instagram, the gap is narrowing—traditional sources at 46% versus alternative outlets at 42% Mi3.

Yet overall, 69% of Australians admit to avoiding news because it affects their mood or feels untrustworthy The Guardian New England Times Engage.

Meta’s Bargaining Code Arguments Under Scrutiny

For years, Meta has decried Australia’s News Media Bargaining Code as coercive—arguing that declining traffic showed users didn’t want news. New data tells a different story.

Nearly half of Australians (49%) use social media for news, and a quarter cite it as their main source. Among Gen Z, 60% rely on social platforms for news. Meta controls the algorithms; claims of decline may reflect strategic de-prioritisation, not lack of demand Parliament of Australia.

What This Means for Australia

At TMFS, this data speaks volumes:

Media trust is fragile—but not broken. The rise of social media as a news source is real, but so is the audience’s desire for trust and accuracy.
News literacy is a powerful equalizer. Those who understand media tools still engage more, trust more, and even pay for news Digital Media News RadioInfo Australia.
Narrative control matters. When platforms dangle the illusion of declining interest, they risk eroding journalistic sustainability and public discourse.
Regulation is no longer optional. The data invalidates arguments that news platforms are obsolete. Instead, they’re being actively masked—making compensation frameworks not only fair but essential.

A Strategic Path Forward

Australia’s media landscape is evolving—but not without friction. Digital platforms offer reach, but markets of engagement require nurturing. This is not regression. It is reconnection—if we choose to lean into solutions.

Media literacy for all generations, algorithmic transparency, and fair compensation for journalism are not idealistic goals—they are foundational. As the landscape shifts, trust will follow those who educate, explain, and elevate—not those who diminish.