Report: Mapping News Creators and Influencers in Social and Video Networks

News creators and influencers are no longer on the sidelines of journalism. They're competing directly with traditional news brands for attention, trust, and political impact.

Download the full report from the Reuters Institute to understand the fast‑evolving creator ecosystem and how it is reshaping news consumption worldwide.

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About the report

This global report from the Reuters Institute and University of Oxford analyses more than 40,000 named individuals across 24 countries to reveal where audiences are really getting their news on social and video networks, which creators matter most, and what this means for media, politics, and public debate.

Who Really Shapes the News...

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Global Landscape
of News Creators

See how creators, influencers, journalists, and politicians compete for attention on social and video platforms across 24 countries, from the US and UK to India, Brazil, Nigeria, and beyond.
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Understanding Influence and Risk

Explore how creator types shape trust, polarisation and misinformation, and how this affects elections, regulation and public debate.
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Data‑Driven Insights
for Strategy

Access audience‑based data on which platforms matter most, how attention differs by age and country, and what this means for newsrooms, policymakers and anyone working with creators.

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