A recent Eurobarometer survey has unveiled a striking trend in the media landscape, emphasising the significant influence of social media influencers as a source of news. While TV remains a prominent choice for 71% of EU respondents to access news in the last seven days, the study highlighted a noteworthy revelation: 4 in 10 EU citizens actively follow influencers on social media for their news updates.
The survey shed light on the changing dynamics of news consumption, indicating that influencers wield considerable impact in shaping public opinion and disseminating information. The findings underscore the emergence of a new paradigm, where individuals across the European Union increasingly turn to online personalities for their daily news intake.
Notably, people in Malta and Cyprus emerged as frontrunners in this influencer-led news consumption trend, with 70% revealing that social media is their primary source of news. Hungary followed closely in second place, with 56% of respondents depending on social media for their news updates. Latvia, Greece, and Bulgaria rounded out the top three with a shared percentage of 55% reliance on influencers for news.
As influencers continue to play a pivotal role in shaping the media landscape, it prompts contemplation on the future of traditional news outlets and their ability to adapt to the evolving preferences of a digitally-engaged audience.
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