Americans who Rely on Content Creators or Influencers for News are Active Consumers who Value the Role of Journalism in Society

U.S. adults who regularly get news and information from influencers or content creators are as, if not more, dedicated to staying informed as other Americans. In fact, they turn to organizations more than to individuals and recognize journalism as something distinct from news. Indeed, Americans who regularly get news and information online from influencers and content creators are highly engaged news consumers who—like the rest of Americans—turn to a wide range of places and people for news. Unlike other Americans, they do not prioritize getting news from professional journalists above getting informed quickly. They tend to be more technologically active than other Americans and have a more optimistic outlook on the future of the internet. They are also more optimistic about the potential impacts of AI on both their own ability to keep informed and journalists’ ability to report. Other than age, there are no significant demographic differences between those who regularly consume news and information from individual content creators or influencers and other Americans.